Technology is always changing, always improving, and always pushing the envelope for how one works in education. In this increasingly connected age, people have seen rapid growth in social network tools such as Twitter and Facebook. These sites are representative of Web 2.0 resources where users contribute content. Other examples of Web 2.0 sites would include social search engines such as Google and Bing, massive projects such as Wikipedia, video and photo-sharing services like YouTube and Flickr, and blogs of many different varieties, such as Edublog or Blogger. While many of these Web 2.0 sites are well known for their entertainment value or their role in information sharing, it remains to be seen how to truly leverage these networks to create value for society. Using social media provides school leaders with an opportunity to connect directly with others instead of relying on traditional media outlets to carry the news. Additionally, social media provides opportunities to increase connectedness and build relationships. This article provides examples on how to leverage these new technology tools to advocate for students and programs, market schools, and strengthen communities.