Facebook helps connect your school with parents and your community. It used to work like a listserv - whoever was a follower would always get your updates. That functionality has been gradually decreasing for a couple of years, and recently Facebook moved the dial to ZERO for organizational facebook pages. Even a few months ago, if you have 1,000 followers, you would get 10-30 views (1-3%) to get the sharing started. Now that automatic share number will be ZERO. But there is a silver lining, actually two of them, that should already be in your marketing practice.