The purpose of this bounded phenomenological case study was to investigate the experiences of leaders in one Texas school district integrating social media into communication practices. The participants in this study were twelve campus leaders, four district level leaders, and the superintendent of schools. The focus groups consisted of three elementary campus leaders, three middle school campus leaders, six high school campus leaders, and four district level leaders. Additionally, there was an individual interview conducted with the superintendent of schools. Focus group interviews were recorded, transcribed, and the researcher organized the data to identify themes in the data. An overall conclusion from this study is that using social media to communicate with stakeholders has been beneficial to the district as a whole. The district has experienced an increase in enrollment, as well as, improved student, parent, and community engagement. The implications gathered from this study could help school districts and district leadership with implementing social media as a communication medium by creating a climate and culture that promotes the campus' individuality and purpose, increase enrollment and drive trainings for executing and increasing the use of social media as a communication medium. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]