As a social media marketing expert and MENA Social Media Manager of the Year 2023 (Stevie Awards) for the Arbor School, I have observed first-hand how important it is for educational institutions to use social media platforms to build their brand, connect with their community, and reach new audiences. As someone who values both the power of storytelling and the importance of sustainability, I believe that sustainable storytelling is a crucial aspect of marketing in schools and refers to the practice of telling stories that not only entertain and educate but also promote sustainable values and practices. During this presentation, I will cover the following topics: • The importance of authenticity in social media marketing • Sustainable Storytelling • How to create a purpose-driven social media strategy • Examples of successful social media campaigns that used authenticity and purpose • Best practices for measuring and analysing your social media success