Attention has been given in this space previously to the importance of monitoring social media channels as part of an environmental scanning regimen. More and more, what is being said about schools and school districts is happening through social sites and not mainstream media. By using tools such as Google Alerts, TweetDeck and HootSuite, it is much easier to be aware of mentions and remarks being made in the blogosphere.
But what to do next? Does every mention warrant a response? Now that you know what people are saying about your organization, what should you do about it?
One of the best policies (which also became a process) is that which was developed by the United States Air Force. Realizing that the men and women of the Air Force would be confronted on a daily basis by rumors, speculation and misinformation as published and posted by all manner of people, the Air Force developed a logic flow process. This process, viewable as a flow chart, methodically guides users through every step needed to determine what actions, if any, should be taken to address a web posting.
This same approach can be modified for use in your district and will help provide a systematic response that is consistent and efficient.