Great ideas on how to manage what people are saying about your organization, but especially, schools. Although seth Godin is discussing businesses, why not a service for school districts? That might be more detailed a response than trying to respond to negative Community tweets and Facebook comments.

• Seth’s Blog: Launching Brands in Public
  • You can’t control what people are saying about you. What you can do is organize that speech. You can organize it by highlighting the good stuff and rationally responding to the not-so-good stuff. You can organize it by embracing the people who love your brand and challenging them to speak up and share the good word. And you can respond to it in a thoughtful way, leaving a trail that stands up over time.
  • You can post responses, highlight blog posts, run contests or quizzes. You can publicly have your say right next to the constant stream of information about your brand (information that’s currently all over the web–and information you can’t “take down” or censor). You can respond, lead and organize. If a crisis hits, your page will be there, ready for you to speak up. If your fans are delighted, your page makes it easy for them to chime in and speak up on sites around the web.
    If you have the tools and wherewithal to build a page like this on your own site, you should consider that. The challenge is getting it done, regardless of where the page lives.
  • It’s in public. It’s simply a place for your brand to see and be seen, to organize and to respond.

Posted from Diigo. The rest of my favorite links are here.