Does Social Media Merit a Defcon 5 Response?

One of the most frequent questions we receive from schools over the past 12-18 months is about how to respond to attacks launched by unhappy parents and teachers using social media as a platform. Some board members (and a few administrators) believe that a perceived unfair or inaccurate attack merits an immediate and massive response, sort of like an overwhelming retaliatory missile strike. Others prefer a more measured approach, while some advise making no public response at all.The problem with ignoring an attack--or even a more reasonably stated criticism--is that most customers expect a response, at least according to ReviewTrackers, a customer feedback software company. To not respond in any way risks not appearing to agree with the criticism (or attack) but rather it might signal indifference, that management doesn't care what people think.The problem with going to Defcon 5 and launching a retaliatory strike is that one can't, really; that is, a school can't literally incapacitate the source of the attack. Instead, a massive and angry response risks simply escalating an already ugly situation, at best, or, at worst, seeming to prove the attackers right in the first place.Triangle recommends that school leaders first assess whether there is indeed a basis in reality for the complaint beneath the attack. Schools should respond differently to those with legitimate (even if overstated) complaints versus those who are trolling the school with the intent of inflicting damage. An appropriate response to most negative posts, includes a thank you for the person's engagement with the school, an apology for the bad experience, and an explanation saying the situation is being taken care of or has already been handled. It acknowledges that you have heard their issues and the legitimacy of their complaint.Trolls are another matter entirely, but still not one where Defcon 5 is useful. Give a simple response and move on (e.g., "we are sorry you feel this way and regret that anyone is unhappy with our school")--do not say anything that escalates the exchange. Remember, it is almost impossible to find the magic words that render the opposition mute, while very, very easy to say things that make the situation worse.