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SOCIAL MEDIA

Nearly 30 years ago, a group supporting vouchers in public schooling implemented a novel idea: Offer students in an elementary school with a largely poor student body a 鈥渟cholarship鈥� to attend a private school. A national publicity push ensued, forcing the school into the national spotlight and the center of the debate about school choice.

What can make a crisis like this challenging is that it often seems to come without warning.

Fortunately, school administrators today have several media monitoring tools, running the gamut from costly software applications to free alerts, that can help them identify warning signs of a crisis. In fact, news monitoring and social listening can function as a 鈥渃heck engine light,鈥� says Garrett Bond, senior vice president of analytics and insights at Ringer Sciences, a data analytics firm.