Long before the pandemic, school districts found themselves in the middle of social media firestorms for numerous reasons. Activity schedules, staff shortages, discipline procedures, funding decisions, transportation changes, adverse weather decisions and technology issues, along with numerous other topics, have come under the microscope of social media and its users. When faced with public criticism and outcries, do school districts engage, or should we retreat? It may be tempting to ignore the chatter. After all, who can keep up with social media? But here’s the truth: Closing off communication, ignoring the concerns or avoiding tough conversations rarely builds trust. It often creates more criticism, distance, and division. There’s something profoundly human about picking up the phone or meeting face-to-face. Social media is a space where anonymity breeds negativity. Even as you read these words, you may be thinking of a few local examples or contacts that you know that have an …