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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.