DESS/DESC Shut Down 'Libellous' Facebook Pages
In a sign showing the increasing importance of social media to a school's reputation, and the need for schools to protect their reputation in general in an increasingly competitive education landscape, Dubai English Speaking School and College have moved to close down two "unofficial" Facebook pages they believe are both libellous, and damaging to their reputations.
"...We care deeply about the reputations of both schools and are strongly of the opinion that we get far more right than we do wrong", Andrew Gibbs, the schools' principal wrote in a note to parents.
"As of this evening, unauthorised and unaffiliated Facebook pages that include the name of DESS or DESC are being shut down."
The letter to parents is interesting in its candidness. In the age of Twitter and Facebook, where people hold the power to make their views very public, and where negative comments can go viral very quickly, the truism that transparency is the best policy has clearly been recognised by the school.
The schools are very clear and honest about the reasons for the move.
"A consistent theme runs through the issues that elicit the most contentious responses [on the pages]; in nearly all cases people have taken to Facebook to vent their displeasure at an aspect of the schools' performance, without actually having brought the matter to the attention of either school.
"As I have said before, I would urge anyone with a concern to please tell us, whether by phone, mail, or, best of all, face to face."
Gibbs told parents the school was trying to improve its communication, and is investing in resources to ensure internal and external information is delivered "on time, and to the right audience". The schools have recently employed a manager of communications, Carmella Hunt, and says it has an "open door policy".
The school itself says it has embraced social media and set up both Twitter and Facebook pages. Comments are moderated before being published.
As a final note, Gibbs writes, "...we cannot prevent anyone from setting up a forum, unilaterally or collectively, however, I specifically urge that should you do so, it does not purport to represent DESS or DESC or to contain the name of the Schools or their representatives."
