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But “being safe” shouldn’t mean missing out on a key opportunity to engage the community.

Facebook is an excellent opportunity for a school to connect with families and share information rapidly. If a school is consistent in keeping the information updated and accurate, students and families will likely come to rely on the Facebook Page as a resource to find information about what’s going on at the school.

Many professors and higher-education leaders are struggling to strike a balance between their personal and professional lives when using online social media, a realm that encourages widespread sharing of thoughts and opinions. Often that means creating multiple accounts, one for each of the hats they wear. Some professors use Facebook with friends and family, reserving Twitter for professional observations, or vice versa.

There may be a benefit to that kind of sharing. Ms. Johnson recently conducted a survey of 120 students at the college about what they thought of a series of Twitter feeds run by professors. The majority of students found the professors who mixed in personal details with their down-to-business tweets more credible—rating them higher on measures of competence, trustworthiness, and caring. Her theory: Students want to end the semester with a connection to their professors, not just a head full of facts.