When Social Media Strikes: Supporting Staff in the Age of Online Criticism
Date: 7/20/2026
Time: 8:30 - 9:30 AM
Room: Grand Salon 13 & 16 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
LEADERSHIP–Leadership, strategic counseling, management, mentorship in communications and public schools
Session Description
In today’s digital world, a single post (accurate or not) can spread quickly and create real pressure for school districts. Online criticism affects staff morale, well-being, and performance, and it shapes how families and community members see their schools. Even small misunderstandings can grow into major conversations when misinformation or missing context takes off.
This session looks at what happens inside a district when a staff member becomes the target of online criticism. We’ll explore how posts are discovered, why they trigger strong emotional reactions, and how they influence decisions across the system. You’ll also learn the behavioral science behind why false narratives spread so fast and why school employees often feel uniquely exposed.
Using real-world examples, we’ll walk through the ripple effects on culture, climate, and retention, as well as what effective support looks like in the moment.
Most importantly, we’ll focus on what leaders can control. You’ll learn how to guide concerns offline, respond with empathy and clarity, and communicate in ways that calm tensions rather than fuel them. We’ll close with a simple, ready-to-use action plan to help you support staff, reinforce consistent messaging, and strengthen a resilient, people-centered district culture—before and after social media strikes.
Presenter(s)
Marci Orr APR
Director of Communications
Mexico School District #59
Marci Orr has spent more than 20 years in education, first as an English teacher and the last dozen focused on telling the stories of public schools through communications and community engagement. A former school board member, Marci also understands the unique challenges and opportunities school leaders face.
She has conducted extensive research on how online criticism affects school employees, with a focus on psychological responses, staff well-being, and district culture. Her research blends behavioral science with real-world school communication practices to help leaders navigate digital conflict with clarity and care.
She is passionate about helping families, staff, and community members feel connected to their schools. Marci’s experience includes internal and crisis communications, branding, event planning, and leading professional development for staff.
She holds a Master’s in Teaching from Columbia College and a Bachelor’s in Business Administration and Management from the University of Missouri-Columbia. A former school board member and Bright Futures Advisory Board member, Marci understands the unique challenges and opportunities school leaders face. LinkedIn Profile
When Social Media Strikes: Supporting Staff in the Age of Online Criticism
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.