Well let me think about that. For one second. And say absolutely no. You could do it, but I would advise against it. Until Facebook becomes a totally open and optimizable platform that is better than something you can control, like your school’s Website, then you can think about it, but until then don’t even dare try.

It is important to control the website for your school (that’s the obvious statement of the day) and control the look and feel of it but be able to have something that is permanent and that shouldn’t be sacrificed for the tool of the day. Facebook is obviously more than that. And it really is a relevant question. The kids are on it and parents are on it and there needs to be a ongoing discussion of the school and the ability for people to connect with the school and to network about the school on Facebook.

Facebook could change ownership or alter their terms of service and if you relinquish that control, then you give up all the good things that could potentially come from search, such as highly targeted referrals and navigation referrals and the multitude of possibilities for parents and students that can find you using deep detailed searches, that just can’t be tapped as much on Facebook as they can on Google.