Beware of Social Networking?

This Inside Higher Ed article titled Frenemies on Facebook highlights a few issues for students and schools that need solutions. Basically, a marketing company created Facebook groups that targetted students. Seems reasonable. Problem was that the company acted as if they were a school and failed to mention that they were a marketing company. Fortunately, the hoax was uncovered and the company admitted that they "crossed the line."

This story points out that students (& parents) must be aware of where they get their information and schools must find ways to share their message in the Web 2.0 environment. With our communications methods changing so rapidly and with everyone, from schools to students to outside companies, having access to the same tools to share information widely it will not be easy to find solutions. In my work I'm trying to understand how we can use social networking to enhance the sense of community at our school. Any suggestions?