Acceptable Use Policy that defines student, teacher, staff, and administrative use. A specific citation of social media and its use for educational means. It needs to delineate how use is a privilege and how the privilege can be lost.
Go where the parents are! If you are not telling your story, someone else is and you may not like how you are being portrayed!
Go where the students are! If we are not addressing student use of social media who is? TWITTER