As said previously, people trust what other people say more than they trust what an organisation or brand says about themselves. When researching a product or service consumers will often search online for customer comments to find out their experiences. It is often said that more people are likely to post negative comments about their experiences, than positive ones. Therefore, if a search does not throw up any comments, then you could say that no-one has felt so aggrieved by their experience to take the time to post their thoughts online.
Feedback is central to an educational provider's quality processes and therefore keeping abreast of what people are saying about your organisation is important. However, social networking has made this job much more difficult, as potentially the world is listening to what people say. Can you afford to ignore what might be being said about your organisation?