I'm wondering the same. There's another company that does the same[0] and probably several more. I know I've read reports of police departments getting more lucrative access into private facebook posts. Perhaps it is the same for a company trying to "help" a school district as well.
What puzzles me is this:
> Social media monitoring companies track the posts of everyone in the areas surrounding schools, including adults.
Do Facebook, Twitter, etc expose geotags in posts?