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I love the work analogy, it makes sense that kids wouldn't want to talk about school when they are at home. Facebook and other social networks are known for their reach of schools children, but honestly how many of them do you see actually talking about school.

Connecting kids in school with other classmates is not a hot topic. That's like connecting co-workers that talk about work when they go home. They should have switched the focus from students to parents when they noticed the decline of traffic, but that is only my two cents.