Is Higher Ed that much different?

A few weeks ago I discovered something that at the same time is both interesting and disappointing.  Simple searches for our 'brand' name on Flickr,  YouTube, and Facebook yield respectively an offensive (but amusing) photo, a video of a low point in the school's athletics past, and a whole bunch of unrelated garbage.

I have brought this to the attention of a few colleagues and have more or less been met with questions, (What is Flickr?), amusement, and indifference.

I have to think if we were Coca-Cola, or Walmart, or Wegmans, this would be very important to us. 

But does this kind of presence (or lack therof) in the Web 2.0 world matter to higher education?

I am thinking that it should.