Sandy Russell, president of the school district's PTA, said parents have many questions about the monitoring, a topic that will be addressed later this month when the superintendent makes his regular appearance at a PTA meeting.
Parents want to know how and why this is being done, Russell said.
"If it supports a child in a difficult situation -- whether it's bullying or stress level -- and if it helps, any parent would be thrilled to have the help. But how is that happening?" Russell said.
"When you find something you're concerned about, what are you doing? Do you approach the child, with or without the parents? What does this mean? When people don't have information, they make up scenarios," Russell said. "Some of the concerns I've heard is when kids say something nasty about a teacher, will they get in trouble? I understand that's not even remotely possible."
Superintendent Sheehan said students won't be disciplined for commonplace criticism.
"As far as anything said about teachers, as long as it's appropriate, it will be ignored," he said.
Frydrych's firm doesn't hack into private postings by students, nor their e-mail or text messages.
"I find it interesting that people keep asking if we're doing something illegal or snooping or eavesdropping, but what we're actually doing is looking at public posts," Frydrych said. "We don't see any private posts."
Students can adjust their privacy settings if they don't want the world to see their tweets or Facebook updates.
Frydrych's analysts stay abreast of the symbols, phonetic spellings, abbreviations, initials and other code-speak that youths type on social media.
Hate, for example, could be spelled "h8," and teens may refer to drugs with such words as "red," "rolling," and "blunt," Frydrych said.
In another example, Frydrych's firm learned how youths use drugs such as liquid hashish through vaporizers, or "vapes," which are devices like electronic cigarettes that allow for inhalation without creating smoke, Frydrych said.
Teachers may not be aware that students are dipping their mouths into their jacket in order to take a hit off their "vapor pen," Frydrych said.
Frydrych's team will be able to spot whether the student or a classmate posts a public message about that activity -- with a message stating, for example, "can't believe a kid is getting high in geography right now, sucking on their vape," Frydrych said.
What school officials do with the daily findings of Geo Listening is up the district, Frydrych said.
"This isn't about our company questioning parents," he said. "We fully respect the challenges of being parents.
"We enforce the code of student conduct for every school we serve" by compiling a day-by-day report, he said. "It's up to the district to handle it."
His firm is about to expand schools' monitoring capacity with a new smartphone app that allows students and parents to anonymously report to and correspond with school officials about conduct violations.
"Honestly, we're not spying on kids. Can we focus back on the problem: The problem is we're not listening effectively," Frydrych said. "And we're shifting that."