Social Media Companies Need to Be Accountable and Better Contributors to Society

 "No, Facebook and the other big tech companies are, plainly, tearing the social fabric to threads, and pulling people apart." Justin E.H. Smith, The Internet Is Not What You Think It Is, A History, A Philosophy, A Warning

Though Facebook and other social media companies have boasted about connecting people together, they have, in fact, been "pulling people apart." Social media as it is currently constructed, does not connect people or bring them together; it separates, divides, and polarizes. Its promotion of the sensational, the most engagement-causing content has created a machine that values nonsense, gossip, and the most outrageous over what is true.

In addition to being a misinformation propagator and spreader, it values the self-absorbed, self promoter regardless of the true worth or value of the content these "so-called influencers" spread. X, formally Twitter, is a bullsplat amplification platform that effectively spreads nonsense far and wide. Facebook facilitates and algorithmically groups people in homogenous worlds where users can escape any views or perspectives that diverge from their own small worlds. Tik Tok provides users with endless hours of nonsense in video format. Social media as a whole doesn't deserve the pedestal on which our culture has placed it, nor the amount of energy educational leaders have devoted to it.

What is even more tragic is that educators and educational leaders have accepted uncritically what the social media companies have said about the necessity and inevitability of their products. The whole social media promotion industry of social media gurus and so-called communication specialists have convinced both educational institutions and companies that they "need to be be on social media and participate or suffer irrelevance." Anyone questioning this social media dogma is branded a heretic and as being anti-tech or anti-progress. 

But it is time to begin questioning the place of all these social media platforms in our culture and society. It is also time to push for regulations of these platforms and to hold them accountable for the damage they do. We need to stop these companies from "tearing our social fabric to threads... pulling people apart" and demand that they be better contributors to society.

7 Must-Read Resources on Social Media for School Leaders

There are obviously quite a few social media resources available to school leaders on the Web, but finding high-quality information can be difficult. Here are some books that I consider vital for school leaders seeking to learn as much as they can about its potential to enhance leadership and education. Each of these books are excellent sources of information for the school leader trying to learn about social media and potential in educational leadership.
 
Why Social Media Matters: School Communication in the Digital Age by Kitty Porterfield and Meg Carnes 
Porterfield and Carnes' book is one of my personal favorites. As the title suggests, it focuses on providing school leaders with the "know-how" of using social media as a communications tool. School leaders, however, are not encouraged to use Facebook, Twitter and other social media tools as a 21st century announcement system. Porterfield and Carnes encourage school leaders to use social media's most powerful feature, the ability to engage stakeholders in a multi-way conversation. This book equips school leaders with the tools necessary to communicate effectively using social media in the 21st century.




 
The School Leader's Guide to Social Media by Ron Williamson and J. Howard Johnston
Williamson and Johnston's book offers school leaders a complete panoramic view of social media. They give one of the most comprehensive views of both the potentials and the pitfalls of engaging in social media use. Williamson and Johnston provide such timely information as: Concerns and Benefits of Social Media Use, Encouraging Responsible Use of Social Media, Creating Acceptable Use Policies Governing Social Media Use, Overview of the Social Media Tools, and Social Media Skills to Be Taught. The School Leader's Guide to Social Media is one of the most comprehensive resources available on social media.




 
The Connected Educator: Learning and Leading in the Digital Age by Sheryl Nussbaum-Beach and Lani Ritter Hall
This book provides school leaders with a complete review of what it means to engage in the use of social media as a "connected learner." Nussbaum-Beach and Hall take readers through the whole idea of engaging in social media as a means to learn 21st century style. Using the tools of social media allows school leaders to expand their connections to a world beyond the classroom. This book provides a complete model to make global learning and connecting happen.




 
What School Leaders Need to Know about Digital Technologies and Social Media edited by Scott McLeod and Chris Lehmann
In this collection of essays, edited by educational technology experts Scott McLeod and Chris Lehmann, school leaders get one of the most complete descriptions of the tools of the social media toolbox. This book takes readers through a complete survey of all the tools---from blogs to social bookmarking to even gaming. Readers will find this comprehensive overview of social media tools extremely useful and they plan and development social media strategy.




 
Personal Learning Networks: Using the Power of Connections to Transform Education by Will Richardson and Rob Mancabelli
Richardson and Mancabelli’s book is one of the most comprehensive and engaging reads yet on the potential of “Personal Learning Networks” as a transformative force in education. This book focuses less on the social media tools and more on the strategies educators can use to foster, not only the development of their own personal learning networks, but also the personal learning networks of the students they teach. As a part of the school leader’s library, this book is an excellent strategy guide for engaging in social media as a means to foster personal learning.


 


Radically Transparent: Monitoring and Managing Reputations Online by Andy Beal and Judy Strauss
While this is the only book on the list not written specifically for educators, Radically Transparent: Monitoring and Managing Reputations Online is the best guide for school leaders who want to move beyond just using social media as personal learning network tool or as a communication tool. This book provides strategy on how to proactively engage in social media use to foster a positive online reputation. In the 21st century, school leaders can ill-afford to ignore their school or school district’s online reputation. This book provides school leaders with the tools in which to engage social media as public-relations tool and become completely transparent, which is an expectation for 21st century organizations.




 
Social Media for School Leaders by Brian Dixon
Dixon’s book is another excellent resource on social media for the 21st century school leader. This book gives another comprehensive overview of the social media tools, including some not found in the other books. It also provides readers with a comprehensive framework for understanding how to use social media effectively. Dixon’s books is excellent combination of introduction of the social media tools and the strategies to use to engage in their use effectively.



 
These seven resources provide school leaders with the most comprehensive view of social media possible. By reading these and referring back to them often, as well as engaging in the use of the tools and the strategies, school leaders can effectively become social media leaders in their schools or districts.

3 Easy Things to Do with Your School or District's Facebook Page

The negative press about educators' indescretions in Facebook posting is enough to send the 21st century school leader running in the opposite direction when someone talks about engaging in the use that media for school communication. But such thinking ignores the fact that other media has been, and will be abused in the same way. When a school staff members uses the phone line to engage in illicit activity, we don't take our the phone lines. We deal with the real issue, that staff member's behavior, not the technology.

But once a school leader gets beyond the fear, there are three good reasons to use Facebook to communicate with the larger community and the world. Here they are:

• Use Facebook to inform and Educate: This is probably the way it is most used by school leaders. Facebook is the perfect medium to announce what is happening in your school or district. You can post about new school or district initiatives. Post those big news items such as visiting dignitaries, budget information, and even new educational programs. Facebook is a source of news for an increasingly large number of our constituients, so we need to use it in that manner.
• Use Facebook to engage stakeholders: Facebook is an opportunity though, to move beyond just making announcements, and engage your stakeholders in conversations about your school or district. Once you've established clear guidelines for comments and posts, you can engage your parents in discussions about the proposed school dress code, or the new bell schedule. There's no reason to be afraid of those conversations. They are going to happen anyway. Bringing them to Facebook just brings those conversations under your radar so that you can know your community's true feelings about what you're doing. This is taking Facebook use to another whole level that many districts and district leaders aren't ready to move to, mine included.
• Use Facebook to entertain stakeholders and to celebrate: Facebook is a perfect opportunity to entertain your stakeholders with the many talents your students have. Posting a video of the band performing, or a interesting video created by a student are the kinds of things our parents find entertaining. It is also a way to celebrate the great things your school or district is doing.

It truly is tempting to either ignore the movement by organizations to social media due to all the negative press it receives. But to do so limits your school or district from taking advantage of one of the most effective 21st century communication tools.