Social Media and the National Enquirer Condition

Social media sites like Linked-In suffer from what I would call the "National Enquirer Condition” (NEC). That's why the information offered on social media must be read with a highly critical eye. Social media has become the new 21st century tabloid.

The National Enquirer, if you remember is a Tabloid that uses sensational headlines and photo covers to lure and entice grocery shoppers to pick up and purchase their so-called news magazines. 

Content was only as important as to its ability to attract eyeballs. 

Social media suffers immensely from NEC, not because it provides a platform for quality content; but because it provides a platform to spread content that engages, where Truth does not matter, nor does quality content.

What matters is whether or not you focus on eyeball attraction above all else. Quality and truth are secondary.

Post every day, even if you have nothing to say and the machine spread your content like a manure spreader.

The end result of the National Enquirer Condition?

Social media platforms become malarkey megaphones. All content is degraded and tarnished. Promotion is the game not having something worthwhile to say.

And, if you still don’t get enough eyeballs gaming the Enquirer algorithm, you can pay to spread it as well.

Social Media: Tool for Manufacturing Ourselves and 'Truth'

What is the real issue with social media? Set aside the fact that entities like Facebook are selling our personal data to the highest bidder. Ignore the practice of the perpetual eavesdropping of these companies in our personal lives. What the real issue is with social media is simple: You can't believe anything you see. You can't trust that others are who they say they are. It is a place of fiction and fantasy, distortion and misinformation. It is a place where truth is whatever users determine or think it to be.

The problem at the rotten heart of social media is best described by Margaret Wheatley in Who Do We Choose to Be? She writes:

"In humans, how we define ourselves determines our perceptions, beliefs, behaviors, values. Social media enables a culture of manufactured identities, where people create any self that ensures their popularity. In the Digital Age, identity has changed from a culturally transmitted sense of self within a group to an individual one, where you can be anything you want." (p. 19)

Any technology that allows one to "manufacture" his or her identity is problematic. While it might be acceptable to "market" oneself, in social media, truth is often the fatality. The worst quality of social media is that it allows individuals to manufacture a version of themselves that is far from who they really are. They can be someone they want to be rather than be authentic.

If there's one lesson educators need to get about social media, and share with students is this: Social media is not simply a communication media. It is a media of distortion and propaganda. It creates manufactured persons. Educators of all people should be wise enough to see this rather than buying into the hype of what this industry would have us believe.

Facebook, Twitter, Linked-In aren't simply tools of networking and connection: they are tools for manufacturing identities.

Interesting Inforgraphic: The Use of Social Media in School

I think this infographic makes a solid argument for making use of social media in schools. I hope you find is as interesting as I did.

The Use of Social Media in Schools infographic by obizmedia.

5 Guidelines for Rational School Leader Response to Social Media Issues

What should be a school leader’s response when a student uses social media in an inappropriate manner? This Winston-Salem Journal Editorial “More Education, Guidelines Needed for Officials, Students on Social Media and School Security,” makes the usual call for more rules and education about improper use of social media. But was this event a “social media problem” or was it “a behavioral or crime problem?” I think the answer to that question is at the heart of how a school leader should respond to a student’s misuse of social media.

The scenario described in the Winston-Salem Journal, states that a 16-year old student used another student’s Facebook page to pose a threat to students and staff at her high school. She was arrested for making a false report and communicating threats, and as the editorial indicates, she faces some serious prison time for her actions which is as it should be. It should be clear though, Facebook does not in any way make this crime any different than using a handwritten note or some other media to make that threat. The crime was not the use of social media. The crime was the action of making threats which is illegal. Making this distinction is at the heart of how a school leader should respond to these kinds of incidents.

If social isn't the issue, what kind of guidance is there for school leaders in situations where students use social media in inappropriate ways? Here’s some suggestions.

• Deal with the criminal or inappropriate action, not the media. The issue was not whether the threat was communicated through Facebook or not. The issue was that a student made threats to students and staff and under North Carolina law that is illegal. It is important that school leaders focus on the illegal behavior or the problem behavior, not Facebook. Bullying is wrong. Improper communications between a teacher and student is wrong. Whether it occurred on Facebook or the phone is irrelevant except as  simple facts in the case. School leaders need to keep their eyes on the behavior and not delude themselves into thinking that if Facebook would go away, then the problem would not have happened.
• Follow the same procedures you would follow after finding a threatening note pasted to a restroom wall. Again, the focus is on the criminal activity, not the media. If procedure demands that parents be contacted when a threat to students and staff is made, as soon as the threat is discovered, make that contact. It is important that guidelines focus on the threat, no matter how that threat was communicated. Equally important is that our response always focus on the behavior at issue.
• Take the lead and educate students so that they understand that criminal behavior (and inappropriate behavior) on social media has the same consequences as it would have anywhere else. Also, educate students on appropriate and inappropriate uses of social media. Students need to understand that their values and morals do apply in online spaces. They need leadership from school administrators in the form of a clear understanding that behavior online that is illegal or improper is still illegal or improper. Don’t make the issue murky by focusing entirely on social media.
• Be cautious of the usual “knee-jerk” reaction of blaming Facebook and other social media. Social media has undoubtedly complicated our jobs as administrators because of its powerful opportunities to connect our students and staff. But school leaders should not argue for bans because of these complications. Our responsibility is not to make our own jobs easier at the expense of trying restrict the freedom of others. Instead, we need to be reluctant to infringe on students’  and staff’s right to engage in free speech in online spaces. School leaders need to stop looking for “social media boogeymen” and deal with the behavior at issue.
• Educate yourself about social media. School leaders who deal with social media issues need to make sure they themselves know as much as possible about the media. Knowing how it works and how students and others use it is a key to making sure that responses to problems involving social media are rational.

School leaders do need some guidance on how to respond to inappropriate and criminal activity on social media, but that guidance needs to be based in reason. A rational school leader response to incidents like the one described in the Winston-Salem Journal needs to focus on what the real problems are. The real problems are the illegal and improper behaviors, not the media.

6 Reasons School Leaders Shouldn't Ignore Social Media as Communication Tool

In their book Why Social Media Matters: School Communication in the Digital Age, Kitty Porterfield and Meg Carnes make a strong case for school leaders engaging in the use of social media as a means of communication. As they so clearly point out, 

"School leaders must be able to communicate with all their stakeholders, from the staff members in their buildings to the parents and other stakeholders in their communities." 

In times past, school leaders could do that through published newsletters and similar communication channels. In the 21st century, our stakeholders expect a more interactive form of communication, often that form is social media. 

In their book, Porterfield and Carnes, provide a list of 10 current realities of social media that no matter how hard district leaders try to block, filter, or policy our way through, these realities are ours and we can't change them.  Here are six of those realities about social media that school leaders ignore at their own and their school or district's peril.

1. "Social media is a new way to build relationships." Social media is the new way to get out and connect and build those relationships. Shaking hands has given way to Tweeting. Conversations at community meetings has made its way to Facebook. Our new reality is that our parents are increasingly expecting to engage in educator-parent relationships through social media.

2. "Communication is no longer about you; it's about your customers." The old days of sending out newsletters meant you were able to tell your story and that's it. Modern communication through social media means that what you speak about is about the people you serve, not you or your organization. Social media is about engaging your customers in conversation about you and your school or district.

3. "If you don't tell your story, someone else will." The truth is, you, your school, or your district is going to have a web presence or digital footprint whether you want one or not. If your district decides to change the school calendar, implement some new dress code, or start school earlier, there are people on the web talking about it. If you don't engage in social media, they are the only ones talking about it. Use social media to tell your story and give them an opportunity to respond. Then, let them know you're listening.

4. "Your reputation is at stake." You and your school or district has an online reputation no matter how hard you've tried to filter, block, and avoid social media. If you aren't there to establish your reputation, there are those who will gladly do it for you. Ignore social media at the risk of your school or organization's reputation.

5. "You don't have to do it all at once." Contrary to conventional wisdom, school leaders are perfectly fine wading into social media waters by using just one or two tools to begin with. Try out Twitter first. Learn all about its benefits and limitations before trying to set up a school Facebook page. There's no reason you can't start small with engaging in social media as a communication tool.

6. "It's here to stay." Finally, school leaders need to stop waiting for social media to go away. While the tools may change, interactive communication using the Web will be around. It doesn't matter how much we filter, block, or avoid it, social media is a part of our culture, and 21st century school leaders know how to use its strengths to engage stakeholders.

In the 20th century, school leaders could be satisfied with sending home newsletters celebrating the stories of their schools. In the 21st century, those newsletters look archaic and harken back to a time when talking at people was perfectly fine. In our current era, our stakeholders expect to engage in two-way conversations about what's happening in our schools and school districts. Social media is a big part of our current communication reality and school leaders who minimize or avoid it are not engaging in 21st century leadership.

Note: I usually don't go out of the way to endorse a book this much, but I would encourage every school leader to get a copy of Why Social Media Matters: School Communication in the Digital Age. Porterfield and Carnes have created a textbook for school leaders to use as they engage in social media as a communication technology.

4 Social Media Listening Strategies for 21st Century School Leaders

In their book Why Social Media Matters: School Communication in the Digital Age authors Kitty Porterfield and Meg Carnes argue that for school leaders to use social media effectively, they not only use it to communicate out information, they must also engage in listening to what stakeholders are saying.

"Listening online gives leaders insight into their communities in a way that face-to-face meetings and surveys do not."

It is through social media that people sometimes reveal their true feelings. If they do not think you are listening, they may say things quite unlike those occasions when they think you are. Using social media to listen to what your stakeholders are saying is another way for you to get in touch with what they really want. To do that, Porterfield and Carnes suggest establishing a listening strategy for your school or district. So how does one establish this? Here's some suggestions I've paraphrased from their book, Why Social Media Matters: School Communication in the Digital Age.

• Decide how much time will be spent listening. Will it be once a day? Once a Week? Portfield and Carnes suggest that school leaders need to listen to their school or district's social media channels at least once a day. If a crisis occurs, obviously it will be necessary to listen more often. For example, during a contentious school board decision or during a well-publicized event involving a staff member or student, listening to social media channels needs to be much more often than once a day.
• Designate personnel who will do the listening and report back to administration. These individuals are charged with the task of listening to your social media channels. Large districts can perhaps charge their communications teams with these tasks. Small districts may have to select current district staff to serve on a listening team.
• Portferfield and Carnes suggest developing a "Social Media Collection Tool" to report out what was found from listening. This gives the district or school a physical record of what others are saying on social media sites. School leaders need to have a record of what conversations are occuring about their schools or districts, and this tool satisfies that need.
• Develop a plan on how the school or district will respond to what is heard on social media. School leaders need to evaluate the influence level of those engaging in conversations on social media. Answers to such questions as the following are also important: How will you respond to inaccurate or incomplete information being shared about your school or organization? What offical media channels will you use in your response if you decide to do so?

The perception that most school leaders seem to have of social media is a tool for making announcements to their stakeholders rather than a means to engage that same group in larger conversations about how we're doing our jobs. It is imperative that 21st century school leaders establish a social media listening strategy for their school or district in age where people are talking about us through social media whether we're listening or not.


Next Up: Social Media Listening Tools for 21st Century School Leaders