Reflection #2 Why Social Media Matters

     In his presentation Educational Technology Update for Future Principals in WA State, presenter Dennis Small highlighted a key finding from a survey of educational technology; 99.96% of Washignton classrooms are connected to the internet.  If almost every classroom is connected, why does it still feel so disconnected? Author’s of Why Social Media Matters: Communication in the Digital Age, Porter and Carnes profoundly state “New technology allows us to say more and reach more people in a shorter span of time and with less effort.”  Yet why is social media still an untapped resource for connecting to our stakeholders?  Technology has changed the way we get information; from the way we get news, communicate and explore.  I am learning that social media helps you build community and a sense of ownership among your stakeholders. So where do we start?

      Porter and Carnes suggest to “start asking stakeholders what they want and need to know, what services would be useful, and whom they would like to hear from, and once you ask, use their answers.”  It would be futile to dive into social media without finding out what the stakeholders need; think pre-assessment.  Next, as a digital leader it will be to promote my vision and provide support to facilitate it.  This begins with a shared feeling of responsibility for creating and embracing change.  Part of this change will be to demonstrate how social media can be a powerful tool for meaningful communication between school leaders and staff, parents, and community members.

     To get the most out of social media to truly harness its power, school leaders can remember to foster a healthy online presence focused on what we want our stakeholders to build our brand.  But there should be more than simply providing information and meaningless posts.  Porter and Carnes caution, “Instead of just pouring out facts, we must also engage our stakeholders by asking their opinions, arousing their curiosity, directing their efforts, and helping to inform their decisions concerning their children’s education.”  As a digital leader, I have to break the habit of a passive social media presence.  We are often careful what we ask for, but in this care, often neglect strong dialogue with our parents and communities.  Porter and Carnes remind that we “…send messages only the stakeholders’ left brains- their analytic side.  We neglect the right side of the brain-the emotional side.”  Sending messages to the ‘left side’ is safe, and avoids conflict, but I maintain that change can rise from conflict.

     I am excited to use social media to engage in meaningful dialogue that bridges the gap between schools and homes.  As I develop my ability to use it in my school will grow from my ability to lead this change in my community.  Leading this change will require a lot of hard work, modeling and support in the beginning, but these efforts will be paid in the strong relationships that are formed as a result.  The true measure will be when the culture of the school not only embraces social media, but is ignited by innovation focused on student achievement.