The 21st Century Principal

If your Facebook timeline is like mine, rarely does a day go when you don’t see a post that asks you to share it because your act of sharing will somehow benefit the subject of the post. For example, today I found a post from a well-meaning friend asking me to repost a photo with a description that stated, “If this boy gets 100 shares he gets his heart transplant for free!” Most of us would immediately repost without question, after all, it’s the least we could do in situations like this.

But here’s the real problems with these posts: they are bogus just about every time. Or so it seems. Lately, when I’ve seen these posts, I’ve gotten into the habit of googling the bylines, and just about every single time an article from Snopes.com comes up telling me the post is bogus. Snopes usually provides a bit of additional background as well, such as who is really in the photos, when the post began circulating, and other variations of the post. Web sites like Snopes are excellent tools for helping sort out fact and fiction from the web.

Part of us wants to believe that we can help someone so easily with the click of a button. We may even justify our reposting of things like this because we say, “What can it possibly hurt.” But in some ways we are perpetuating a lie and just maybe giving people a false sense of having done something good for another human being when we’ve really done nothing.

But sometimes the real issue we have with the web is our own personal approach to it. We turn to the web sometimes to only verify the world as we wish it could be or want to it be. For example, we want to believe that there are people like this little child who need a heart transplant, and there are people like us who can help. Better yet, just maybe, these opportunities to repost these requests for help exist to give us an opportunity feel better about all the time we waste thumbing through these social media sites.

Perhaps the truth is simply this: you can’t really believe much of anything that comes through your social media feed, and if you want to really make a difference in someone else’s life, turn off Facebook and help someone face-to-face this holiday season. In the real world, need can be a bit more obvious and you don’t need Snopes to fact check. If you take a hard look at the real world around, I bet there’s someone whose needs are apparent, and we might have to do a bit more than simply repost.

"In a linked world and a relationship economy, isolation costs too much," writes Jeff Jarvis in his book Public Parts: How Sharing in the Digital Age Improves the Way We Work and Live. Jarvis's argument is clear: In today's digital world, the cost of not being connected is too great. We live in what he also refers to as a "relationship economy" where value is derived from the quality of our relationships, and these relationships come from our sharing of ourselves with others on the web. He was speaking mostly of businesses, but I would argue that what he says also applies in general to education, and to educators specifically. We, as 21st century educators, also participate in a "sharing economy" where our value is based on the quality of relationships we make through "Web Presence" established through Twitter, Facebook, LinkedIn, blogs, and other content sharing outlets. 

The problem is, too many school administrators and teachers still remain on the sidelines. They haven't engaged in the "relationship economy with other educators" so, even though they might have a Twitter account, it sits idle most of the time. Some may even view their timeline on occasion, but they miss one important piece of fostering digital relationships or connections: they do not interact and exchange through sharing. Without participation, no relationships are created, online or offline. As Jarvis so aptly points out,

"It's the same in the digital world as the real one: If you stay in your room all day, you'll never meet anyone and never know whom you've missed. It's Tinker Bell in reverse: Each time you don't share, a relationship loses its wings."

Being a digital leader is much more than boasting that you have a Twitter account or school Facebook page. If these are not used to share, relationships can't possibly be formed. To form solid 21st century relationships with other educators, you must share. This means you must give up the fear of being "public." To become a connected educator you must make a step outward and connect by sharing knowledge, ideas, tips, resources, or whatever you can to contribute to the global education conversation.

As Jarvis points out, we can't really be wallflowers or lurkers and engage the relationship economy of a linked world. To foster relationships, we have to "come out of our rooms" and engage others through the media. "To make connections we must be public and share." Moving to use the media to become public and share in order to form new relationships is a powerful New Year's Resolution!

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.