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According to Andy Beal and Judy Strauss, authors of Radically Transparent: Monitoring and Managing Reputations Online, “Shifting from traditional to social media requires new skills, new tools, and an understanding of social media platforms.” Any school leader bringing an archaic understanding and knowledge of old media to social media is in danger of looking foolish and perhaps in danger of getting himself in major trouble with stakeholders.

For school leaders looking for information about social media, business and industry have several organizations providing this valuable information. The Digital Influence Group, a social media marketing expert group, provides a “Top 10 List for Using Social Media” obviously directed toward business and industry. (See their list here.) Obviously, business needs are different from the needs of schools, but there is still much that can learned from their experiences with social media. For that reason, I have taken the liberty of revising and updating  this Top 10 List for Using Social Media” so that it might better reflect the things school leaders need to consider as they struggle with this 21st century media.

Top 10 List for Using Social Media for School Leaders & Other Educators


1. Educate your entire school community and all stakeholders about what social media is, what its benefits are, and provide them ideas on how to best use it. Many of the problems and misuse of social media result from both a lack of understanding of its power, and the features inherent in it that make it a way to engage 21st century audiences. School leaders need to first learn all they can about social media. This means attending professional training, reading relevant books and articles, and engaging in conversations with experts. While it is impossible to learn everything about social media due to its continually evolving nature, school leaders who set policy and direct a school community's use of the 21st century media need to know all they can. Once they have that knowledge base, they are responsible for seeing that their educational community is educated on its nature, its potential, its hazards, and its power. This means taking an active role in educating all stakeholders on how to use social media appropriately and effectively.

2. Establish policies and procedures that guide individuals in your school or district in the use of social media, and provide a clear understanding of roles and responsibilities with using social media. School leaders need to enlist teachers, parents, students, and community members in the establishment of policy and procedures to guide social media use for the educational establishment. However, this is not an effort to control content and usage of social media, but merely to set guidelines and policy that direct staff members and students on how to engage in its use for the school or district. For example, policy needs to make it clear when posting to social media is as an agent of the school or district. That same policy needs to delineate who speaks for the school or district in social media communities. It should also define roles and responsibilities of those engaging in social media use. It is important to establish these policies and procedures, not as a means to try to control content, but to protect the school, district, and its stakeholders.

3. Set clear goals for how your school or district is going to use social media. The question of how the district is going to use social media is important. What is the school going to use social media for?Which types of social media tools is the school or district to use? All these questions focus on what the district plans to do with social media. It's time for 21st century school leaders to move beyond bragging about having a social media presence and actually engage in its use to benefit school or district. Having a Twitter account or Facebook account for your school simply isn't enough anymore. It's now time to move to the question of "So what?" which is a 21st century question.

4. When school leaders and other educators participate in blogging, social networks, and online communities, it is important to be transparent. As school leaders move to full engagement with stakeholders using social media, being transparent is important. This means engaging in open, sincere, and honest dialogue with stakeholders through the media. It is a movement from using social media as just another way to make announcements and news updates, to actually engaging in conversations with constituents. To do that effectively though, school leaders and staff need to be authentic and seek to genuinely establish relationships with their communities. By doing this school leaders actually are engaging in social media in the manner in which it is designed.

5. Constantly evaluate the school or district's use of social media. This simply means examining regularly whether social media is being used in the manner desired, and whether the school or district is obtaining its goals and a positive reputation from social media engagement. This process for schools and school districts has to be ongoing.

6. When engaging in the use of social media use plain language, be sincere and candid.  Effective social media engagement is on a conversational level. Engaging others means speaking to them about the things they care about, using language all can understand. Posts to social media aren't dictates from on high. They are efforts to engage constituents in discussions of what they care about.

7. Provide valuable content and information to engage and educate your stakeholders and community.  Social media is an opportunity to provide stakeholders with information and content that is valuable and by doing so, schools and school districts enhance their own online reputations. Providing parents, for example, information about an opportunity for students to participate in a national study program is valuable information. Again, this means going beyond "just having a social media presence" to effectively using it to communicate and engage the school community.

8. Welcome feedback whether it is positive or negative and respond to it quickly. Social media is an opportunity for schools and school districts to allow for feedback on how they're doing. This can be rather tricky, but allowing your constituent groups the opportunity to speak about the issues that bother them is important. It is equally important for school leaders to respond to that feedback in a timely and appropriate but honest manner.

9. School leaders who want to promote their schools or districts need to participate in other online communities. It is vital that school leaders engage in the wider conversation about education and all the related issues. It is the 21st century school leader who sees participation in larger communities like Twitter's weekly #edchat or discussion boards like those sponsored by national and international educational organizations. School leaders need to engage the global community about their school or school districts too, which means using social media to engage in global conversations.

10. Use rich media (such as animation, video, audio) and humor to engage stakeholders. Using just text announcements posted to Twitter or to Facebook misses the real potential social media has to promote a school or district to the wider world. Schools can post moving videos or photos to a Facebook account. A school district can establish a YouTube account to showcase visually what is happening in the schools rather than just with announcements posted on its home page. Social media is much more than text and school leaders need to take advantage of the strengths of other media in their efforts to engage their communities.

It is truly the 21st century school leader who brings a twenty-first century understanding and knowledge to using social media instead of using it simply as a 20th century media to post textual announcements and news. Social media is so much more than a 21st century version of an intercom system. It is a tool that allows for engagement not passive consumption. Perhaps these ten tips will be a starting point that school leaders and educators can use to engage social media as it was intended.

In October, I posted “Top 10 Signs Your School Is Caught in a Time Warp: List for School Leaders.” Of course the whole idea behind that post was to call attention to those leadership proclivities that are actually hindering movement toward a 21st century learning environment.

Now, let me be just a bit more direct in this post. Here’s the list of indications that your school leadership is obsolete and in need of a big upgrade.


1. You actually find yourself defending school policies that ban the use of cell phones in your building. Cell phone bans need to go the way of the slate and chalkboards. Instead of prowling the halls to catch students with cell phones out, how about getting students to use them constructively? Besides, if a cell phone disrupts class, it is the user that actually disrupts the class, not the phone. Cell phone bans are a waste of administrative energy and time.

2. You defend adamantly the use of Internet filters on your school networks. I know all about the CIPA compliance issues and all, but perhaps your leadership is just a bit outdated and your knowledge of computers inadequate if you actually think filters work. Let’s face it, most districts put filters on their networks, not because they work, but because they allow them to keep their funding. If you really want to know whether your Internet filters are working, just ask a student. The smile on their face says a great deal. Heck, some of them might even show you one way they use to get to Facebook even though it’s supposed to be blocked.

3. You brag about the number of computers, smartboards, or iPads you have in your building. I have to point the finger to myself a bit on this one. It’s darn hard to resist boasting about your computer-to-student ratio when a fellow administrator brags about his, but the truth is, it really doesn’t matter if you have 3 computers to every student if no one is using them effectively for learning. Administrators have historically boasted about needing an iPad for every student or a laptop for every student. I’ve even heard school principals boast about having Smartboards in every classroom. Truth is, it’s not the numbers that matter; it’s what students and teachers are doing with those devices that matters.

4. You see Facebook and other social media as one of the biggest menaces of modern society.  Granted, I will admit I’ve dealt with enough “Facebook-connected issues” that I sometimes think “Zuckerberg” should be a bad word. But, social media is our reality; it’s our students’ reality. We can’t keep blocking it out with the hopes that it will go away. It will, in some form, outlast us all. Instead, let’s figure out some way to use social media educationally. We all might learn something.

5.  You think learning occurs only within the confines of your building’s classrooms under the direction of your teachers. Our students are learning about things they care about in spite of us. Classrooms are not the only places where student curiosity is satisfied (if they ever were). Our students are engaged in massive learning on their own while sitting with digital devices wherever they happen to be. It’s time to measure learning by something other than seat time and length of class periods. Perhaps we could even figure out a way to channel all that energy to learn to accomplish our educational goals.

School leaders suffering from “obsolete leadership” really do prevent schools from becoming 21st century learning places. Perhaps someday we’ll quit trying to defend the rules and question why the rules exist in the first place. That said, I am positive there are others indicators that could be added to this list.

 Back in 2001, Ted McCain and Ian Jukes said this about technology in general:

"We need to rethink what is really important in the use of technology. Amazingly, it is not the technology but the people who use it and their mind-sets that are the critical determining factors."

One thing I notice immediately in this classroom is the emphasis on what students are doing with the iPads, and not the iPads themselves. As McCain and Jukes pointed out, the technology itself isn't amazing, its the users and the mindset they have about its use that is more important.


The students in Larry Mitchell's class are not just using iPads. Any teacher can get kids to do that. What's more important are the high-level 21st century tasks of communicating, creating, and collaborating using the iPads that is our goal as 21st century educators. These students are demonstrating the mindsets of technology users to tackle educational tasks.

Perhaps the real challenge we have as administrators is supporting and fostering classrooms just like these. It is a whole new way of learning.




Observations on Transforming Classrooms with Mobile Devices

• The teacher in this video is knowledgeable about what the iPad can and cannot do. It is more than obvious in the video that the teacher is a knowledgeable user of the device too. He doesn't just hand it to them and tell them to go to it. He facilitates the learning they are doing with the devices.
• Use of the iPad in this classroom is not an add-on; it is an integral part of what students are being asked to do educationally. The iPad is not a toy passed out to students when they've been good. They are using it as a 21st century tool should be used: solving real problems, engaging and creating, and innovating.
• Learning in this classroom is truly individualized. Students are engaged in custom learning tasks that fit their needs and interests.

Thanks again @skipvia for Tweeting this link to me.

A couple of months ago, our tenth graders received their writing scores for the year. As a school we did very well with our proficiency level of 96 percent. What really bothers me about that particular writing test is a burning question, "Does it accurately measure the kinds of writing our students need to be doing in the 21st century?" Our students in North Carolina are asked to complete a writing test every March. On this test they are asked to complete "an extended informational response" which is further described as writing definition or cause and effect. Students are then scored for content and writing conventions. Basically, the prompts that I reviewed asked students to write articles or letters on a variety of topics. (North Carolina provides access to their writing prompts on the grade 10 writing assessment site here.) They also provide a full description of the assessment and how it relates to No Child Left Behind legislation. But even with all of the information provided by the state, my burning question persists? Just how does this assessment reflect the kinds of writing our students are doing and will be doing in the 21st century?

As a long-time English teacher who enjoyed teaching writing to students, it really concerns me that we are still using an assessment that does not authentically assess writing of the 21st century. The National Council Teachers of English have weighed in on this issue by describing the profound changes needed in literacy education and literacy practices. Because of these changes, they provide some imperatives schools might do well to heed.

• Our schools and our nation need to recognize and validate the many ways we all are writing.
• We need to develop new models of writing, design a new curriculum supporting those models, and create models for teaching that curriculum.
• We need to make sure that all students have the opportunity to write and learn in intellectually stimulating classrooms.
• We need to recognize that out-of-school literacy practices are as critical to students' development as what occurs in the classroom and take advantage of this to better connect classroom work to real-world situations that students will encounter across a lifetime. ("Writing in 21st Century" NCTE.)

As an administrator, I am always looking for solutions to managing the many tasks that come with being a school principal. During the course of the day, one or two dozen tasks can often come across my desk, and trying to find a way to keep track of all of these is problematic. Of course there are the usual Web 2.0 tools like Google Calendar, Remember the Milk, and Ta-Da Lists. All of the online tools have their positives and negatives, but I am always game for trying new software.

I honestly do not recall when and where I first heard of taskTome, but I do remember reading about it in some open source review. It looked promising so I downloaded a copy from http://tasktome.shanemca.com/. After installing it, I found it really does work as advertised. It basically has five main features:

1. Planner: You can use this feature to keep track of events. It allows you to enter an event, just like many calendar programs, but there is no alarm or reminder feature. The calendar has a very simple interface.

taskTome Calendar Interface

2. Tasks Manager: The Tasks interface for taskTome is also simple. It gives the user the ability to create tasks by clicking a single button. These tasks can then be given due dates, placed in a category, and assigned a priority. Again, though, there is no reminder alarm system with the software.

taskTome Tasks List Interface

3. Diary Entry: One feature that I found interesting with taskTome was the ability to enter Diary entries. During my tenure as an administrator, I keep a running administrative log that contains notes regarding administrative actions taken and the incidents and situations faced every day while on the job. This feature is a handy one to have for someone who is keeping a daily log of activities for documentation purposes. The only feature I wish was included was a timestamp button so that I could easily enter the time.

taskTome Diary Interface

4. Notes Entry: TaskTome also gives users a place to enter notes. This is basically a simple notepad like interface where users can enter information and insert dates and objects into them. Useful for keeping additional notes tied to tasks or events.

taskTome Notes Interface

5. Financial Tracking: TaskTome’s financial tracking feature was personally the least useful feature for me. Perhaps that is because so much of the schools expenses are tracked in other ways. Still, it looks simple enough and might prove useful to some.

taskTome Financial Interface

TaskTome is a very simple Task tracking program. For the user who really does not need a lot of extra bells and whistles, this program fits the bill. It has the ability export its event list, task list, diary entries, and notes, and will also export these same documents into PDF files. The program is also small enough to install and operate from a flash drive. It truly is a simple task management program.

If you have been educator for any length of time, you know how difficult it is to get the education system to change. During the nineties, I remember all to well the struggles my high school had when we were trying to switch to block scheduling from the traditional six-period day. It took an entire two years to get the idea finally implemented, because it honestly takes long time to win over students, parents and teachers. One of the obstacles to any change or reform in schools is the common belief out there, that schools "should be just like they were when I attended." Everyone has some kind of idealized picture of how school should be, and attempts to change that picture receive very hostile attention.

A recent illustration of this hostility was North Carolina's attempts to revise the social studies and history curriculum. Basically, the state wanted to spread out the study of history over multiple grades so that students could get a more in-depth look at history and social studies. In a memo June Atkinson, State Superintendent, states that "one of the over-arching goals of the new curriculum standards was to give our students the opportunity to study U.S. history in depth to the present day." Because of this the team that wrote the proposed curriculum so that students would receive multiple opportunities to study U.S. history through reconstruction before they entered high school. In effect, STUDENTS WOULD RECEIVE MORE HISTORY RATHER THAN LESS. This mess all started after FOX news misrepresented the facts, as they so often do. They published a story that stated that "North Carolina Schools May Cut Chunk Out of U.S. History Lessons." The proposal from the North Carolina curriculum team was an attempt to restructure the U.S. History curriculum so that students encountered more of history. Well, after FOX News did its magic, our state education leaders found themselves battling the lies and half-truths spread by a national news network.

To make matters worse, it seems our state politicians are now voicing their concerns. In a letter published here, and written to our state superintendent and State School Board Chairman, one of our state senators, Marc Basnight voices his opposition to any changes in the high school history curriculum. His rationale is simply that only high school students can understand and appreciate our country's history like the Civil War or our country's founding. His suggestion to "offer history as an extracurricular activity outside the school day" demonstrates just how far removed this man is from the realities of the modern school and classroom. I'm sure we would have a million students waiting in line to study history after school! His argument in a nutshell is that "U.S. history must be taught in its entirety during the high school years." No room for experimentation or change. What is really interesting is the veiled threat placed at the end of the letter. "I look forward to working with you as we continue improving education in our state." My personal translation of that is, "Keep you hands off our history curriculum, or I will introduce and get passed a law that mandates that all U.S. History is taught in high school." It does not take a long look at our state's history to see that our legislature has no qualms about meddling in curriculum.

This incident illustrates the same forces at work that are keeping or trying to keep schools from moving into the 21st Century. The tendency to want to keep schools like they were in some earlier ideal time is extremely strong, and it is very difficult to introduce and implement change because of this. Whether it is suggested curriculum change like this one, or some kind of restructuring of the school calendar, politics sometimes dictates that schools should be same as the schools of yesterday.

I suppose the question at this point is, how do we break out of this rut? Usually a crisis of some kind is the easiest way. It took Sputnik and the belief that we were behind in the Space Race to change science and math instruction. Perhaps it is going to take the same kind of crisis, perceived or real, to force us to really and truly rethink our schools. When America is on the brink of becoming a true third world country because of an outdated education system, people might finally wake up and see that the schools they attended were first of all, not all that ideal. The old schools only educated a small number of our citizens. Now we are charged with educating everyone. They will also see that our schools, especially high schools are obsolete. Perhaps the true way we are going to really move our schools into the 21st Century is by attacking head-on this outdated vision of the perfect schools of the past, and replacing that image with what our high schools could really look like. Fellow 21st Century Administrators, that is no small order.