Social Media Specialists?: The use-or nonuse-of social tools sparks Twitterstorm

A recent firestorm on Twitter involved media specialists and education technology experts who considered whether librarians who don’t engage in social media are jeopardizing their careers not to mention student learning.

“Can a media specialist do their job now if they are not also a social media specialist? I’m not sure,” Karl Fisch (on Twitter: karlfisch), director of technology at Arapahoe High School in Centennial, CO, posted on the microblogging site. The question came amidst a flurry of tweets that stemmed from one by Darren Draper (ddraper), the director of technology services at Canyons School District in Cottonwood Heights, UT, who asked: What role does a social media specialist play in schools? That single post evolved into a heated conversation in which ed-tech advocates argued that social media platforms such as Facebook and, of course, Twitter are critical to 21st-century learning.

Even so, some media specialists—and higher-ups, too—are simply unwilling to learn these new tools. “Our media spec w/ exception of 1 have no idea what social media is neither do their supervisors w/exception of 1 in 11,” posted Robin Ellis (robinellis), an instructional technology specialist for the Quakertown (PA) Community School District.

With that attitude, say critics, librarians could see their positions becoming obsolete, as digital technology and communication evolve around them and they’re left behind. “If educators can’t/won’t change job related expectations/duties to reflect changing needs, we become Chrysler or GM,” tweeted Stuart Ciske (sjciske), an educational consultant with the Wisconsin Department of Public Instruction.

The issue comes at a critical time. Library media specialists, already hampered by dwindling budgets over the years, are feeling the impact of the current recession, with further cuts to resources and even staff. So how to remain relevant has never been more important. The fact that the conversation was itself conducted via social media only underscores the need for media specialists to be conversant with these tools.

Draper posted the original question to gather feedback from his Twitter friends as he builds a staff of media specialists to serve the 44 K–12 schools at the new Canyons School District. His decision to hire four media specialists and one “social media specialist” stemmed from his conclusion that schools now need social media experts, especially to help get their peers up to speed. “It’s going to be helpful to have a live person to go to,” says Draper. “For those coming in, it’s less needed. But it’s bringing along the rest that’s the challenge.”

To Joyce Valenza, it’s essential that media specialists rise to the occasion. The librarian at Springfield Township High School in Erdenheim, PA, Valenza says that the American Association of School Librarians’ Standards for the 21st-Century Learner require students to possess not only relevant technology skills, but also an understanding of the ethical gathering of information—on all digital and social platforms. Media specialists, she contends, must be at the forefront of this effort. “If a librarian is not willing to lead, then it’s not likely to happen,” says Valenza.