Debbie Weil is a Washington, D.C-based consultant, author, and blogger. Her focus is corporate and CEO blogging, so not surprisingly, her fine book is entitled The Corporate Blogging Book. Municipalist asked Debbie to share her thoughts on the social media kerfuffle involving Fairfax County, Virginia Public Schools, (background here and here) and to peruse this suggestion: Shouldn't large public sector institutions such as school districts investigate new ways to engage their communities including use of social media platforms such as blogging, in attempts to head off such silliness? Her reply:
Obviously, many people aren't familiar with the phrase "social media." They continue to think Facebook and YouTube and MySpace are for teenagers or weirdos. So it's not surprising that the Fairfax County School District isn't participating in the online conversation.
More to the point, what school officials and many others are not "getting" is the power of Google. Everything is *sharable* and everyone is *findable.* As more and more incidents like this are highlighted in mainstream media, more folks will have an aha moment and begin to understand why blogging and RSS and online video are relevant to everyone.
The reason more public officials and executives aren't engaging in the online conversation is because they don't understand that it's no longer optional. Everyone has a digital identity. Participate online and you can control or at least manage it. Ignore it at your peril!
Fairfax County school district, right next door to Washington, D.C., is one of the higher performing districts in the country. The dangerous Web 2.0 app that sunk the ship for the school district was You Tube. So, for instance: Why are there not dozens of videos from the Fairfax School District on You Tube? Videos that address issues, that include interviews with students and teachers and district leaders on any topic of interest, big ideas, district accomplishments, etc.? Then the district could work the blogosphere, especially locally, to get those videos posted out there on local blogs. Be proactive. Answer questions before they are asked. Fat, unaccountable, distant public institutions such as too many public school districts can do this.
This story is about much more than a snide phone call exchange. The issue that the mainstream media is missing here is the technological backwardness of public institutions, as smart-ass kids with cellphones take down the grownups one at a time.