Change in Communication for School Leaders

This is my second installment in a series of blog posts on the changing nature of school administration and school leadership. This post speaks to how expectations for communication have changed.

As I write this, we are approaching the two-year anniversary since the Boston Marathon bombings on April 15, 2013. Our nation was anxious for the apprehension of those responsible. As the manhunt built to its crescendo, I followed along simultaneously on television, news apps, and Twitter. On Twitter, I witnessed the emotions shared by individuals from far away and right in Boston. Our combined energies surged as our brave law officers closed the net, and we collectively cheered the outcome.

Afterward, it struck me that this was a new moment in our culture where we not only witnessed the news instantaneously but also, in some very small way, participated in it.

Much has changed in the last 100 years in the public's expectations for news and information. A century ago, news sometimes took weeks to reach its audience. In the 1930's, radio set a new standard for the immediacy of news. Television later competed and hastened the pace. But it was the modern Internet that made news instantaneous.

For years schools were largely oblivious of the need to communicate openly with their public. As the competition for students opened up between districts, schools polished their game. The usual result was a monthly newsletter. Later schools added web pages, but even this has not yet been fully supported.

However, our public is not waiting for us to catch up with modern standards for sharing information. They expect modern web sites with up-to-date news and the ability to find the information they seek. They want instant text messaging for important issues, and they want school information to come through multiple sources.

Most importantly they expect to hear the most important news immediately. Moreover, they want the news explained to them in a way that refers to them personally.

We were all shocked and saddened by the tragic news from Newtown, Connecticut, in December of 2012. But what surprised me afterwards was the way our public wanted our local school to respond to them in some way with assurances of what we were doing to keep their children safe.

This is the modern world. News is instant, and people can interact with it. If a school truly seeks to reach its public, it must share news the way the public expects it.

Leadership at Its Most Powerful is by Example

I once knew an executive who routinely displayed displeasure and sometimes contempt for his subordinates. Meanwhile he would preach to his team how they needed to improve staff morale. Unfortunately, the lieutenants emulated the leader. His team may have been told what to do, but they did as they were shown.

If the leader does not do it, there is actually a disincentive for someone in the rank and file to move toward the cutting edge. Whether intentionally or without awareness, a leader's actions (or inactions) are setting the thermostat for the organization. We want the acceptance and appreciation of our leaders, so we emulate them and their actions. This is particularly why we gravitate toward dynamic leaders. They epitomize the courage, determination, and enthusiasm that we would like to see in ourselves.

I understand why many educators are slow to personally embrace modern technologies in their schools and leadership. Schools are people-centric organizations. We are held accountable primarily for how we interact with others and build relationships with students, staff, and community. There are a number of competent and highly regarded school administrators who meet the current expectations of their schools without an extensive skill set in using technologies. And as technology races ahead of us, we wonder if it is truly worth our effort to include this vast territory in our domain.

I have had my personal experiences with these doubts. As a young educator entering the profession, I embraced desktop computing very quickly. I recognized how it could enhance my work, and I have taken pains to remain current in this area. However, after several years in the professional, I saw the emergence of the new social medias, and I did not understand them. Late-night comics made jokes about the banal "tweets" that celebrities issued. Twitter seemed unintelligible, and Facebook seemed prosaic. I did not understand why these were relevant, and I finally concluded that the concept was maybe a generational thing. I decided to let the younger set move ahead with social media and its applications to education.

Then I had a small epiphany. A few years ago, I attended the National Conference on Education hosted by AASA. I joined several sessions focusing on technology, and all the speakers said the same thing: "A leader has to lead by example."

I responded, "Of course! I knew that. Why did I forget that simple principle?" I left the conference with a personal resolution to get back ahead of the technology movement.

I believe my attitude toward technology and all it can do for our students is making a difference in how our staff view the future of education.

All leaders need to remember this simple truth about leadership by example, and we need to recognize that technology is the future for the students we serve. With this simple understanding, our direction is clear.

Be the leader. Set the example.

What Superintendents Can Learn From Twitter

Below is an article in the August 1, 2012 issue of School Administrator magazine that I wrote in partnership with my colleague superintendents Pam Moran, David Britten, and Joshua Starr.

Can a message of only 140 characters really affect change in the world? Twitter is doing just that one message at a time.

Twitter is the world’s second most popular social network with 140 million users. Members send microblogs or “tweets” of a maximum of 140 characters. Twitter forwards 340 million of these tweets every day. Educators around the world are using Twitter for conversations on significant educational issues. Joining the confabulation, a growing number of school superintendents are realizing the power of Twitter as a tool within the profession.

Twitter is helping superintendents overcome the isolation of the office. David Britten (@colonelb) of Godfrey-Lee Public Schools in Michigan said he found it lonely at the top. “Along came Twitter and although I didn’t really know how to use it effectively at first, when I began meeting other superintendents like Pam Moran (@pammoran), Dave Doty (@canyonsdave), and John Carver (@johnccarver),” said Britten, “I quickly realized the value of connecting on a nearly real-time basis with my professional peers.”

Pam Moran, superintendent of Albermarle County, Virginia, connected with Britten over Twitter and has participated in collaborative project work with him for two years. “Our work together often begins with a tweeted question or a shared resource,” said Moran. “As a result of our twitter professional learning network (PLN), Dave and I first connected about his district’s BYOD (bring-your-own-device) implementation. It wasn’t long before I had a commitment from @colonelb to Skype into our back-to-school leadership team meeting.”

For Britten, Twitter fits his philosophy of transparent leadership by providing him with a vehicle to communicate on the move to staff, students, parents, and his Board of Education. He links Twitter to the district’s web page, his personal blogs, and the district Facebook page, which her personally manages. “One of the immediate benefits of real-time communications is the growing level of trust between my administration and the professional staff,” said Britten.

Joshua Starr (@mcpssuper), superintendent of the 147,000 student district of Montgomery County Maryland, uses Twitter to promote best teaching practices. “If I am visiting a school and see a powerful lesson or an effective teaching strategy, I can take a picture and send out a Tweet,” said Starr. “It takes 30 seconds and not only let’s people know I’m visiting schools, but gives them a glimpse into my educational philosophy and what I value in teaching and learning.”

The depth of Twitter increases as users follow “hashtags,” key words beginning with the pound symbol (#). This makes them easy to search and connect. An on-going dialogue is taking place daily at #suptchat.

Lists also make Twitter more usable. “I follow @DanielLFrazier/supts and it’s a key list for me,” said Moran. “I can click in anytime and find any of several hundred other superintendents in the stream. Some days, I may lurk in watching what my peers post because I just need the reflective space. On other days, I will retweet and add to the conversation, bringing in other people to the conversation.”

Beginning users are cautioned to take it slowly but be persistent. The cacophony of messages can drive people away shortly after they start. Taken as a whole, the messages make little sense at first. But users watch and learn. It takes time to acquire an understanding of the power of the tool.

“Even if a superintendent is not actively tweeting, they should be monitoring Twitter,” said Starr. “There is an important conversation happening about education right now, and much of it is happening on Twitter. By following the right people, you can quickly understand what is going on in the world of education, know what you need to read or, at least, ask your staff to get up to speed.”

Moran describes Twitter as, “a tool for learning, re-energizing, engaging, and searching collaboratively with people from all walks of life and background experience. Twitter helps superintendents sow their seeds of curiosity and reap the benefits of exploring beyond the boundaries of our districts.”

Here’s to meeting you online! Find me @DanielLFrazier.

10 Reasons for Education Professionals to Use Twitter

Can a message of only 140 characters really affect change in the world? Twitter is doing just that one message at a time.

Last week I met with a small group of teachers and administrators to show them some of the merits of using Twitter as an education professional. I have already read many blogs about the virtue of educators using Twitter, so my message is nothing new. It is simply my perspective that I share with anyone who would like to catch up on the meeting of last week.

Here’s what I told the group:

1. Twitter has quality content. Forget the trivial stories about what some celebrity had for lunch. A dynamic group of dedicated professionals are using Twitter to share resources to improve our profession. Follow those people.

2. Twitter is easy to use. The many messages look like a lot of noise at first. You have to be patient and acquire a taste for the application to find order in the chaos. After that, it is simply a matter of making time to read some messages and pass your own along.

3. Twitter is connecting. Education is about people. We are people serving other people. Twitter adds that human interaction to the resources and information we find online. You can make acquaintances and friends of colleagues you meet in this medium.

4. Twitter is mobile. It is on you computer, but it is web-based so you can access it anywhere. It can also be on your phone. From your phone, you can connect broadly with your network or send direct messages to specific people. At a recent conference, I was able to track down and meet face-to-face several of my online connections using the direct message feature.

5. Twitter is information fast. As I began my Twitter presentation, I sent a message asking some of my followers to greet the group. Within minutes, I had several personal greetings that demonstrated the responsiveness of the system.

6. Twitter creates networks. The people I connect with become my Personal Learning Network. I check the resources they recommend. I ask for their feedback and counsel. I try to help them when I can. We are helping each other to learn and grow within the profession.

7. Twitter has depth. At first, it is about the messages constantly coming and going. But it gains in power as users learn to use and follow lists and hashtags (#) to organize and find information. I recommend using HootSuite or TweetDeck to better access these features.

8. Twitter is important conversations. Education is being subjected to the greatest criticism it has ever experienced. We are all looking for ways to improve. Join the conversation for how we can move our profession forward.

9. Twitter also has recreational uses. Although I am purporting this application to be a professional networking tool, you can use it for news, sports, hobbies, and recreation. Try following a vacation spot or two you would like to visit someday.

My final advice is to take it slowly but be persistent. The cacophony of messages can drive people away shortly after they start. Watch and learn. It takes time to acquire an understanding of the power of the tool. Do not feel you need to think and tweet profound thoughts (if you follow me, you know I don’t). It is all right to take without giving back at first. Later you will understand that . . .

10. Twitter is sharing. When you read a tweet you like, feel free to retweet it. When you find an article online, and you think, “Hey, this is valuable,” share the link with others. When you find an idea that has merit, sum it up in 140 characters and pass it on. It does not have to be an online resource. But if you are learning new things, share the wealth!

Here’s to meeting you online! Find me @DanielLFrazier.

Modeling the Five Tech Behaviors We Want from Teachers

Leadership in its most powerful form is leadership by example. If you are a leader of people, you know this. But it is hard work. It is easier to talk about what to do than to actually do it. However, you are reading this because you want to be the best that you can be. So lead out front, modeling the way you want others to follow.

Technology is the future for our students. We know we need our teachers engaging in it. So below are five technology behaviors you need to adopt (if you have not already) if you are to model the skills of a 21st Century leader.

1. Keep reading and stay current.

For years, monthly professional journals were our primary sources. Now we can find experts from all different fields, and they can all come directly to our homes or offices. We already know we have to keep reading to stay current. But now there are technology tools to help us in this endeavor.  First, learn to search online. That's easy. Next, develop a professional learning network (PLN) and watch their posts, follow the links they recommend. They probably posted it because they found it valuable. Finally, learn how to use an RSS feed. Instead of picking up the morning newspaper, click to your RSS reader. News sources and blog posts most relevant to you come directly to you. They find you.

2. Keep searching and find exciting resources.

While you are out there searching, share your information. Post sources the way you see others do in your PLN. You want your teachers bringing exciting thoughts to their classrooms, so you must bring exciting resources to your professional development activities.

3. Communicate and connect with parents and the public.

Share the news. Learn to post directly onto your school's web page. Don't wait for someone else to do it for you. This is the age of instant communication. Learn to create wiki pages to share news, and use blogs and message boards to get your news out.

4. Communicate and connect with peers.

I already mentioned the PLN. It is most powerful when it is online with professionals from around the world. To connect with them, you need social networking tools like Twitter (@DanielLFrazier) and LinkedIn (Daniel Frazier). Learn how to use these tools, and then more importantly, get in the habit of using them regularly.

5. Share and support the profession.

We do work every day because someone laid the foundation for us yesterday, last decade, or generations ago. We have a professional obligation to build upon their foundations and make things better for the next educator. The lessons we learn can be communicated without someone learning them the hard way--maybe the way we did. Share your thoughts, advice, and experiences where others can find them and learn from you.

If you follow these behaviors, you'll be setting an example as a 21st Century leader.

I know I left some things out. (Let's say it was intentional.) Please comment below and offer me your thoughts on what else should be part of this list.