Public schools are keenly aware of the power of the mainstream media; a critical television segment or a laudatory newspaper article will be talked about in the hallways for days. But the landscape has shifted, and school leaders must embrace a new, growing reality: social media has become the source for breaking news.
School districts, because of budget constraints and the conservatism necessitated by intense public scrutiny, have often been slow to adopt new technologies.
By now, it’s standard practice to have a website or – perhaps – a Facebook page or blog. But in general, schools are lagging when it comes to the most important social media channel when it comes to the dissemination of breaking news: Twitter.