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Back in January I posted the below Tweet.

According to #Comm203 students in both classes – Facebook is on the way out. First time I’ve heard that in all the semester’s I’ve asked.

— Matthew J. Kushin (@mjkushin) January 28, 2013

My Communication & New Media class was talking about the boom and bust of Web 1.0, Web 2.0, and the “cool hunt” – the tendency of young folks to jump from one trend to the next. (Yes, of course MySpace came up. Interestingly, students this semester hadn’t heard of Friendster).

I have asked the same question every semester since 2008-2009, when I began teaching new media as a grad student at Washington State University. “What is the most popular social network?” The answer has always been Facebook.

This semester the answer was clear. Facebook is on the way out.

Is there a shift coming to social media?

A great article posted to CNET last week titled “Why teens are tiring of Facebook” offers an in depth look as to the social networking giant’s troubles. Many of those same troubles were echoed by my students. They can be summed up in this Tweet I posted to a question I got from @richelecole to my original Tweet as to what was in:

@richelecole Both classes stated Instagram and Twitter. Sentiment is that they are busy and want quick and easy. FB is too involved.

— Matthew J. Kushin (@mjkushin) January 29, 2013

In other words, Facebook:

• Lacks exclusivity – “Everyone” is on Facebook – and yes, that means Mom, Dad, and the grandparents. There could be nothing less cool.
• Is too cumbersome – Facebook, the social network that built itself on being sleeker and less chaotic than Myspace, is too complicated for the fast-paced on the go lifestyle. It takes too much time to maintain and participate in. Students said they just didn’t have time for all Facebook demanded of them. Twitter is quick and easy. Instagram is too, and the bonus is – pictures!

It seems my students aren’t the only ones thinking about unfriending Facebook.

As social media professors, are we always part of the cool hunt as well?

In a way. Trying to keep up with changing trends while balancing the many other responsibilities of being a professor may feel sometimes like an unwinnable race. That’s why it is so important that we keep our focus on what truly matters. Teaching students to think.

The tools will change. New trends will emerge. The fundamentals are much less fickle.

I think of them as:

1. Monitoring: Strategies for identifying, cultivating, monitoring, and analyzing information on the social/real-time web.
2. Metrics: Strategies for setting goals and what to measure on social media. And measuring them.
3. Optimization: Strategic use of optimization strategies to maximize potential exposure to communication content online.
4. Engagement: Strategies for targeting and engaging potential publics online.

When we teach new media, we should always keep in mind that the tool we’re teaching may be gone tomorrow.

It isn’t the tool so much that counts, as understanding the underlying concepts and strategies – the Why. If students learn only two things in my classes they should be: Be Adaptable (apply what you’ve learned to new situations). Be Lifelong Learners. These are platform agnostic skillsets.

Is a shift coming to social media and what does that mean for educators? As an educator, how do you stay current with changing trends in the classroom? What do you emphasize to your students?  Do you disagree with my approach? I would love to hear your thoughts and discuss this important topic further. Share your thoughts in the comments below.

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Cheers!

– Matt

image creds: Facebook logo. This version hosted by MarcoPako Flickr page.