Marketing Your Brand

From the New York Times, a high profile story about how edtech companies are recruiting teachers as “brand ambassadors” to promote their products to schools and other educators.

Ms. Delzer is a member of a growing tribe of teacher influencers, many of whom promote classroom technology. They attract notice through their blogs, social media accounts and conference talks. And they are cultivated not only by start-ups like Seesaw, but by giants like Amazon, Apple, Google and Microsoft, to influence which tools are used to teach American schoolchildren.

Their ranks are growing as public schools increasingly adopt all manner of laptops, tablets, math teaching sites, quiz apps and parent-teacher messaging apps. The corporate courtship of these teachers brings with it profound new conflict-of-interest issues for the nation’s public schools.

I’m not really sure the Times has discovered anything new.Super Software

Google, Apple, Smart, and other tech companies have had “certified” educator programs for many years. Look around any education-related conference like ISTE and you’ll find many sessions presented by Google Certified Educators or Apple Distinguished Educators. Some of the same speakers also show up at company booths in the vendor hall.

I know many of those educators, and few are receiving significant compensation, if any, beyond maybe a t-shirt or some basic tchotchkes. Most enthusiastically use the products they demonstrate at conferences and other professional development, motivated by wanting to share their successes with their colleagues.

But then there are also the high profile edtech “rockstars”. The ones who are featured speakers at conferences, who have tens of thousands of followers on their websites and social media, get quoted in the edtech press, and who are constantly promoting the products of a particular company. What’s rarely made clear is their relationship to the company.

In the interest of full disclosure, I’ve done hundreds, maybe thousands, of professional development sessions over the years. I was never compensated for using any of the products in my sessions. In fact, when I was working for my previous employer, I hesitate to recommend even the district’s officially blessed tools if I didn’t believe in them. That attitude certainly fouled up my chances of ever working for Blackboard or Pearson. :-)

Anyway, the bottom line to this story is the question of whether teachers who promote a particular brand or product to their peers, regardless of any compensation, are breaching ethical standards or even violating local and state laws. Can you promote a specific device, piece of software, or web service and still remain objective in deciding which tools will work best for your students?

I don’t know. The comparison made to similar relationships between doctors and the pharmaceutical industry could be far too close.

By the way, near the beginning of the article, the writer includes one sentence that I think deserves far more attention in the whole discussion of the use of technology in the classroom.

Moreover, there is little rigorous research showing whether or not the new technologies significantly improve student outcomes.

A topic for another rant on another day.

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