IMPACT AS A 21ST-CENTURY

LIBRARY MEDIA SPECIALIST

by Peggy Milam Creighton

Peggy Milam Creighton, Ed.S., NBCT, is the library media specialist at Compton Elementary
School in Powder Springs, GA. Email: peggymilam@hotmail.com

Library media specialists have big roles to fulfill as program administrators, information
specialists, teachers, and instructional partners. But what about the more mundane tasks
accomplished every day? These small things do make a big difference. In his book The
Tipping Point: How Little Things Can Make a Big Difference, author Malcolm Gladwell
details these routine behaviors that reap big rewards (2000). Gladwell identifies three
types of people who can make a difference: mavens, connectors, and salesmen. He
explains, "Mavens are data banks. They provide the message... Connectors are social glue:
they spread it...." "Salesmen," he continues, they are the ones "with the skills to persuade
us when we are unconvinced of what we are hearing..." (2000). When I read this, I
immediately thought of individuals who fit into these three categories. But I wondered,
"How do these analogies apply to library media specialists?" Eventually, I realized these
categories identify the habits of exemplary library media specialists and make a big
difference in the success of their practice.
Media Mavens
Surely, everyone knows some library media specialists who are mavens. An article entitled
"Mavens" in Wikipedia identifies Gladwell''s mavens as "intense gatherers of information."
I think school library mavens are the wise ones who reap the information harvest for the
benefit of others. Library media specialist mavens recognize that they have insight into
what students enjoy reading and use that information to support reading instruction. They
understand that they play a key role in modeling technology tools, so they adopt My Space,
You Tube, Flickr, and Peanut Butter wiki and teach others. Library media specialist
mavens become Google Earth gurus, Frappr mapping fanatics, and Library Thing
catalogers. Media mavens are experts at using the Library of Congress, Search Systems,
The Institute for Library and Information Literacy Education, and the National Center for
Education Statistics to locate information. They use their knowledge of the curriculum to
make information more accessible to their students. They create pathfinders such as those
created by the multitalented Master Maven Joyce Valenza to better serve their staff and
students.
Library media mavens seek to increase their knowledge to better serve their patrons. They
gather data to assess their programs, as master mavens Joan Yoshina and Violet Harada
have done. Media mavens continue to grow professionally by Ninging with others,
Hitchhiking professional development, Feedburning informative blogs and podcasts, and
learning in a MUVE.
Library media mavens put their wisdom to work developing unique programs that attract
patrons with special needs, community partners, parents, and others in their community.
Library media mavens podcast story times, such as Master Maven Sarah Chauncey has
done. Library media mavens stream video of their school news shows so working parents
can tune in, offer Homework Help Hotlines by phone, blogs, or with Instant Messaging. For
all the patrons they serve, mavens play a role as consultants, advisors, information
gatherers, authorities, and niche-fillers. As such, they are valuable members of their staff,
valuable members of their communities, valuable collaborators, and valuable program
administrators.
Characteristics of Media Mavens
 wise
 insightful
 understanding
 technology models
 lifelong learners
 data collectors
 professional achievers
 program developers
 consultants
 advisors
 information gatherers
 authorities
 gurus
 experts
Library Media Connectors
Perhaps most readers can identify some connectors. Gladwell says, "Sprinkled among
every walk of life... are a handful of people with a truly extraordinary knack of making
friends and acquaintances. They are Connectors" (2000). The article "The Tipping Point"
in Wikipedia says that Gladwell's connectors are "those with wide social circles. They are
the hubs of the human social network...."
Connectors blog their thoughts and ideas, bringing countless minds together to comment
on the same issue virtually, such as Connoisseur Connector and self-proclaimed
curmudgeon Alice Yucht has done with her Alice in Infoland blog. Connectors have a way
of drawing others in and making them joiners, such as Connoisseur Connector Lisa Perez
has done with her virtual meetings in Second Life.
School library media connectors make themselves available to serve on technology
committees, attend team meetings, and write School Improvement Plans. As connectors,
they willingly offer to assist the principal, to mentor new staff members, or to tutor after
school.
Connectors are champions of causes that are important in the school library world: they
lobby for bills such as the SKILLS Act; they become National Board Certified Teachers,
conference speakers such as Connoisseur Connector Gail Dickinson or published writers
such as the prolific Connoisseur Connector Doug Johnson. They serve in professional
organizations as Sara Kelly Johns does, mentor new media specialists as Carl Harvey II
does, or teach online as Annette Lamb and Larry Johnson do. Connectors, like Connoisseur
connector Barbara Stripling, are role models who pave the way for others to follow.
Connectors are innovators, such as Connoisseur Connector Peter Milbury. They see
connections others have missed and share ideas, like Shonda Brisco and Diane Chen do.
They promote programs that enrich instruction during the day and in After School
Programs. They volunteer for things others avoid, assist with difficult behavior problems,
or provide timeout space. Library media specialist connectors are not afraid to try new
combinations and blaze new trails to forge a relationship.
Connectors build communities both in person and virtually. Connectors use collaborative
technology tools to draw folks together: they post literary and school-related events on
Google calendars and share them, create blogs to keep patrons informed, open Facebook
accounts, share Nings, and use Twitter as a virtual reference tool with Instant Messaging
help.
Library media specialist connectors share their knowledge with others. They create videos
and post them to Teacher Tube, such as Connoisseur Connector "Dr. Loopy" a.k.a. Doug
Valentine has done. They post their favorite websites to Del.icio.us for others to access,
communicate their experiences on LM_net or Teacher-Librarian wiki or School Library
Media Activities Monthly blog and share what they have learned so others can learn it, too.
Characteristics of Connectors
 bloggers
 assistants
 tutors
 lobbyists
 writers
 role models
 volunteers
 teachers
 joiners
 mentors
 champions of causes
 speakers
 innovators
 trail blazers
 community builders
Library Media Specialist Salesmen
It is most likely that readers know some library media specialists who are salesmen.
According to Gladwell, salesmen are the ones "with the skills to persuade us when we are
unconvinced of what we are hearing..." (2000). The article entitled "The Tipping Point" in
Wikipedia says salesmen are "charismatic people with powerful negotiation skills. They
exert 'soft' influence rather than forceful power."
As salesmen, library media specialists are writers and advocates of all things related to
school libraries, such as Super Sales people Ken Haycock, David Loertscher, and Blanche
Woolls. School library salesmen are the promoters of new trends in technology resources,
such as Joan Frye Williams, and, like Super Salesmen David Warlick or Michael Stephens,
they are compelling and magnetic. Library media specialist salesmen possess superior
marketing skills, such as Super Saleswoman Jill Stover, who has led the way in "thinking
outside the book" with her unique marketing strategies. School library media specialist
salesmen create slogans, write mission statements, create contests, and schedule events
that attract new patrons and keep veteran patrons coming back.
Library media specialist salesmen use research to convince others of their authority, such
as Super Salesmen Keith Lance and Ross Todd. They use their diverse skills to differentiate
their programs from the rest. If they are writers, they publish promotional material—
newsletters, brochures, flyers, blogs, wikis, websites, PowerPoints, and bookmarks.
Storytellers, such as Toni Buzzeo, take every opportunity to demonstrate their skills—at
Parent Night, on the school news, on the Web, at the Talent Show, at the fall fair. The artsy
ones create banners, t-shirts, signs, and even sculptures. Those who think they lack the
talent to do it themselves use prepared kits from the American Library Association or the
American Association of School Librarians.
School library media specialist salesmen are visionary, such as Super Saleswoman Debbie
Abilock—they introduce new technology trends and model their use. They convince
reluctant adopters to try new things, maximize use of their space and their resources, and
make their programs sound inviting. School library media specialist salesmen are
hawkers, clowns, attention-getters, magnets, speakers, promoters, and advertising
executives. School library media salesmen are the dynamos who convince others not to
lose out by not joining in.
Characteristics of Salesmen
 persuaders
 negotiators
 advocates
 compelling
 marketers
 publishers
 convincing
 clowns
 unique
 charismatic
 writers
 promoters
 magnetic
 researchers
 visionaries
 hawkers
 attention-getters
 dynamos
Implications for Library Media Specialists
So what can be learned from these three types of people? Some of the most successful
library media specialists are the ones who find their niche, and whether they are mavens,
connectors, or salesmen, these library media specialists have made a difference by
meeting a need. They model technology tools such as My Space, Teacher Tube, Flickr,
Google Earth, Library Thing, and Peanut Butter wiki. They podcast, stream video, IM, and
Twitter. They search the Library of Congress, stay abreast of legislation such as the SKILLS
Act, become National Board Certified and mentor others to do the same. They speak, write,
research, and promote all they can, and convince patrons to take advantage of it. What if
all of us could join with the collective chorus of library media specialist voices who are
currently making a difference in their daily practice? What if we could all lead "octopus
programs" such as Kelly Kuntz, past President of the Oregon Educational Media
Association envisioned when she said, "A strong library program would be like an octopus.
It would work its way into every classroom, and if you tried to cut off the tentacles you
couldn't because it was so interwoven into the fabric of the school...."
Resources:
Print
Gladwell, M. The Tipping Point: How Little Things Can Make a Big Difference. Little, Brown,
2000.
Internet (in order of mention in article)
Roles of the SLMS.
http://www.ala.org/aaslTemplate.cfm?Section=informationpower&Template=/ContentM
anagement/ContentDisplay.cfm&ContentID=19930
Malcolm Gladwell. http://www.gladwell.com
Wikipedia "mavens." http://en.wikipedia.org/wiki/Maven
My Space. http://www.myspace.com
You Tube. http://www.youtube.com
Flickr. http://www.flickr.com
Peanut Butter wiki. http://pbwiki.com
Google Earth. http://earth.google.com
Frappr. http://www.frappr.com
Library Thing. http://www.librarything.com
Library of Congress. http://www.loc.gov
Search Systems database. http://www.searchsystems.net
The Institute for Library and Information Literacy Education. http://www.ilile.org
National Center for Education Statistics. http://nces.ed.gov/
Joyce Valenza's pathfinders. http://www.sdst.org/shs/library/pathmenu.html
Violet Harada article. http://www.schoollibrarymedia.com/features/articles/Nov06.html
Teacher Librarian ning. http://teacherlibrarian.ning.com/
Professional Conference summaries. http://www.hitchhikr.com
Feedburner Aggregator. http://www.feedburner.com
Second Life multi-user virtual reality environment. http://secondlife.com/
Sarah Chauncey's podcasts. http://www.grandviewlibrary.org/StoryTelling.aspx
School news shows. http://mes.wcs.k12.va.us/morning_news.htm
Homework help hotline. http://www.putnamcityschools.org/hefner/homework.html or
http://mhms-media.blogspot.com/2006_10_01_archive.html
The MHMS Media Blog. http://mhms-media.blogspot.com/2006_10_01_archive.html
Wikipedia "connectors." http://en.wikipedia.org/wiki/The_Tipping_Point_(book)
Alice in Infoland. http://www.aliceinfo.org/
Virtual meetings in Second Life.
http://slurl.com/secondlife/Info%20International/127/233/34/
SKILLS Act. http://www.ala.org/ala/aasl/aaslissues/SKILLS_Act.cfm
NBCT. http://www.nbpts.org
Gail Dickinson. http://education.odu.edu/eci/dir/vitae/g_dickinson.shtml
Doug Johnson. http://www.doug-johnson.com/
Sara Kelly Johns. http://fromtheinsideout.squarespace.com/
Carl Harvey II.
http://www.nobl.k12.in.us/media/NorthMedia/LMS/NORTHLMC/HARVEY.HTM
Annette Lamb/Larry Johnson. http://eduscapes.com/lamb/
Barbara Stripling. http://www.schoollibraryjournal.com/article/CA499368.html
Peter Milbury. http://www.school-libraries.org/milbury/
Shonda Brisco. http://txschoollibrarians.ning.com/profile/ShondaB
Diane Chen. http://deepthinking.blogsome.com/
After School Programs. http://teacher.scholastic.com/products/bookflixfreetrial
Google calendars. http://www.google.com/calendar
Facebook. http://www.facebook.com
Ning. http://www.ning.com
Twitter. http://twitter.com
Teacher Tube example.
http://www.teachertube.com/view_video.php?viewkey=3c2807e1dd9963eda16d
Doug Valentine.
http://teacherlibrarian.ning.com/photo/photo/listForContributor?screenName=drloopy
Del.icio.us example. http://del.icio.us/peggymilamcreighton
LM_Net wikispaces. http://lmnet.wikispaces.com/
Teacher Librarian Wiki. http://teacherlibrarianwiki.pbwiki.com/
SLMAM Blog on Web 2.0. http://blog.schoollibrarymedia.com
Wikipedia "salesmen." http://en.wikipedia.org/wiki/The_Tipping_Point_(book)
Ken Haycock. http://slisweb.sjsu.edu/people/faculty/haycockk/haycockk.php
David Loertscher/Blanche Woolls. http://www.gale.com/reference/about-
reviewers/blanche-woolls-david-loertscher/index.htm
Joan Frye Williams. http://www.infopeople.org/workshop/instructor/56
David Warlick. http://davidwarlick.com/wordpress/?page_id=2
Michael Stephens. http://tametheweb.com/
Jill Stover. http://librarymarketing.blogspt.com/
Keith Lance. http://www.lrs.org/documents/resumes/kl_res.pdf
Ross Todd. http://www.scils.rutgers.edu/~rtodd/
Library flyers. http://www.ed.gov/pubs/parents/LearnPtnrs/library.html
Library bookmarks. http://www.gale.com/free_resources/marketing/find_yourself/
Toni Buzzeo. http://www.tonibuzzeo.com
Library sculpture. http://www.olc.org/marketing/6wcpl.htm
ALA/AASL Marketing kits.
http://www.ala.org/ala/pio/campaign/prtools/campaignforamericaslibrariesprogramwa
shingtondc/marketing_workbook.pdf Or
http://www.ala.org/ala/pio/campaign/schoollibrary/schoollibrary.htm
Debbie Abilock. http://www.noodletools.com/debbie/bio/
Space. http://www.edfacilities.org/rl/libraries.cfm
Kelly Kuntz. http://www.nwrel.org/nwedu/09-01/link.asp