I do still see value in teaching students how to blog, precisely because academic blogging (as practiced by academics) involves reflection, citation of sources, interaction with archived posts from the past and current posts by peers on other blogs. Blogging, as a genre, extends beyond using any one piece of software. Being an “expert” on Twitter or Facebook means you’re very good at following the grooves that have been placed before you (by the designers of Twitter and Facebook). My strategy as a new media teacher has always been to empower students with the ability to learn new systems (and to hack them, if the need arises). Rather than producing expert users of the latest trendy tool, my curricular focus is to produce good writers who are comfortable learning new ways to communicate.
Being an expert in social media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.
Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you.