Reading and Social Media

It is very apparent that we have a different breed of students from years past. Students of today want to be able to access information when they want it. The want answers to questions at the moment they have the question. They do not like waiting. It use to be a "pull" mentality of getting students in (and to some regards it is still like that); but a trend I am seeing is that the "pull" is turning into the "push" by many of today's students. I read a recent article that talked about a couple of different studies where one study indicated that 40% of the students spend their time on social media and the hours spent on social media each week is higher than other forms of reading. Another study showed trends with the use of social media increasing. Click here to read more about the article...so my question would be is how can we leverage social media to encourage increased academic reading? I don't think outlawing technology in the classroom (for in-person) will help, we need to integrate social media and the use of social media in the classroom (including online). If you have ideas, please share.