Falling firmly under the heading of "it's about time," Scholastic Book Clubs is in the process of adding social networking and expanded e-commerce offerings to its traditional paper catalogs, reports The New York Times. The company plans to use its Facebook page (which already boasts more than 94,000 members) as a "virtual teachers' lounge." It will also begin using the page to discuss and address customer service issues.
There will always be a warm place in my heart for Scholastic. Growing up, I couldn't wait to get to school on the days that I thought the most recent book club order might -- just might -- be delivered. So I'm pleased to see the company taking strides to catch up with the times. And I hope it's just the beginning.
Teachers as a group are often neglected by brands when it comes to providing them with the kinds of enhanced tools that people in industries such as ours take for granted. Education isn't seen as a fast-evolving target -- budgets are rigid, books and equipment always have to last a few extra school years, and technological upgrades come late and infrequently. Sadly, the places where our collective future is shaped are stuck in the past.
Beginning to acknowledge teachers and educational professionals as active and enthusiastic members of our online society is a step in the right direction. And brands can lead the way.
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