Have you watched the YouTube video below? I watched it soon after it “aired” and it is one of my favourites. I knew then that it was an ad for T-Mobile.

Video source

From a recent New York Times article, I learned that it was screened on television only once, but the ad and its tag line (Life’s for Sharing) spread virally over the Web. I also learned that it was an advertiser’s way of trying a different approach.

The traditional approach would have probably included repeated screenings on the small and big screen in bids to capture eyeballs and empty wallets. The viral (and subsequently free) approach taken by the ad firm was to rely on word of mouth and social networking. And spread the word it did!

This got me thinking about how some teachers use technology ineffectively while others integrate it meaningfully and powerfully. The latter group not only deeply understand how the technology works but are also acutely aware of its sociocultural use.

Consider how one teacher might use a blog merely for class announcements while another might engage students in informal but meaningful forms of writing. One teacher might resort to tweeting assignment reminders while another might use Twitter to learn from and contribute to an informal, social network of likeminded educators.

The same principle applies in advertising and education: Know your audience and the tools they use. Use it as they do and they are likely to pick up and carry on your message.