Perhaps it’s the end-of-summer’s-approaching ennui or plain old cranky, middle-aged contrariness, but as I witness the barnstorming enthusiasm for Facebook-like social media on display at any given online-learning conference and contrast that with the drumbeat reports of Facebook’s declining popularity, I can’t help but think that some of us are living in a state of denial.

I think our intent is good. We want to serve our students, we want to make it easy for them to communicate, we want to create a socially cohesive learning environment, and we want to give them the tools they need to succeed. We think we know our students; we think we know what they want. So let’s build our own social sites!

I’m afraid it’s wasted effort for the most part. Here’s why.

First, we’re replicating existing services and efforts. My department has ruminated for months about a social site for our adult students. Well, surprise! Students who wanted a social space have already created their own Facebook group, demonstrating again the truism that individuals can and do move faster than committees. Will these students abandon the group they created for a university-branded one? I’m betting not.

Second, we’re too late to the game. Facebook is hemorrhaging members, as the cool kids move on.  Twitter is the heir apparent; fast, flexible, and mobile. It certainly has great potential; see James Moore’s excellent presentation at http://preview.tinyurl.com/mg74tv . And as mobile devices become more ubiquitous, you’ll see more and better apps like MobilEdu, created by Terribly Clever Design and recently acquired by—wait for it—Blackboard.

So what does Blackboard know that you and I should? When to recognize that the game has changed. Blackboard realized they couldn’t design a better mobility app than the whiz kids from Stanford and stopped wasting time trying to. They’re free of denial and playing to their strengths.

We should play to ours.