The biggest challenge I face as an educator is that students use social media as a toy instead of a tool," Kathleen Stansberry, assistant professor of public relations and social media at Cleveland State University, writes in response to questions from CIO.com. "It is often assumed that millennials are social media experts because they grew up with interactive media. They may know how to use the technology behind sites like Facebook and Twitter, but they don't understand the strategy that goes into using social media to accomplish professional, personal, or organizational goals.