A recent report by the American Sociology Association examines why it may be useful to consider social media and public communication in tenure and promotion decisions. The report, called What Counts? Evaluating Public Communication in Tenure and Promotion, notes that public communication is beneficial for advancing scholarly knowledge and methods, and for expanding the visibility and relevance of the discipline. The report suggests that departments consider including a public communication criterion for tenure and promotion beyond the three traditional categories of teaching, research, and service, or recognize and reward public engagement within the categories. Because public communication may be time-consuming, the report advocates “only that which clearly supports and enhances research, teaching, service, professional development and stewardship to the public should be embraced.”