To make the case for academia's engagement in knowledge mobilization and public scholarship in social media, we begin by providing a justification for the use of new technological modes for integrating scholarly endeavors. As an example, Sun Tzu's Art of War philosophy is applied to academic scholarship within the present school reform discourse and education privatization landscape. Next, we discuss how public scholarship in social media can impact aspects of the profession such as peer-reviewed work, the tenure process and commitment to community-engaged research. We conclude that public scholarship and the mobilization of empirical work into social media is an important endeavor to address the persisting lack of scholarly influence and relevance of academics in the public discourse.