The Commandments of Social Media:

Facebook, Twitter and Social Media’s Implications for the

SynagoguesPresented by Lisa Colton,

Founder & President Darim OnlineLisa@darimonline.org

434.977.1170

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

Unaffiliated but stronglyconnected. Prospective members!

Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement.

These are your80/20 people:Mavens and ConnectorsMore effective atExpanding ourReach than the “institution”.

Circle representscurrent “community”,the tight(er) innernetwork.

In general, the thicker the interior network,the stronger the community.

Use Networks Smartly

Characteristics of Social Media

• Participatory: It blurs the line between producer and consumer, media and audience.

• Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy.

• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.

• Communal: Supports formation, growth & strength of communities around a particular shared interest.

• Connected: Thrives on being connected, rather than being territorial and proprietary.

LISTENING with FACEBOOK

Source: Flickr user andyadontstop

Facebook

www.facebook.com/templeisrael

Take advantage of tools

Participation

OpenYourEars

Temple Israel, Memphis Facebook Page

OpenYourEars

Temple Israel, Memphis Facebook Page

OpenYourEars

Temple Sinai, Oakland, CA

• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008

• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw

• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED

Ambient Awareness

#1

Social media is

continuing to evolve.

Fast.

ENGAGING with TWITTER

Voice: Sixth & I Synagogue in DC

Twitter Basics

A Person, Not Just A Brand

Social Means: Make It Human

• Authenticity buys attention

• How can you make your work personal?

Real Life Example

Social Content is Social Capital

• Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.

• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.

• 1:12 or 1:20 ratio

• CBI Preschool• Share what’s going on inside with interested parties outside

• Reinforce learning at home

• Demonstrate value beyond the obvious

• Embed video

Beth Israel, VA: Preschool Blog

Invite User Generated Content

Examples:• CNN iReport• Tags in Flickr, blogs, Youtube

• Crowdsource by asking questions (learn, connect, engage, respond)

• Guest bloggers• Hashtags on Twitter

Unofficial Outposts

Find places where your target audience goes.

Participate in the conversation. Add value, educate, include links.

Use your “listening” to identify these places.

It’s a Tool

Success of the tool is if it helps you achieve your goals.

Thus, critical to know your goals and then determine which tool(s) to used in which ways.

1. PEOPLE: Identify audience(s)– Understand their technographics profile

2. OBJECTIVES– What are you goals and objectives for this audience?– Listening to needs, energizing alumni, connecting like minded people…

3. What is the STRATEGY to reach these goals? – A plan (with room to grow)– Implications of the plan (privacy policies, training, etc.)

– Who is in charge? Who is participating?– How to evaluate vendors/products

• Determine the specifics of the TECHNOLOGIESyou’ll use. Implement, measure, refine!

Thinking Strategically: POST

Community Building

Source: Flickr user JYRO

Community Building

Source: Flickr user Rick Neves

Community Building

Source: Flickr user divemasterking2000

FINAL THOUGHTS

• Stay nimble - Change will continue

• Know what you want to measure and how you’ll know if you’re successful

• Think about staffing and guidelines

• Address your whole culture, not just marketing & Fundraising.

John Fitch’s Steam Engine

John Fitch’s Steam Engine

IT’S NOT ABOUT TECHNOLOGY