JCPSC - Social Media Overview - April 21, 2010

JCPSC Webinar: Social Media Overview Esther D. Kustanowitz April 21, 2010

Our Goals
To learn how social media can help support
Jewish projects, programs or organizations
and create stronger, more valuable relationships
with the people we serve
Context for the culture of social media
Introduce some social media tools and outlets
Find orgs, progs and initiatives using SM to strengthen presence, message, relationship
Culture and format of Facebook/Twitter
Intro to blogging theory, pitching projects to bloggers

EstherK, Why Are You Here?
Nearly a decade of full-time Jewish non-profit experience
Self-taught tech
Social media does my PR while I sleep
Social media transformed my career, work, life  Los Angeles

Visualizing Social Media Culture
Interactive community – Jewish framework
כל ישראל ערבים זה לזה
אל תפרוש מן הציבור
“ Social” = networks, personal recommendations most trusted (e.g. Amazon.com)
Opportunity: crowdsource challenges, offer responses (“fairy godmother” - Best Buy ad – twelpforce )

Information and Relationship Management
It’s not about becoming:
Your company’s IT specialist
“tech-savvy”
“a tech geek”
It’s about learning the tools that help you:
manage, organize and access information
manage, increase and deepen relationships
reach people where more of them are ( Social Media Revolution clip )

Social Media and Fundraising/Nonprofit Grassroots Mobilizing
Beth Kanter dedicated her birthday to help send Cambodian students to school: goal $530, raised $4,540 (more at http://beth.typepad.com , @kanter)
CommunityOrganizer 2.0 blog
“ A report by Lightspeed Research about what US consumers want from brands online - top demand is “to improve their knowledge.” Specifically, consumers want brands to offer relevant news and analysis, new ideas and thinking, useful applications that consumers can download, and to create a space where consumers can interact directly with the company or staff. This type of content moves a company way up on the credibility scale.” - Deb Askenase (@askdebra)

Social Media Aid to Haiti
Social media allows aid offers to spread widely and quickly, but….
…misinformation also spreads quickly
Ad Age (01-17-10) - http://adage.com/article?article_id=141553

Social Media Aid to Haiti
International Red Cross
Texting $10 at a time, automatically added to phone bills, raised over $10M (as of 1/15/10)
UPS
Announced $1 million in cash and in-kind donations to relief organizations.
On Twitter, incorrectly spread that UPS offered free shipping to Haiti for any box with a postage fee of $50 or less.

But the Good News Is…
Corrections also spread quickly, making “damage control” much faster and easier
Social media savvy-folks like to be “in the know” – like a VIP info list
Creating trusted relationships with your clients establishes you as an authority/inside source
Trust brings referrals – forwarded emails, shared posts, retweets etc.

What’s Social About Social Media, Even Professionally
What does “social” mean to you?
Friends
Trust
Events
Relationships
Connections
Be “in the know”
- Answers from a previous social media training for Jewish professionals

Effective Social Media Interactions Contain…
Commitment to relationship-building
Collaborative spirit
Involvement in public infostream
Initiating & participating in conversations
Authentic voice
Adding value to public discourse, online & off (self-promotion is secondary)

Pitching Your Audience
Every tweet, FB invite or blog post is an opportunity to connect with consumers – PR/add value
Knowing the audience, pitching appropriately – internally to your org / externally to bloggers
Adding value
What you value
What your intended audience values
Universal values added: information, education, opinions, humor, commentary
“ Please give”  “Please receive”

Social Media Immersion Process
Research (Recon)
Understanding (Analysis)
Taking Action (Moving Ahead)

Research
Develop “ambient awareness” of social media – schedule surveillance time
Follow links, explore tools that increase social media’s accessibility (Mashable, Inside Facebook, FB Connect, LinkedIn (#in),Tweetdeck, mobile apps)
Who’s doing it right? Visit social media of other organizations: what can you “borrow”?

Who’s Doing it Right?
@SixthandI
@daroff
@Leahjones
@Kvetchingeditor
@BJPArchive *
@ROICommunity *
@ IKAR-LA *
@AWP_JCommunity* (Twitter starting, FB strongly underway)
@BI_NEXT
JTA’s Top Twitterers
* indicates past or current client

Sixth & I Synagogue Washington, DC
Dynamic, multi-tiered presence:
FB fan pages for the synagogue , and for the “Sixth in the City” young professionals’ group
Tone is young, consistent, official - “the ‘gogue”
Events, graphics, pictures
Twitter – actively contributing to conversations (& also promoting events)

Facing Facebook: Strategy
If not familiar FB, become familiar – ask someone (friend or consultant) for a tutorial, explore on your own
Group or Fan Page?
Groups foster group discussion around a topic
Pages allow entities (public figures/organizations) to broadcast information to fans on their page, but not via direct FB mail
Read the FB FAQs – official responses and user responses
Questions for your organization:
Who will be responsible for posting content? How often?
What will the tone be?
Will you link FB with other social media (blog or Twitter)?

Facebook: Being Professional
Don’t clutter official FB pages (strange photos, Farmville, zombies etc)
Page should be consistent in tone with the organization (or have a reason why it’s not)
Do follow your instincts and personal experience
Use what you like (discussing stuff on your friends’ walls, Scramble)
Don’t use what annoys you or others (Farmville)
Use what resonates or inspires you to action (reaching out to friends in need, Causes)

Twittertech: Setup
Goal: Listening , sharing, asking & responding
Listening & touring the site, becoming familiar with terms
Replies/@/Mentions; DM; RT, HT, #hashtags
Setting up an account
Choosing your handle
Your name (@estherk)
Your org’s name (@JCPSC)
A project’s name (@g_dcast)
Finding followers (address book, other people’s accounts, twitterator.org, lists)
Continuing to listen more than you respond

Twittertech: Posting
Conquering 140
Brevity, poetry, strength, mission, value
Link to and RT others
Abbreviate URLs with tinyurl, bit.ly, j.mp
Use # to categorize (~ tab in a file cabinet)
Use a viewer for a cleaner look at the info (Tweetdeck, Ubertwitter, Tweetie)

Twittertalk: Strategy
Contributes to the efficiency of Jewish nonprofit organizations:
Creates transparency
Allows immediate customer service response
Solving problems publicly shows customers you’re handling things
“ Listening” to conversations already in progress provides valuable insight into
Organizational chatter (you’re the CIA)
“ the market” / instant focus group (you’re the marketing wiz)
World and community news and trends (you’re CNN)

Blogging 101
SHAMELESS PLUG - MORE TO COME IN WEBINARS #2 and #3
Blog = weblog = CMS for easy, online publishing
You may have or read blogs without even knowing it (Gawker, TMZ, HuffPo, Salon, Slate, even MSM have blogs on their websites)
Writing, reading & commenting on blogs
promote your organization
start new conversations
adding value to existing conversations

Organizational Blogging: Strategy
Does your org need/could it benefit from/is it ready for a blog:
Reading blogs, seeing what’s out there
Blog will need regular content (staff time)
Comments should be open, but can be moderated (staff time)
Blog should reflect org’s goals, but also add value to larger conversations
What are competing blogs/orgs blogging about? What can you add to the conversation?

Research  Understanding
Social media regimen/cultural immersion
Find the time (coffee breaks, lunchtime, etc)
Check Twitter/Facebook page at least once a day
Read the Tweetstream or Status Feed of people and orgs you’re following – begin to participate in conversations
Upload address books to identify your contacts who are using FB and Twitter
Share a FB group or event with friends who are “hubs”
Visit Jewishblogging.com or JRants.com
click on a few headlines
monitor/join a conversation
Ask questions (professionals/civilians)

Taking Action
Determine your institutional voice or voices
Identify person/people to update Twitter and Facebook on behalf of your org (daily)
Identify newsy angles for programs, use as hook to promote org in online conversations
Consider starting a blog, so you can host conversations
Find “mavens”/hubs in your community, invite their feedback & partnership
Consider inviting personal assessment by a social media trainer

Resources Available
“In Plain English” series
Mashable.com and Inside Facebook e-mail
Google Alerts - articles of interest (~ Burrelle’s)
Online articles:
http://fundraisingcoach.com/articles/twitter-for-nonprofits-and-fundraising/
NYTimes technology columnist David Pogue on Twitter: http:// pogue.blogs.nytimes.com /tag/twitter/
Manifesto: Social Media for Jewish Organizations: http://estherkustanowitz.typepad.com/myurbankvetch2005/2009/11/manifesto.html
Request Social Media planning worksheet, YouTube social media video playlist from me via email

How to Find Me
[email_address]
http://twitter.com/estherk
http://facebook.com/estherkustanowitz
http://myurbankvetch.com
http://jdatersanonymous.com
http://beliefnet.com/blog/idolchatter
http://roicommunity.org
http://youtube.com/EstherK

JCPSC - Social Media Overview - April 21, 2010

by Esther Kustanowitz on Apr 21, 2010

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