JHub UK - Social Media 201-J

Social Media 201-J: The Jewish Framework for Social Media JHub Esther D. Kustanowitz December 2011

How Can Social Media Help Jewish Professionals?
Connect
Support outreach & fundraising efforts
Strengthen community
Create stronger, more valuable relationships
Court engagement from “younger” people

Are Nonprofits Seeing Results on Facebook? www.wildapricot.com/blogs/newsblog/2011/06/13/are-non-profits-seeing-results-on-facebook
According to a Wild Apricot survey, over 80 percent of organizations surveyed feel that Facebook is effective in:
Increasing awareness of their organization (not a notable increase in new constituents)
Reaching more people
Providing information to their constituents
Enhancing relationships with their constituents

Takeaways
Two (or more) frameworks for understanding social media’s culture
Introduce social media tools
Culture & format of Facebook, blogs & Twitter
Begin to strategize about improving social media use
Identify local mavens
[Pitching projects to bloggers]

Effective Social Media Interactions
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)
Intentionality - kavanah

Tools of Intimidation

Language Immersion
To learn Hebrew:
Simultaneous translation
Ivrit b’Ivrit
Ulpan
Learn by speaking with Israelis in a cultural immersion

Social Media Immersion
Research (Recon)
Learn terminology, aseh l’kha rav
Understanding (Analysis)
Deeper understanding, ivrit b’ivrit
Actions (Moving Ahead)
Total immersion – jump in, listen and participate, accept corrections

Research
Develop “ambient awareness”
Learn the language
Schedule “surveillance time”
Follow links, explore tools that increase social media’s accessibility (Mashable, Inside Facebook, FB Connect,Tweetdeck, mobile apps)
Who’s doing it right? What can you “borrow” from them?

@EstherK Buzzwords
Showing up – being present
Creating and deepening relationship
Adding value
Connecting passionately
Living generously
Making life more meaningful

Facebook is Like…
… a newsroom
… the water cooler
… a high school/camp/college reunion
… meetup.com
… evite.com
… anything else?

Twitter is Like…
… a cocktail party in a large room
… a convention
… a sports arena
… CNN news ticker
… meetup.com
… anything else?

Google+ is Like…
…video meeting center
…space to share articles of interest
…better way to organize friends?
…I’m not really sure

You’re Nobody Till Somebody “Likes” You: The “Social Web”
Jewish geography = “2.0”
“ Social web”
personal recommendations trusted (e.g. Amazon.com)
Cocktail party: Small talk  follow-up
Informational swap meet  information community
IMAGE: http://blog.researchworks.com/the-socially-enabled-search-war-facebook-vs-g

Increasingly Social
Spotify, Flickr, YouTube, LinkedIn
Sites adding buttons to make sharing easy
FB adding feeds from other sites

Comedy Framing, Part 1

Comedy Framing, Part 2

It Takes a Village

Effective Social Media Attitudes
Commitment to relationship
Collaborative
Initiating & involved in conversations
Authentic
Adding value
Generous & meaningful
Intentionality - kavanah

Effective Social Media Interactions
Reading
Liking
Commenting constructively
Being personal, but not invasive
Sharing
Element of strategy, but also authentic

“ Virtual Shiva”

Federation Language as Guidelines
In L.A.:
Engaging the Community
Helping Jews in Need
Ensuring the Jewish Future
In other communities:
Commission on the Jewish People
Peoplehood
Live generously, make life meaningful

What is social media about?
Not about geekery
About acquiring tools to help:
Access information
Increase & deepen relationships
Reach people “where they are”
Express authenticity

The Microcommunity: Our “Little Town”
כל ישראל ערבים זה לזה
אל תפרוש מן הציבור )Jewish geography(
Six degrees of …
IMAGE: http://chicagotheaterblog.com/2009/06/12/review-topol-in-fiddler-on-the-roof/

What Do Consumers Want From Brands?
CommunityOrganizer 2.0 blog
“ A report by Lightspeed Research about what US consumers want from brands online - top demand is “to improve their knowledge.” - Deb Askenase (@askdebra)
relevant news and analysis
new ideas and thinking
useful applications that consumers can download
create a space where consumers can interact directly with the company or staff
Increase credibility

Social Media Strategy Crash Course LOOK BEFORE YOU BLOG/POST/TWEET…

Facing Facebook: Strategy
New Group or Fan “Like” Page?
Groups permit owner contact, & foster group discussion (more like listserves/bulletin boards)
Pages are like websites – post info centrally
Read FB FAQs – official responses/user responses
Ask a friend
Questions for your organization:
Who will post content? How often?
What will the tone be?
Will you link FB with other social media (blog or Twitter)?
Will you link to people/organizations/events on FB?

Facebook: Being Professional
Don’t clutter official FB
Tone consistent with the organization’s (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)

Twittertalk: Strategy
Creates transparency
Allows immediate customer service response, with transparency to show you’re handling things
Brevity enables you to cut to the chase
“ Listening” to conversations provides insight:
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)

Twittertech: Setup
Goal: Listening , sharing, asking & responding
Listening & touring the site, becoming familiar with terms
Replies/@/Mentions; DM; RT, HT, #hashtags
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
Brevity, poetry, strength, mission, value
Sharing = Link to and RT others
Abbreviate URLs with tinyurl, bit.ly, j.mp
Use # to categorize (~ tab in a file cabinet) or comment sarcastically
Use a viewer/lists (Tweetdeck, Ubertwitter, Tweetie, Hootsuite)

Google +
Trying to keep the pace of social media
Competing with FB
Steadily growing in # of users, but still in early stages
Circles seem easier than groups/pages
Video conference call

Personal Training
Social media regimen/cultural immersion
Find the time (coffee breaks, lunchtime, etc)
Check Twitter/Facebook page at least once a day
Visit Jewishblogging.com or JRants.com
Ask questions (professionals/civilians)

Actions for Your Organization
Determine your institutional voice/s
Identify person/people to update Twitter and Facebook (daily)
Identify newsy angles for programs, use as hook to promote org in online conversations
Start a blog, host conversations
Find “mavens”/hubs in your community, invite their feedback & partnership
Consider inviting personal assessment by a social media trainer
Stay current on social media changes

Quick Tips on Blog Pitching
Authentic – show you’ve read them
Brief pitch with strong hook
Make contact info clear
Be respectful
Identify “chosen bloggers” for exclusives

The Bill and Ted Rule
Be excellent to one another
Kol yisrael areyvim zeh bazeh
Al tifrosh min hatzibbur
Be generous

@EstherK
NextGen Engagement Initiative at Jewish Federation of Greater Los Angeles: [email_address]
Not exactly everything else:
[email_address]
http://twitter.com/estherk
http://facebook.com/estherkustanowitz
http://youtube.com/EstherK
http://estherk.com

JHub UK - Social Media 201-J

by Esther Kustanowitz on Dec 15, 2011

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JHub UK - Social Media 201-J — Presentation Transcript