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Using Social Mediato Lead2010 PEJE Assembly for Advancing the Jewish Day School FieldSunday, October 24, 2010Shayna Englin - firstname.lastname@example.org, 202.683.8465, @sbenglinDave Weinberg - email@example.com, 240.678.6863, @weinberg81
Agenda Introductions: Who are we and why are we here? (9:15-9:30) Question 1: What Kind of Leader Are you? (9:30-9:50) Question 2: Who Do You Lead? (9:50 - 10:20) Question 3: What Do You Have to Say? (10:20 - 10:45) BREAK 10:45 - 11:00 Question 4: What Tools Will You Use? (11:00 - 11:20) Question 5: How Will You Measure Success? (11:20 - 11:40) Question 6: What Are the Risks? (11:40 - Noon) Open Discussion (Noon - 12:15)
Critical question #1 towardeffectively using social media to lead: What kind ofleader are you? (What does it mean to lead?)
Are you a lone shirtless dancing nut doing great things? http://sivers.org/ff
Movement leadersFrom the survey:My role as a leader is...“To inspire my community toward a vision of Jewishhigh school education, to communicate effectively aboutthat vision, to ensure that we have the resources,including the right people in place, to carry out thisvision.”“As the visionary for our school.”
Thought leadersThought leaders are regarded as innovative experts,combining knowledge and ideas to guide theconversation in particular direction.
Operational leadersFrom the survey:My role as a leader is...“To communicate to the internal Donna Klein JewishAcademy audience as well as the community-at-large.”“Principal of a dynamic K-6 grade Day School. I am the"face of the school" both within the school site and in thelarger community, and need to know how to use all formsof media to represent our school.”“to encourage the team members to use their skills andknowledge and experience to accomplish ourmission, with my assistance and management.”
Critical question #2 towardeffectively using social media for leadership:Who do you lead?
Be speciﬁc: Who do you lead? Who do you want to lead? Students Board of Directors Alumni Jewish community Parents of current leaders students Synagogue Parents of alumni leaders Parents of who else? potential students School staff
How do people share information online? http://tellafriend.socialtwist.com/sharing-trends-2010
What networks do people use to shareinformation? http://tellafriend.socialtwist.com/sharing-trends-2010
Critical question #3 towardeffectively using social media for leadership: What do you have to say?
What are you saying already?From the survey:“I write a weekly email to my community and I sensethat it would not take much to promote these ideas morewidely using social media.I have a sense that I amalready writing and speaking about a vision of Jewisheducation and that Social Media could help both me andmy school to be thought leaders in this ﬁeld more.”
Critical question #4 towardeffectively using social media for leadership: What tools will you use?
religious or spiritual beliefs personally, or engage in practices related to institutions of religion, and Evangelical Protestants were particularly likely to do these things. Sixty percent of Protestants and 69% of Evangelicals engage in the more personal behaviors,Organizational Website while fewer Catholics report doing so. Jews are more interested in religion news than Protestants in general, but Evangelicals show the highest level of interest in religion news among Protestants. Religious Identification and Internet Activities E vangelicals and other P rotestants are the most involved in the personally-oriented online activities Those who use the Those who use the Those who get Internet for personal Internet for religion news online religious and spiritual institutional religious purposes and spiritual reasons Protestant !"#$ %&#$ (#$ Catholic !)$ "($ !$ Jewish !*$ "$ "$ Other )*$ ""$ !+$ None ))$ ),$ ()$ Evangelical ($ %,$ ,$ Source: Pew Internet & American Life Project Nov. 18- Dec. 14, 2003 survey. N=1,358 Internet users. Margin of error is ±3%
Email is still the most important social network
Facebook• Students, Alumni, Parents ✴ Movement, Operations• Post website content, incentivize sharing, highlight social elements• Facilitate and highlight “Likers’” content• Link back to website• ALWAYS use Pages, never Groups or Personal Pages for your organization• Integrate Facebook into organizational website and emails
Twitter• Alumni, Parents, Board, Community, Staff? ✴ Thought, Operations• Post links to content - yours and others’• Measure clicks, worry less about sharing• Test approaches - personal versus “press”
YouTube• Students, Alumni, Parents, Other Organizations ✴ Movement, Thought• Post as much as you can, with consent• Assess risks realistically and openly• Focus on content that is speciﬁc to your leadership goals• Use to supplement text in emails, website
All the other stuff out there... • Foursquare • Diaspora • MySpace (yes, there’s still MySpace) • what’s next on the horizon...
Critical question #5 towardeffectively using social media for leadership: How will youmeasure success?
Great Leader + Great Social Media = ?Return to the ﬁrst critical question: movement, thought,operations? Then, ﬁll in the blank:I’ll know I’ve successfully used social media in my role asa [movement/thought/operational] leader, if _______ My staff more uniformly communicates our mission The conversation about Jewish eduction in my Jewish community more consistently reﬂects my school’s vision Students and alumni will feel a deeper connection to the school Jewish parents in my community are more likely to consider Jewish day school as an option Jewish parents in my community understand the intellectual rationale for Jewish day school.
Input OutputI develop content and I share content andpeople: people: read it read it share it share it discuss it discuss it
Lies, Damn Lies, and Statistics• Metrics for reading, sharing, discussing• Measurements that are proxies for movement & thought• Red ﬂags on risks• What else can you measure?
Critical question #6 toward effectively using social media for leadership:What are the risks?
Muddied RelationshipsFrom the survey:“I have avoided face book because I am not sure I wantto enter the social media world in which my studentsreside...”
SecurityFrom the survey:“Id really like to understand how we can make socialnetworking work in Jewish education given the fact thatcertain security needs (especially associated with postingpictures/videos of children online) restrict our ability topromote our school.”
CapacityFrom the survey:“I am not sure I have the time to maintain it and I worrythat a presence not well updated is worse than nopresence at all. I would also like to know how much ofmy social media presence could be managed by others. Isense that Social Media works for people who are gadgetpeople or who have the urgency addiction, but I am notone of those people. So I wonder how and whether itwould really work for me.”