Social Media Basics - NextGen Engagement Initiative (JFedLA)


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PowerPoint presentation about social media basics, given by Esther Kustanowitz at NextGen Engagement Initiative (NEI) training, L.A. Jewish Federation, January 21, 2010

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Social Media Basics - NextGen Engagement Initiative (JFedLA)

  1. 1. NEI Social Media Basics Esther D. Kustanowitz January 21, 2010
  2. 2. Today’s Goals (based on survey results) <ul><li>Take away </li></ul><ul><ul><li>Introduce you to some new social media tools and outlets </li></ul></ul><ul><ul><li>Learn a few new skills and resources to help you guide your social media plans at your organization </li></ul></ul><ul><li>Learn to visualize social media culture </li></ul><ul><li>Use personal Facebook experience to learn how to use FB to promote your programs or organizations </li></ul><ul><li>Learn about the culture and format of Twitter </li></ul><ul><ul><li>Create your own account </li></ul></ul><ul><ul><li>Understand its role in promoting Jewish nonprofits/endeavors </li></ul></ul><ul><li>Learn about blogs </li></ul><ul><ul><li>how to use the Jewish blogosphere to help your organization </li></ul></ul>
  3. 3. EstherK, Why Are You Here? <ul><li>Nearly a decade of full-time Jewish non-profit experience </li></ul><ul><li>Learned blogging, Facebook and Twitter on my own </li></ul><ul><li>Every step over the last five years has built my readership internationally </li></ul><ul><li>Social media does PR for me while I sleep </li></ul><ul><li>Social media transformed my career, work, life  Los Angeles </li></ul>
  4. 4. Visualizing Social Media Culture <ul><li>The power of networks and personal recommendations more important </li></ul><ul><li>Amazon – first books, then social </li></ul><ul><li>כל ישראל ערבים זה לזה </li></ul><ul><li>אל תפרוש מן הציבור </li></ul><ul><li>Crowdsourcing challenges and offering responses: </li></ul><ul><ul><li>Wish fulfillment machine (example: Best Buy ad – twelpforce ) </li></ul></ul>
  5. 5. Information and Relationship Management <ul><li>It’s not about: </li></ul><ul><ul><li>“becoming more tech-savvy” </li></ul></ul><ul><ul><li>“being a tech geek” </li></ul></ul><ul><li>It’s about learning the tools that help you: </li></ul><ul><ul><li>manage, organize and access information </li></ul></ul><ul><ul><li>manage, increase and deepen relationships </li></ul></ul><ul><ul><li>reach people where more of them, increasingly, are ( Social Media Revolution clip ) </li></ul></ul>
  6. 6. Social Media and Fundraising/Nonprofit Grassroots Mobilizing <ul><li>Beth Kanter dedicated her birthday to help send Cambodian students to school: goal was $530, she raised $4,540 (more at </li></ul><ul><li>Deb Askenase’s CommunityOrganizer 2.0 blog </li></ul><ul><li>More Jewish orgs on Twitter: 16thstj, sixthandi, BI_NEXT, plus, JTA’s Top Twitterers </li></ul><ul><li>Facebook Causes (not always effective – depends on cause and timing) – your experience? </li></ul>
  7. 7. Social Media Aid to Haiti <ul><li>Social media allows aid offers to spread widely and quickly, but…. </li></ul><ul><li>…misinformation also spreads quickly </li></ul><ul><li>Ad Age (01-17-10) - </li></ul>
  8. 8. Social Media Aid to Haiti <ul><li>International Red Cross </li></ul><ul><li>Texting $10 at a time, automatically added to phone bills, raised over $10M (as of 1/15/10) </li></ul><ul><li>American Airlines/American Eagle </li></ul><ul><li>Offered extra bonus miles for consumers making donations to Haiti, sent planes Wed, Thurs, and Fri - 30,000 pounds of water/food/supplies per day </li></ul><ul><li>Many Twitter users wrongly believed airline was flying doctors and nurses to Haiti free. American Eagle had to tell 23,000 followers = no free flights </li></ul><ul><li>UPS </li></ul><ul><li>Announced $1 million in cash and in-kind donations to relief organizations. </li></ul><ul><li>On Twitter, incorrectly spread that UPS offered free shipping to Haiti for any box with a postage fee of $50 or less. </li></ul>
  9. 9. But the Good News Is… <ul><li>As social media permits wrong information to spread quickly, corrections also spread quickly, making “damage control” much faster and easier </li></ul><ul><li>Social media savvy-folks like to be “in the know” – like a VIP info list </li></ul><ul><li>Creating trusted relationships with your clients establishes you as an authority/inside source </li></ul><ul><li>Trust brings referrals – forwarded emails, shared posts, retweets etc. </li></ul>
  10. 10. Is Your Organization Ready? Intake Appointment <ul><li>Psychologists use intake appointments to: </li></ul><ul><ul><li>Learn about who you are, how you think </li></ul></ul><ul><ul><li>Determine goals for your counseling program </li></ul></ul><ul><ul><li>Identify concerns or challenges </li></ul></ul><ul><ul><li>Establish open channel of communication </li></ul></ul><ul><li>Intake appointment for your organization, using the same criteria and my “Social Media Planning” worksheet </li></ul>
  11. 11. What’s Social About Social Media, Even Professionally <ul><li>What does “social” mean to you? Your answers: </li></ul><ul><li>Friends </li></ul><ul><li>Trust </li></ul><ul><li>Events </li></ul><ul><li>Relationships </li></ul><ul><li>Connections </li></ul><ul><li>Be “in the know” </li></ul>
  12. 12. Effective Social Media Interactions Contain… <ul><li>Commitment to relationship-building </li></ul><ul><li>Collaborative spirit </li></ul><ul><li>Involvement in public infostream </li></ul><ul><li>Initiating & participating in conversations </li></ul><ul><li>Authentic voice </li></ul><ul><li>Adding value to public discourse, online & off (self-promotion is secondary) </li></ul>
  13. 13. Pitching Your Audience <ul><li>Every tweet, FB invite or blog post is an opportunity – PR/add value </li></ul><ul><li>“You’re representing the Jewish people” </li></ul><ul><li>Knowing the audience, pitching appropriately </li></ul><ul><li>Adding value </li></ul><ul><ul><li>What you value, but through a lens of… </li></ul></ul><ul><ul><li>What your intended audience values </li></ul></ul><ul><ul><li>“Please give”  “Please receive” </li></ul></ul>
  14. 14. Social Media Immersion Process <ul><li>Learning (Recon) </li></ul><ul><li>Understanding (Analysis) </li></ul><ul><li>Taking Action (Moving Ahead) </li></ul>
  15. 15. Learning <ul><li>Develop “ambient awareness” of social media </li></ul><ul><li>Explore tools that make social media more accessible (Mashable, Inside Facebook, FB Connect, LinkedIn (#in),Twitter’s “Goodies”) </li></ul><ul><li>Who’s doing it right? Visit social media of other organizations: what can you “borrow”? </li></ul>
  16. 16. Who’s Doing it Right? <ul><li>@SixthandI </li></ul><ul><li>@Leahjones </li></ul><ul><li>@Kvetchingeditor </li></ul><ul><li>@BJPArchive * </li></ul><ul><li>@ROICommunity * </li></ul><ul><li>@ IKAR-LA (starting to…) * </li></ul><ul><li>Others? </li></ul>
  17. 17. Sixth & I Synagogue Washington, DC <ul><li>Dynamic, multi-tiered presence: </li></ul><ul><li>Tone is young, consistent, official - “the ‘gogue” </li></ul><ul><li>FB fan pages for the synagogue , and for the “Sixth in the City” young professionals’ group </li></ul><ul><li>Events, graphics, pictures </li></ul><ul><li>Twitter – actively contributing to conversations (& promoting their events) </li></ul>
  18. 18. Facing Facebook: Strategy <ul><li>To use FB professionally, decide: </li></ul><ul><li>Group or Fan Page? </li></ul><ul><ul><ul><li>Groups foster group discussion around a topic </li></ul></ul></ul><ul><ul><ul><li>Pages allow entities (public figures and organizations) to broadcast information to fans </li></ul></ul></ul><ul><li>Who will be responsible for posting content? How often? </li></ul><ul><li>What will the tone be? </li></ul><ul><li>Will you link FB with other social media (blog or Twitter)? </li></ul>
  19. 19. Facing Facebook: Professionally <ul><li>90% of you use it every day socially </li></ul><ul><li>Obvious don’ts </li></ul><ul><ul><li>Don’t clutter official FB pages with inappropriate photos, Farmville, etc </li></ul></ul><ul><ul><li>Make sure your page is consistent in tone with the organization (or have a reason why it’s not) </li></ul></ul><ul><li>Do follow your instincts and personal experience </li></ul><ul><ul><li>You know what you like (discussing stuff on your friends’ walls, Scramble) </li></ul></ul><ul><ul><li>You know what annoys you (Farmville) </li></ul></ul><ul><ul><li>You know what resonates or inspires you to action (reaching out to friends in need, Causes) </li></ul></ul><ul><ul><li>You know which events you respond to and which you ignore </li></ul></ul>
  20. 20. Talking Twitter: Strategy <ul><li>How can it contribute to the efficiency of Jewish nonprofit organizations? </li></ul><ul><ul><li>Creates transparency </li></ul></ul><ul><ul><li>Allows immediate customer service response </li></ul></ul><ul><ul><li>Solving problems publicly shows customers you’re handling things </li></ul></ul><ul><ul><li>“ Listening” to conversations already in progress provides valuable insight into </li></ul></ul><ul><ul><ul><li>Organizational chatter </li></ul></ul></ul><ul><ul><ul><li>“ the market” / instant focus group </li></ul></ul></ul><ul><ul><ul><li>World and community news and trends </li></ul></ul></ul><ul><ul><ul><li>Being there first </li></ul></ul></ul>
  21. 21. Talking Twitter: Setup <ul><li>Setting up an account </li></ul><ul><li>Choosing your handle </li></ul><ul><ul><li>Your name (like, @estherk) </li></ul></ul><ul><ul><li>Your org’s name (@JFedLA) </li></ul></ul><ul><ul><li>A project’s name (@NEI_JFedLA) </li></ul></ul><ul><li>Touring the site, becoming familiar </li></ul><ul><ul><li>Replies/@/Mentions; DM; RT, HT, #hashtags </li></ul></ul><ul><li>Finding followers (address book, other people’s accounts,, lists) </li></ul><ul><li>Listening, asking & responding </li></ul>
  22. 22. Talking Twitter: Posting <ul><li>Conquering 140 </li></ul><ul><li>Brevity, poetry, strength, mission, value </li></ul><ul><li>Link to and RT others </li></ul><ul><li>Abbreviate URLs with tinyurl,, </li></ul><ul><li>Use # to categorize (a tab in a giant file cabinet) </li></ul><ul><li>Use a viewer for a cleaner look at the info (Tweetdeck) – “Goodies” </li></ul>
  23. 23. You’re Blogging, and You Don’t Even Know It… <ul><li>1 has a blog, 2 said their orgs have blogs </li></ul><ul><li>Blog is short for weblog = CMS for easy, online publishing </li></ul><ul><li>You may have or read blogs without even knowing it (Gawker, TMZ, even MSM have blogs on their websites) </li></ul><ul><li>Writing, reading & commenting on blogs </li></ul><ul><ul><li>promote your organization </li></ul></ul><ul><ul><li>start new conversations </li></ul></ul><ul><ul><li>adding value to existing conversations </li></ul></ul>
  24. 24. What Are You Reading and Why? <ul><li>EJewishPhilanthropy </li></ul><ul><li>Jew and the Carrot </li></ul><ul><li>Jewcy </li></ul><ul><li>92Y </li></ul><ul><li>Tablet </li></ul><ul><li>Haaretz </li></ul><ul><li>The Wire </li></ul><ul><li>Jewish Journal </li></ul><ul><li>MyUrbanKvetch (thanks, Julie!) </li></ul>
  25. 25. Basics of Blogging: Strategy <ul><li>Does your org need/could it benefit from/is it ready for a blog: </li></ul><ul><li>Reading blogs, seeing what’s out there </li></ul><ul><li>Blog will need regular content (staff time) </li></ul><ul><li>Comments should be open, but can be moderated (staff time) </li></ul><ul><li>Blog should reflect org’s goals, but also add value to larger conversations </li></ul><ul><li>What are competing blogs/orgs blogging about? What can you add to the conversation? </li></ul>
  26. 26. Basics of Blogging: Posting <ul><li>Technical </li></ul><ul><ul><li>Check with web team: is blog possible within site? </li></ul></ul><ul><ul><li>If not, use, or </li></ul></ul><ul><ul><li>Name the blog - create a relevant, short-ish URL </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Posts about 400 words (one screen length) </li></ul></ul><ul><ul><li>Grammar, punctuation, style </li></ul></ul><ul><ul><li>Hyperlink to other sites </li></ul></ul><ul><ul><li>Reflect the values of your org </li></ul></ul><ul><ul><li>Post regularly </li></ul></ul><ul><ul><li>Use photos, videos, images </li></ul></ul>
  27. 27. Understanding <ul><li>Social media regimen/cultural immersion </li></ul><ul><ul><li>Check Twitter/Facebook page at least once a day </li></ul></ul><ul><ul><ul><li>Read the Tweetstream of people you’re following – begin to participate in conversations </li></ul></ul></ul><ul><ul><ul><li>Upload address books to identify your contacts who are using FB and Twitter </li></ul></ul></ul><ul><ul><ul><li>Share a FB group or event with friends who are “hubs” </li></ul></ul></ul><ul><ul><li>Visit </li></ul></ul><ul><ul><ul><li>click on a few headlines </li></ul></ul></ul><ul><ul><ul><li>monitor/join a conversation </li></ul></ul></ul><ul><li>Ask questions! </li></ul>
  28. 28. Taking Action <ul><li>Determine your institutional voice or voices </li></ul><ul><li>Identify person/people to update Twitter and Facebook on behalf of your org (daily) </li></ul><ul><li>Identify newsy angles for programs, use as hook to promote org in online conversations </li></ul><ul><li>Consider starting a blog, so you can host conversations </li></ul><ul><li>Find the “mavens”/hubs in your community, and invite their feedback and partnership </li></ul>
  29. 29. Resources Available <ul><li>“In Plain English” series </li></ul><ul><li> and Inside Facebook e-mail </li></ul><ul><li>Google Alerts to bring you articles of interest </li></ul><ul><li>Online articles: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>NYTimes technology columnist David Pogue on Twitter: http:// /tag/twitter/ </li></ul></ul><ul><li>Resource sheets from me via email: Social Media planning, Blogging Basics resource sheet </li></ul>
  30. 30. How to Find Me <ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>