Lisa Colton's presentation to southern Arizona Jewish communal leaders

1. THE FOUNDATIONS
OF SOCIAL MEDIA
Lisa Colton
Darim Online &
See3 Communications
lisa@see3.com
434.977.1170

4. Tradi&onal
Mindset:
Hub
&
Spokes

5. Network
Mindset
“connect
and
collaborate”
rather
than
“command
and
control”

6. Characteristics of Social Media
• Participatory: It blurs the line between producer and
consumer, media and audience.
• Open and Democratic: It encourages comments,
voting and 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.

7. 5 New Rules of the Game
Attention Economy
Be Social
Add Value
Be Real
Strengthen the Network

8. #1 THIS IS AN ATTENTION ECONOMY

9. #2
Listen
And…
Temple Israel, Memphis Facebook Page

10. … Be Social
Temple Israel, Memphis Facebook Page

11. #3:
ADD
VALUE

12. Social Content is Social Capital
• Social Capital is the
value of connections
between and among
nodes in social
networks.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 12:1 ratio of adding
value.

13. Your Unique Value

14. #4: BE REAL

15. Voice: Sixth & I Synagogue in DC

16. Make it
Personal

17. #5 STRENGTHEN THE NETWORK

19. Use Networks Smartly
Circle represents
current “community”,
Unaffiliated but strongly the tight(er) inner
connected. Prospects! network.
Affiliated, but not well
connected to the These are your
community as a whole. 80/20 people:
At risk for dropping Mavens and
dropping out at key moments, Connectors
& good focus for engagement. More effective at
Expanding our
Reach than the
“institution”.
In general, the thicker the interior network,
the stronger the community.

21. Smart Use of Social Media
1. PEOPLE: Identify audience(s)
2. OBJECTIVES goals and
– objectivesyou this audience?
What are
for
– goals? your audience’s
What are
3. these is the STRATEGY to reach
What
goals?
4. TECHNOLOGIES you’llof the
Determine the specifics
use.
Implement, measure, refine!

22. IT’S NOT ABOUT TECHNOLOGY

24. Families,
and parenting,
are changing.

25. John Fitch’s Steam Engine

26. John Fitch’s Steam Engine

27. Questions?
Share your work?