This presentation was developed for Jewish organizations in Western Massachusetts. It Session Description: New technologies offer an unprecedented opportunity to build relationships and enhance education. But they also offer challenges. How do we harness this power strategically? How do we manage communications when we don’t have control over the message? How can congregation classroom teachers blend technology effectively into lessons? How can tools be integrated into the classroom to enhance learning and not become the focus? We will review various educational goals and how technology might be used to reach them.

1. S o c i a l M e d i a 10 1
Facebook and Beyond
May 2012
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
kevin@hgf.org

3. Social Media – What Is It?
 What IS Social Media?
3

4. Traditional:
Organization posts
information for others
to read; no interaction

5. Social Media: Everyone has a say!
When is the next big
event?
fantastic. Thanks!
celebration was
The Channukah
I love the videos from
the latest concert.
Keep posting!
Are there resources to
help me continue our
kids’ learning over the
summer?
We love Ms. Smith. Why isn’t
she returning to school ?
My daughter’s class
NEVER gets outside to
play. Why?
Hi!
My friend told me that tuition was
going to increase again. We can’t
afford anymore increases. What is  Yay!
the school doing to help families?

6. People
Power
Bil Zarch

7. Word of Mouth

8. Connectors?
Exercise:
 Identify 5 Connectors
in your Community
 Online
 Offline

9. Facebook – 3rd Largest Country on Earth

11. Social Media – How To Utilize
Photo adapted from flickr.com – niclindh
11

12. Listen

13. Engage

14. Move to Act

15. Use these tools strategically, as part of an
overall outreach and communications plan
15

16. S oc
ia l
Me
dia
– FB, c tM
Blo
g s, T Dire
wit
ter
, blogs
ee Media – Newspapers
Other C
nts
rs
hannels
e
e
Ev
Fly

17. So c
ial
M ed i
a– s
FB, nt
Blo e
g s, T Ev
wit
ter
r
Website, eNewslette
M a il
Ot
t
rec
he
Di
Chr
Phone,
In Pers
an
ne
ers
ls
Fly
on

18. Website

19. eNewsletter

20. Blog

21. Facebook

22. Twitter

24. Facebook

25. Profiles, Groups, and Pages…Oh My!
 Personal Profiles
» Must be an individual person
» If an Organization uses this, Facebook can delete at any time
» Needed to create/administer Groups or Pages
 Groups
» Anyone with a Facebook Profile can create a Group on any topic
» Groups can be public or private
» Facebook user “Joins” a Group; becomes a “Member”
 Pages
» For Organizations, Brands/Products, and Public Figures
» Only official representatives can create/administer
» More interactive than Groups
- Can add additional functionality (applications)
» Facebook user “Likes” a Page
Facebook: What
25 May 19, 2009
Organizations Need to Know

26. What Would Your Constituents Want to
Read?
 Events
 News about local activities, education, etc.
 PHOTOS!! (events, classroom projects,
milestones, awards, etc.)
 Questions!!
 Highlights from the classroom
 Videos – events, projects
 Alumni Stories
 Testimonials
 Jewish community events, information
 Other?

27. What Will People Actually See?
 The following determine how likely the people
who Like your Page will see a post:
» Recency – Posts within the last few hours are
more likely to be Top News
» Relevancy – If the user Likes, comments on, or
Shares your Posts (or if they simply return to your
Page), your posts are more likely to be in their Top
News
» Resonance – If a post gets a large number of
comments, Likes, and Shares overall it is more
likely to be Top News

28. Events
 Invite them!
 Show pictures

29. Photos

30. Questions

31. Video

32. Links
 Education
 Jewish Community
 Blog Posts/News
 Other?

33. Share Content

34. What Else Can You Post?
 Stories/Testimonials
 Holiday messages
 Recipes
 Contests
 Other?

35. Invite Conversation

36. Respond!
“Those who ignore the
party/conversation/network when they are
content and decide to drop in when they need
the network may not succeed. It’s pretty easy to
spot those that are just joining the network
purely to take – not to give. Therefore, be part of
the party/conversation/network before you need
anything from anyone.”
- Jeremiah Owyang of Web-
Strategist.com

37. 12:1
 Post 12 things of interest to your constituents for every one
post asking them for something.
 Asking for something:
» Enroll
» Attend Event
» Donate
» Share Content
» Other?

38. Promote!
 Signs at Events
 Email Signature
 Cross-Promote!

39. Set Username
NOT

40. Set Username

41. Cross-Promote!

42. Status Tagging

43. Milestones

44. Pin Content to Top of Page

45. Highlight Content – Width of Screen

46. Go For It!