This document summarizes key points about using social media for Jewish day schools. It discusses how social media is participatory, open, conversational and communal. It emphasizes adding value to social content to build social capital. It recommends being real, investing in and leveraging networks, connecting people, asking questions to facilitate conversation, anticipating constant change, and identifying target audiences and objectives when developing a social media strategy. The presentation provides examples from Temple Israel in Memphis and Sixth & I Synagogue in DC and recommends participating in unofficial online communities to engage target audiences.

1. The Foundations of Social Media:
Facebook, Twitter and Social Media’s
Implications for Jewish Day Schools
Presented by Lisa Colton,
Founder & President Darim Online
Lisa@darimonline.org
434.977.1170

4. Characteristics
of Social Media
Participatory
Open & Democratic
Conversational
Communal
Connected

6. #1 THIS IS AN ATTENTION ECONOMY

7. #2:
ADD
VALUE

8. Social Content is Social Capital
• Social Capital is the
value of the connections
between and among
social networks for
increasing productivity,
spreading information,
and locating desired
resources.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful
and/or funny.
• 1:12 or 1:20 ratio

11. #3: BE REAL

12. Temple Israel, Memphis Facebook Page

13. Voice: Sixth & I Synagogue in DC

14. Listening is
Paramount

15. #4 INVEST IN, DEVELOP & LEVERAGE NETWORKS

16. 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.

17. Build
Networks:
Make it
Personal

18. Connect
People
to Each
Other!

19. Ask Questions:
Be a Platform
For Conversation

20. User
Generated
Content

21. #5: Shifts in Power

22. Unofficial Outposts
Find places where
your target
audience goes.
Participate in the
conversation. Add
value, educate,
include links.
Use your “listening”
to identify these
places.

23. Real Life Example

25. Prepare for Constant Change:
Anticipate The Market & Be Nimble

27. IT’S NOT ABOUT TECHNOLOGY

28. John Fitch’s Steam Engine

29. John Fitch’s Steam Engine

30. GROUNDSWELL’s P.O.S.T.
1. PEOPLE: Identify audience(s)
2. OBJECTIVES you goals and
– What are for this audience?
objectives
– What are your audience’s
goals?
3. What is the STRATEGY to reach
these goals?
4. Determine the specifics of the
TECHNOLOGIES you’ll use.
Implement, measure, refine!

36. Slides are posted here:
http://slidesha.re/najds-socialmedia
Contact info:
Lisa Colton, Darim Online
Lisa@darimonline.org
434.977.1170
Facebook.com/darimonline
Twitter: @darimonline