2. 5 THINGS YOU NEED TO KNOW
WHAT IS SOCIAL MEDIA?
WHY SHOULD YOU CARE?
WHY SHOULD YOU USE SOCIAL MEDIA?
THE TOOLS
THE STRATEGY
3. Parents of today – Gen X
Parents of tomorrow – Gen Y/Millenials
Organizations/Congregations
What are we trying to accomplish?
4. According to a recently released Pew Research
Center report, 79% of millennials (Gen Y) say there
is a major difference in the point of view of
younger and older people today…But it is in their
use of technology that millennials see the greatest
difference, starting perhaps with the fact that 83%
of them sleep with their cell phones. Change now
comes so strong and fast that it pulls apart even
those who wish to hang together--and the future
belongs to the strong of thumb.
Read more:
http://www.time.com/time/magazine/article/0,91
71,1971433,00.html#ixzz1HFyxH7eW
5. But we miss the point, warns social historian Neil Howe, if we
weigh only how technology shapes a generation and not the
other way around. The millennials were raised in a cocoon,
their anxious parents afraid to let them go out in the park to
play. So should we be surprised that they learned to leverage
technology to build community, tweeting and texting and
friending while their elders were still dialing long-distance?
They are the most likely of any generation to think
technology unites people rather than isolates them, that it is
primarily a means of connection, not competition.
Read more:
http://www.time.com/time/magazine/article/0,9171,19714
33,00.html#ixzz1HG5OTgVB
6. They are the first generation in human history who regard
behaviors like tweeting and texting, along with websites like
Facebook, YouTube, Google and Wikipedia, not as
astonishing innovations of the digital era, but as everyday
parts of their social lives and their search for understanding.
They are the least religiously observant youths since survey
research began charting religious behavior. They are more
inclined toward trust in institutions than were either of their
two predecessor generations -- Gen Xers (who are now ages
30 to 45) and Baby Boomers (now ages 46 to 64) when they
were coming of age.
7.
8.
9. What types of communication are you having
with your families? (in terms of content and
format)
What types of communication would you like
to be having?
10. Use of technology with pre-schoolers
The American Academy of Pediatrics
continues to recommend that children age 2
and under have no screen time at all and
older children be exposed to no more than
one or two hours of screen time per day.
11.
12. TO LEVERAGE SOCIAL MEDIA AND
NEW TECHNOLOGIES TO
STRENGTHEN COMMUNITY AND
ENHANCE JEWISH EDUCATION.
IN ESSENCE, TO CARRY OUT THE
MISSION OF YOUR SCHOOL OR
CENTER
13. Hours per day of media use by age group:
◦ Baby Boomers (born 1946-1964) – 6
◦ Gen X (born 1965-1979) – 15
◦ Net Generation (born 1980-1989) – 21
◦ Older Teens (ages 16-18) – 20
◦ Young Teens (ages 13-15) – 16
◦ Tweens (ages 9-12) – 9
◦ Children (ages 4-8) – 5.5
14. Elementary School-Aged Children
Teens
College Students
Graduate Students
15.
16.
17.
18.
19.
20.
21.
22. US sales of smartphones grew from 67
million to 97.9 million in 2011, and become
the highest-selling consumer electronic
device category
53% of US mobile phone users have a
smartphone.
Morgan Stanley Research estimates sales of
smartphones will exceed those of PCs in
2012
23.
24.
25. 1. IF THE FOR-PROFIT WORLD CAN DO THIS
STUFF, SO CAN WE!
2. COST OF THESE IDEAS… $0
3. NEED TO LOOK AT YOUR ORGANIZATION
AS A BUSINESS (Awareness, Connection,
Market Research, Involvement,
Attendance, etc)
4. YOU NEED TO DETERMINE HOW YOU WILL
USE THESE TOOLS (What’s your objective?)
5. YOU MUST CREATE A SPECIFIC STRATEGY
26. REAL PEOPLE HAVING
CONVERSATIONS ONLINE
Blogs, Online Chat, RSS, Widgets,
Social Networks, Social
Bookmarks, Message Boards,
Podcasts, Video Sharing Sites,
Photo Sharing Sites, Virtual Worlds,
Wiki’s and Many More!!
27. IT’S NOT A FAD
The New Communication Model:
IS – transparent, inclusive, authentic, vibrant and
consumer-driven
IS NOT – controlled, organized, exclusive, product-
driven, “on message”
“TECHNOLOGY IS ALL ABOUT ENGAGEMENT”
Larry D. Rosen
The iGeneration is used to it being open 24/7
28. National Technology Goals
Use technology to help raise the percentage of young people with two- or
four-year college degrees from 39 percent to 60 percent by 2020.
Provide "broadband everywhere" to serve learners inside and outside schools.
Put a computing device in the hands of every student.
Make connectedness the hallmark of effective teaching.
Create an online learning registry of content developed by federal
government agencies.
Fund the research and development of open-source educational resources.
Fund research about how online communities of practice can improve
teaching and learning.
Create a national initiative that defines productivity in education and
establishes metrics for measuring it.
Source: Office of Educational Technology, U.S. Department of Education. (2010).
Transforming American Education: Powered by Technology. Retrieved from
www.ed.gov/sites/default/files/NETP-2010-final-report.pdf
29. PEOPLE ARE TALKING ABOUT YOUR
ORGANIZATION RIGHT NOW
◦ “headed to ________meeting”
◦ “just heard an awesome speaker at _______ event”
SOCIAL MEDIA IS GOING TO BECOME MORE
PERVASIVE AND BECOME A CRITICAL
FACTOR IN THE SUCCESS OF ANY
ORGANIZATION
◦ Millennials spend 16+ hours/week online and
90% have SM accounts with an average of 53
friends
35. BE GENUINE, REAL AND OPEN WHILE BEING
STRATEGIC AND UNDERSTANDING SOCIAL
MEDIA
BE UNIQUE
PEOPLE WANT “PEOPLE JUST LIKE THEM”
DON’T DO IT ALL ALONE
TELL YOUR STORY EVERYWHERE (ABOUT &
PICTURE)
PRAISE EVERYONE AROUND YOU
EARLIER THE BETTER – RESERVE YOUR
USERNAME
36. SPEAKING “CUSTOMER TALK”
USING THE RIGHT KEYWORDS FOR SEO
PURPOSES
BUILDING TRUST
◦ ORIGINAL DESIGN
◦ LONGEVITY
◦ # OF COMMENTS
◦ # OF LINKS
◦ DOMAIN - .INFO, .BIZ, ETC ARE BAD
◦ SUPERB SOCIAL MEDIA ACCOUNTS
◦ ABOUT PAGE WITH PICTURES OF REAL PEOPLE
37. Your parents “friend” you on Facebook?
Your school wants to keep parents updated a few times a day
for those who are really interested. What do you think is the
best format for this? Do you think this is a good idea?
Your school has an active private Facebook group it is only
for current parents. You want to start a fan page to help with
marketing and recruitment. How do you go about doing this?
Your parents “Google” a teacher and find disparaging remarks
on her Twitter feed regarding her job. They alert you to
this…what do you do?
Your parents “google” you and look at your LinkedIn page and
your Facebook profile. What do you do to protect yourself?
38. “IF PEOPLE GOOGLE YOU AND CAN’T FIND
YOU, THEN YOU DON’T EXIST”
LINK TO EVERYONE AND HAVE THEM LINK
TO YOU
KEYWORD RESEARCH – IMPORTANCE OF
CHOOSING THE RIGHT WORDS
39.
40. CREATE AN ACCOUNT
GROUPS VS FAN PAGES
IMPORT ALL CONTACTS (.CSV FILE)
CREATE A FAN PAGE FOR YOUR
ORGANIZATION
HAVE EVERY MEMBER JOIN THE FAN PAGE
HAVE EVERY MEMBER INVITE ALL OF THEIR
FRIENDS TO JOIN YOUR FAN PAGE
LINK YOUR BLOG POSTS TO YOUR FAN PAGE
USING NOTES APPLICATION
41. ADD A “BADGE” TO YOUR EMAIL SIGNATURE
ADD VIDEOS TO YOUR FAN PAGE
CREATE AN EVENT FOR ALL EVENTS, SEND
THIS TO ALL FANS AND HAVE ALL MEMBERS
SEND TO THEIR FRIENDS
KEEP THINGS CLEAN
ADD THE RIGHT APPS TO YOUR FAN PAGE
DESIGN A CATCHY SIDEBAR
42. TAG PEOPLE USING THE “@” SIGN
LOOK IN TO FACEBOOK ADVERTISEMENTS –
CAN BE A GREAT TOOL!
◦ HOW THEY WORK
◦ WHY TO USE THEM
◦ HOW TO DO THEM
43.
44.
45.
46. CREATE AN ACCOUNT
HAVE A POWERFUL BIO (160 CHARACTERS)
SCAN THROUGH CONTACTS TO ADD PEOPLE
FOLLOW EVERYONE THAT FOLLOWS YOU
LINK TO YOUR WEBSITE/FAN PAGE
WHY IS TWITTER GREAT?
◦ CONVERSATIONS MADE EASY
◦ SIMPLE AND MOBILE
◦ NO RIGHT WAY TO USE IT
47. PACK YOUR MESSAGE WITH CONTENT (140!)
ADD A BADGE TO YOUR EMAIL SIGNATURE
FOLLOW OTHER ORGANIZATIONS LIKE
YOURS (TWELLOW.COM)
LINK YOUR BLOG SO THAT THEY
AUTOMATICALLY GET POSTED
SHARE INTERESTING CONTENT (“RE-
TWEETING”)
48. DON’T USE THE NORMAL TEMPLATE,
DOWNLOAD A FREE DESIGN
ALWAYS RESPOND TO ANYONE WHO TWEETS
YOU IN A TIMELY MANOR
UTILIZE SEARCH.TWITTER.COM
TAG PEOPLE USING THE “@” SIGN
HAVE YOUR PROFILE MATCH YOUR BRAND
49.
50. CREATE AN ACCOUNT
CREATE A CHANNEL FOR YOUR
ORGANIZATION
INVITE YOUR CONTACTS TO JOIN THE
CHANNEL
UPLOAD VIDEOS FROM EVENTS (GET A FLIP!)
HAVE THESE VIDEOS AUTOMATICALLY POST
TO YOUR FACEBOOK FAN PAGE, BLOG,
WEBSITE
FILM 90 SECOND VIDEOS
51. CREATE A FREE BLOG ON WORDPRESS,
BLOGGER OR OTHER BLOGGING SITE
PICK A PROFESSIONAL LOOKING TEMPLATE
HAVE ALL ENTRIES POST ON OTHER SM
SITES
CREATE VALUE AND CONTENT FOR READER
TOPIC IDEAS: OFFER EXPERTISE, PROMOTE
UPCOMING EVENTS, PROFILE LEADERS,
REVIEW EVENTS, LINKTO INTERESTING
ARTICLES, NOTES FROM MEETINGS,
TALK ABOUT OTHER ORGANIZATIONS,
MANY OTHERS!
52. GET FACEBOOK CONNECT – ALLOWS OTHERS
TO EASILY POST YOUR CONTENT ON
FACEBOOK
HAVE MEMBERS POST ENTRIES
HAVE “GUEST BLOGGERS” – EASY WAY TO
ADD A TON OF CONTENT WITHOUT ANY
ADDITIONAL WORK
63. Tumblr lets you effortlessly share anything.
Post text, photos, quotes, links, music, and
videos from your browser, phone, desktop,
email or wherever you happen to be. You can
customize everything, from colors to your
theme's HTML.
64.
65.
66.
67.
68.
69.
70. USING HOOTSUITE
◦ ADD ALL OF YOUR ACCOUNTS
◦ POSTING TO MULTIPLE ACCOUNTS
◦ SCHEDULING POSTS
◦ OTHER INFORMATION AVAILABLE
71. VIDEOS OF EVENTS
INTERESTING ARTICLES
PROMOTE UPCOMING EVENTS
WHY JOIN?
INTERACTIVE QUESTIONS
HISTORY OF YOUR ORGANIZATION
SPOTLIGHT OTHER ORGANIZATIONS
SHARE YOUR MISSION, VISION AND
STANDARDS
72. TALK ABOUT CHARITY YOU SUPPORT
MEMBER OF THE WEEK
NOTES FROM MEETINGS
RECAP EVENTS
SPOTLIGHT A PROFESSIONAL
TALK ABOUT SUCCESSFUL STUDENTS
POST INTERNSHIP/CAREER OPPORTUNITIES
SHARE YOUR MISSION/VISION
POST YOUR RECRUITMENT GOALS
73. POST SERMONS WITH FEEDBACK AREA FOR
DISCUSSION
DESCRIBE YOUR IDEAL MEMBER AND ASK FOR
REFERRALS
PULL INFORMATION FROM NATIONAL
WEBSITE
74. MON – WEEKLY SCHOOL NEWS
TUE – BENEFITS OF MEMBERSHIP
WED – FAMILY OR CLASS OF THE WEEK
THUR – UPCOMING EVENT PROMOTION
FRI – PROMOTE SHABBAT
SAT – SHARE INTERESTING NEWS/ARTICLE
SUN – FACT ABOUT YOUR ORGANIZATION
* MAKE IT MANAGEABLE, EFFECTIVE AND
ALIGNING WITH YOUR MISSION AS AN
ORGANIZATION
77. ORGANIZE YOUR DAY BY WHEN YOU WILL DO
SM ACTIVITIES
USE TOOLS TO HELP YOU
◦ CATEGORIZE FRIENDS IN FACEBOOK
◦ CREATE LISTS IN TWITTER
◦ USE NUTSHELL MAIL
◦ BOOKMARKS AND READERS
78. Social media tools allow for greater interactions between school
principals and their stakeholders.
◦ Two way conversations
◦ Multiple channels
◦ Post simultaneously
Social media tools provide stronger connections to local
stakeholders, to fellow educators, and to the world.
◦ Positive PR
◦ Learning from one another
Social media use can have a significant impact on a school
principal’s personal and professional growth.
◦ Experts at the “click of a button.”
◦ Most influential people you have never met!
From Social Media and Two-Way Communication, April 20, 201, By sblankenship
79. RABBI MELISSA ZALKIN
STOLLMAN
MSTOLLMAN@HUC.EDU
@MZS
FACEBOOK.COM/MZSTOLLMAN
Thank you to Tom Healy from Campuspeak and Lisa Colton from Darim
Online for many of these resources.
