Temple Israel of New York

The Foundations of Social Media:

How Social Media is Changing the Rules of the Game for Synagogues

Presented by Lisa Colton,

Founder & President

Darim Online

Lisa@darimonline.org

434.977.1170

Our Plan Today

• 5 New Rules of the Game• Designing for Engagement• Reviewing Your Channels• Back of the Napkin Strategy

Characteristics of Social Media

Participatory

Open & Democratic

Conversational

Communal

Connected

#1 THIS IS AN ATTENTION ECONOMY

#2:

ADD

VALUE

Value 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 even 1:20 ratio

#3: BE REAL

Temple Israel, Memphis Facebook Page

Develop Your Voice:

Examples

From Twitter

Be conversational!

Accessibility

http://www.formspring.me/rabbiblake

Be a Real Person!

Rabbi Larry Bach, Temple Mount Sinai, El Paso, TX

Listening is

Paramount

#4 INVEST IN, DEVELOP & LEVERAGE NETWORKS

Unaffiliated but strongly

connected. Prospects!

Affiliated, but not well

connected to the

community as a whole.

At risk for dropping

dropping out at key moments,

& good focus for engagement.

These are your

80/20 people:

Mavens and

Connectors

More effective at

Expanding our

Reach than the

“institution”.

Circle represents

current “community”,

the tight(er) inner

network.

In general, the thicker the interior network,

the stronger the community.

Use Networks With Purpose

Ask Questions:

Be a Platform

For Conversation

Temple Beth Abraham, Tarrytown, NY

Tagging people is a way to invite

them into the conversation

UserGenerated

Content

#5: Shifts in Power

Unofficial Outposts

Instead of making them come to you, you go to

them.

Real Life Example

Of Power Shift

Prepare for Constant Change: Anticipate The Market & Be Nimble

John Fitch’s Steam Engine

John Fitch’s Steam Engine

Your Channels

The Challenge

Institutional Bullhorn Community Embrace

Design for Highest Return on Engagement

Create a

video,

message,

tweet, blog

post, Share

about the

org/events

Become a fan

Friend

Follow

Join

Discuss

Ask

Comment

Post reviews

Give feedback

Vote

Contribute

ideas

Visit

Watch

Download

Read

Play

Engage Contribute Participate Create

Lowest to highest Return on Engagement

* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498

Engage

Contribute

Participate

Create

Opportunities

for others to

CONTRIBUTE

Invitation to

PARTICIPATE

Engage

Contribute

Participate

Create

Engage

Contribute

Participate

CreateOpportunities for

Creation

IT’S NOT ABOUT TECHNOLOGY

GROUNDSWELL’s P.O.S.T.

1.PEOPLE: Identify audience(s)

2.OBJECTIVES

– What are you goals and objectives

for this audience?

– 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!