Foundations of Social Media - New York Synagogues

The Foundations of Social Media:

Facebook, Twitter and Social Media’s Implications for Synagogues

Presented by Lisa Colton, Founder & President Darim Online

[email protected]

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

Unaffiliated but stronglyconnected. Prospective members!

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 your80/20 people:Mavens and ConnectorsMore effective atExpanding ourReach than the “institution”.

Circle representscurrent “community”,the tight(er) innernetwork.

In general, the thicker the interior network,the stronger the community.

Use Networks Smartly

Characteristics of Social Media

• Participatory: It blurs the line between producer and consumer, media and audience.

• Open and Democratic: It encourages voting, comments and the 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.

OpenYourEars

Temple Israel, Memphis Facebook Page

• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008

• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw

• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED

Ambient Awareness

OpenYourEars

Temple Israel, Memphis Facebook Page

Attention EconomyAdd ValueBe RealPrepare for Constant ChangeChanging Power Structures

5 New Rules of the Game

#1 THIS IS AN ATTENTION ECONOMY

#2: ADD

VALUE

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

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.

#3: BE REAL

Voice: Sixth & I Synagogue in DC

#4: Prepare for Constant Change: Anticipate The Market & Be Nimble

#5: Shifts in Power

Real Life Example

John Fitch’s Steam Engine

John Fitch’s Steam Engine

FINAL THOUGHTS

• Stay nimble - Change will continue• Know what you want to measure

and how you’ll know if you’re successful

• Think about staffing and guidelines• Address your whole culture, not

just marketing & communications.

IT’S NOT ABOUT TECHNOLOGY

Upcoming Webinars

Facebook Strategies for SynagoguesNovember 18, 11:00 a.m. - 12:00 p.m.

Twitter Strategies for SynagoguesJanuary 13, 1:00 - 2:00 p.m.

Leadership in the Digital AgeFebruary 17, 1:00 - 2:00 p.m.

Foursquare and Gowalla - Geo-location servicesMarch 24, 1:00 - 2:00 p.m.

Social Media Staffing & PoliciesMay 12, 1:00 - 2:00 p.m.

New registrations: http://bit.ly/nywebinars