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SRF - Social Media Aleph

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Lisa Colton
Lisa Colton

This document discusses tools for online communication in the 21st century and their application to religious institutions. It describes how social media has changed communication by making it more participatory, open, conversational and community-oriented. It suggests religious leaders rethink their models and roles to engage communities through social networks. Case studies show how synagogues have successfully used tools like Facebook, blogs and Twitter to share information, strengthen connections and demonstrate their value in new ways.

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Online Tools for Communication in the 21st Century Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
Overview Communications Revolutions Exploring new models What is a 21st century Rabbi? Social media characteristics Case studies Web Sites & eNewsletters
Communications Revolution
Communications Revolution
What is Social Media? The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: 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 and strength of communities around a particular shared interest. Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.
Social Capital Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. Examples to share?
Old and New Paradigms Institution Huge resources spent to coordinate & bring people into the institution Institution acts as the coordinating infrastructure to support and empower the people “ Social media means ‘ group action just got easier’ ” - Clay Shirky
Applying Innovation to Existing Models
Sometimes Requires Redesigning The System
Question Assumptions Who is on the bima? What is dynamic between Rabbi and congregation? How do youth and adults learn? Where are people willing to contribute their energy and attention?
What is a 21st Century Rabbi? With fundamental shifts in how people form identity, allocate their time and resources, find information and build community, what is the role of the 21st century Rabbi and synagogue?
Be Goal Oriented Technology is a tool. Success of a tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
Thinking Strategically: POST P EOPLE: Identify audience(s) Understand their technographics profile O BJECTIVES What are you goals and objectives for this audience? Listening to needs, energizing alumni, connecting like minded people… What is the S TRATEGY to reach these goals? A plan (with room to grow) Implications of the plan (privacy policies, training, etc.) Who is in charge? Who is participating? How to evaluate vendors/products Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine!
Using Networks Smartly Unaffiliated but strongly connected. 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 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.
Ambient Awareness 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
Temple Sinai, Oakland, CA: Facebook Facebook strategy Listening carefully, capitalizing on opportunities Little time, great skill, prioritization Integrated with other marketing & communications Human and personal
Listening Skills
Beth Israel, VA: Preschool Blog CBI Preschool Share what’s going on inside with interested parties outside Reinforce learning at home Demonstrate value beyond the obvious Embed video
Sixth and I Synagogue, DC: Twitter
Official and Unofficial Outposts Find relevant conversations and contribute value
A Note on Staffing (Temple Israel, Memphis) This is everyone’s job Who is responsible? 3) Internal communications
Web Sites and e-Newsletters On one foot: Necessary but not sufficient Still first point of contact for many Home base for basic information Portal to social media: List usernames/links/invitations on web site and other media Tease blog posts or other activity in e-newsletter Keep community/social capital mindset Well structured, user experience is everything Make it easily accessible via mobile
It’s About Technology… AND MUCH MORE. Tools & Skills Org & community culture Business strategy Staffing & priorities Understanding the paradigm shift Everyone’s business What does the synagogue of the 21st century look like? How do we get there?

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SRF - Social Media Aleph

  • 1. Online Tools for Communication in the 21st Century Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
  • 2. Overview Communications Revolutions Exploring new models What is a 21st century Rabbi? Social media characteristics Case studies Web Sites & eNewsletters
  • 5. What is Social Media? The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is: 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 and strength of communities around a particular shared interest. Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.
  • 6. Social Capital Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. Examples to share?
  • 7. Old and New Paradigms Institution Huge resources spent to coordinate & bring people into the institution Institution acts as the coordinating infrastructure to support and empower the people “ Social media means ‘ group action just got easier’ ” - Clay Shirky
  • 8. Applying Innovation to Existing Models
  • 10. Question Assumptions Who is on the bima? What is dynamic between Rabbi and congregation? How do youth and adults learn? Where are people willing to contribute their energy and attention?
  • 11. What is a 21st Century Rabbi? With fundamental shifts in how people form identity, allocate their time and resources, find information and build community, what is the role of the 21st century Rabbi and synagogue?
  • 12. Be Goal Oriented Technology is a tool. Success of a tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.
  • 13. Thinking Strategically: POST P EOPLE: Identify audience(s) Understand their technographics profile O BJECTIVES What are you goals and objectives for this audience? Listening to needs, energizing alumni, connecting like minded people… What is the S TRATEGY to reach these goals? A plan (with room to grow) Implications of the plan (privacy policies, training, etc.) Who is in charge? Who is participating? How to evaluate vendors/products Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine!
  • 14. Using Networks Smartly Unaffiliated but strongly connected. 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 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.
  • 15. Ambient Awareness 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
  • 16. Temple Sinai, Oakland, CA: Facebook Facebook strategy Listening carefully, capitalizing on opportunities Little time, great skill, prioritization Integrated with other marketing & communications Human and personal
  • 18. Beth Israel, VA: Preschool Blog CBI Preschool Share what’s going on inside with interested parties outside Reinforce learning at home Demonstrate value beyond the obvious Embed video
  • 19. Sixth and I Synagogue, DC: Twitter
  • 20. Official and Unofficial Outposts Find relevant conversations and contribute value
  • 21. A Note on Staffing (Temple Israel, Memphis) This is everyone’s job Who is responsible? 3) Internal communications
  • 22. Web Sites and e-Newsletters On one foot: Necessary but not sufficient Still first point of contact for many Home base for basic information Portal to social media: List usernames/links/invitations on web site and other media Tease blog posts or other activity in e-newsletter Keep community/social capital mindset Well structured, user experience is everything Make it easily accessible via mobile
  • 23. It’s About Technology… AND MUCH MORE. Tools & Skills Org & community culture Business strategy Staffing & priorities Understanding the paradigm shift Everyone’s business What does the synagogue of the 21st century look like? How do we get there?