This document provides an agenda and materials for a workshop on social media literacy and best practices. The agenda includes introductions, overcoming fears of social media, examining examples, discussing tools and takeaways, and an open Q&A session. The materials discuss the importance of listening to social media, resistance to social media, models for engagement, storytelling on social media, content creation tips, ideal post lengths, platforms like Facebook and Twitter, and tools and resources. The goal is to help participants better understand and utilize social media to manage information, relationships, and outreach.
2. AGENDA
Introductions & Taking Your Questions (20 minutes)
Overcoming fears, looking at social media differently;
outlining & deepening relationship (10 minutes)
Look at some examples (30 minutes) & discuss in small
groups
BREAK (10 minutes)
Best practices, times (10 minutes)
Tools, takeaways & things you can do immediately (10
minutes)
Open Q & A (20 minutes)
Close & 3-2-1 (10 minutes)
3. IF YOU’RE NOT LISTENING TO
SOCIAL MEDIA…
…you’re missing half the story:
Lifecycle (photos, announcements)
Emotional challenges (vaguebooking)
What social and political issues get your people fired up
(positive/negative)
Information about how your people use social media
How people feel about your programs or institution
Access to constructive criticism (without F2F)
4. SOCIAL MEDIA RESISTANCE
“I don’t even understand how Twitter works.”
“Who cares what I think?”
“I don’t care what anyone else ate for breakfast!”
“I can’t come up with that much content on a
regular basis…”
“Who has time for this stuff?”
“Blogging isn’t real writing.”
“The whole internet is just full of complaining and
negativity.”
5. SOCIAL MEDIA LITERACY
It’s not about:
“becoming more tech-savvy”
“being a tech geek”
It’s about learning the tools that help you:
manage, organize and access information
manage, increase and deepen relationships
reach people where more of them, increasingly, are
(Social Media Revolution)
learn about your constituents
engage and converse with constituents in new places
6. YOU DON’T HAVE TO BE EVERYWHERE AT
ONCE…
Because you can’t…there’s
a lot out there…
•Assess what your capacity
is for media outreach
(financial & human
resources)
•Choose a few tools that
make sense for your
audience, focus on them
•Always stay informed of
new things as they come up
(Instagram was new once)
•Asehlakhemrav (find a
resource)
7. THERE IS NO “BEST” OR “IDEAL”
Measuring success depends on your goals &
priorities:
Number of followers/likes on a page/profile
Number of engaged followers (consistently “liking,”
commenting or RTing your messages)
Followers who “break the fourth wall,” interacting like
stakeholders instead of consumers
Members in your organization
Fundraising or sales
Awareness
Participation in events and initiatives (in-person and
online)
Engaging volunteers, recruiting to board/donors
8. HOW TO NOT GET OVERWHELMED BY SOCIAL
MEDIA – 2 MODELS
Social Media Tourism
Learn the language
Get recommendations from your friends who have been
there
Visit Exotic Twitterland
Social Media Personal Training
Train for the marathon (work up to it)
Devote some time every day – plan into the schedule
Alternate types of exercise (so you don’t get “bored)
Find a workout buddy
10. CULTURE OF SOCIAL MEDIA STORYTELLING: “TOP-
DOWN” TO “UP AND OUT!”
Online engagement THEN:
hierarchical
undemocratic
user impact: low
You’d buy what they’re
selling, or you wouldn’t
NOW:
peer reviews
consumer feedback & interaction
invested “prosumer” class affects
marketing, popularity, troubleshooting
“Inside the Wonkavator” – stories come from, and
go, anywhere
IT’S ALL ABOUT THE RELATIONSHIP
http://content9.flixster.com/question/4
6/64/76/4664763_std.jpg
16. SHARING STORIES WITH PEOPLE YOU’RE “IN
RELATIONSHIP” WITH
Is your story about...
The organization or program itself?
An event?
The speakers/attendees at an event?
What makes your program different from all other
programs?
How can you show as well as tell your story?
(video, photos, etc)
How can you engage the audience in a way that
transforms them from “readers” to co-
storytellers, partners, prosumers?
17. SOME EXAMPLES – HOW ARE THEY DOING?
The Accidental Talmudist
TEAM (The Equine Athletics Mission) Israel
Rabbi David Wolpe
Limmud International
Questions:
Do you have a sense of what this person or
organization is about?
What made an impression? (positive or negative)
Did you learn something?
Would you come back? If so, why? If not, what could
the page change in order to change “no” to “yes”?
18. TO KEEP IN MIND
Tools (Facebook, Twitter, Instagram, others)
technical, can be learned
Content – (story, message)
tailored for each medium
strategic, current, relevant
Length – (short, or shorter)
strategically tailored for each medium
Timing
when is your audience awake?
when is best for your initiative?
19. CONTENT CREATION TIPS = HUMAN
ENGAGEMENT TIPS
Treat your online constituents like they’re offline…
Content is storytelling
Show, don’t tell – words can be pictures
Riveting content is
Current/topical
Consistently on-message
Deepens relationship
Provides a unique value
emotional /intellectual
shared passion – justice, equality, sports
Distinctive tone, personality, humor
20. WHERE DOES CONTENT COME FROM?
Google Alerts / Google News Search (archives)
Stay tuned to Twitter, CNN, BBC, Facebook – what
are people talking about? How does it relate to your
work?
Authentic lenses on passionate subjects
eJewishPhilanthropy.com, Harvard Business
Review, Jewish Journal, LA Times, venues you’d
like to be published in, etc
Newsle, Nuzzel, content aggregators
22. IDEAL LENGTH BREAKDOWN & ANALYSIS
“Solid research exists to show the value of writing, tweeting, &
posting at certain lengths.” -Fast Company*
Blog post– 7-minute read (about 1600 characters) 40-55
characters/8=11 words per line
Facebook – 40 characters or fewer
Twitter - around 100 characters – w/spike in RTs among those
between 71-100 characters
Headlines – 6 words
Email subject header – 28-39 characters
More in article (TED talks, domain names, etc)
*Notes:
Above quote = 48 characters
Research didn’t focus on Jews/nonprofits
23. THE “ORGANIC REACH” CHALLENGE
Bad news: Recently, a study revealed that Facebook
page organic reach went from an average of 12.05% in
October, 2013 to 6.15% in February, 2014.
OK news: When compared to traditional advertising like
television, radio or print, Facebook is more affordable
and more targeted.
Sources:
Your Facebook Page’s Organic Reach is About to Plummet –
SocialMediaToday.com
Why you should spend $1/day on Facebook ads – Moz.com
(their motto: TAGFEE:
Transparent, Authentic, Generous, Fun, Empathetic, and
Exceptional)
24. FACEBOOK VS. TWITTER
Facebook – distribution, sharing & discussion
(deeper reach)
a newsroom
the water cooler/break room
Jewish geography: school/camp/uni reunion
evite.com
Twitter - consumption & distribution (wider reach)
a cocktail party in a large room
a convention
a sports arena
CNN news ticker
25. GOOGLE + &PINTEREST
Google+:
video meeting center
space to share articles of interest
space for discussion?
better way to organize friends?
Pinterest:
An online portfolio
A scrapbook
A design journal or interior decorating plan
Both: Basically a mystery to me
26. HOW OFTEN TO POST? (GENERAL
GUIDELINES TO START)
Blog
• Ideal: 1-
2x/week
• Realistic:
regularly
Facebook
• Ideal: 3-
5x/week
• Realistic:
1x/week
Twitter
• Ideal: 1-
3x/day
(depends on
audience/co
ntent)
• Realistic:
3x/week
28. WHEN TO POST: FACEBOOK& TWITTER
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
29. WHEN TO POST: BLOGS
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
30. 5 THINGS YOU CAN DO NOW
1. Set up some Google Alerts
2. Sign up for eJewishPhilanthropy& Fast Company emails
(or more)
3. Brainstorm ways you can create more engaged
“prosumers”
4. Create a content plan that includes varied types of
content, media and voices
5. Be open to input & inspiration from other places (things
you see on the street, parenting, pop culture trends, etc –
great for SEO, when organic)
31. TOOLS & RESOURCES
• Free webinars from DarimOnline.org and Wild Apricot
• Inside Facebook and Mashable newsletters (for social
trends/literacy in social media tools and shifts)
• eJewishPhilanthropy, Google Alerts, Wired, Fast
Company, Harvard Business Review, Pew Internet
Study - articles of interest
• Manifesto: Social Media for Jewish Organizations (My
Urban Kvetch)
• The Future of Jewish Journalism (Or Anything Else)
(eJewishPhilanthropy)
• Wanted: Jewish Leaders for the Digital Age (Ha’aretz)
• Here Comes Everybody – Clay Shirky
• Empowered Judaism – ElieKaunfer
32. 3, 2, 1
3 things you've learned
2 people you want to tell about today’s session or
something you learned here today
1 thing you're going to do differently as a result of
the conversation/1 commitment you're going to
make to try...
33. HOW TO EXTEND YOUR ENGAGEMENT (END
OF DAY, PROMPTED BY ERIK)
Spending time to FB post once a day
Raise more money and find the right people so that we can
spend more time doing things like FB posting, better and more
thoughtfully
Finding the right platform – focusing on Linkedin or Twitter
Going to learn how to RT
Better research about stakeholders and where they are
Making sure content that’s posted is engaging and valuable to
user
Targeted advertising
Reactivate Twitter account, use interesting lines from the podcast
Getting personal voices out there, stirring the pot beyond getting
magazine posts out there
Translating FB likers to email subscribers
Put a time in my schedule each day – 20 minutes to do all this
34. STAY IN TOUCH – I SEEM TO BE ON THE
INTERNET
@EstherK
Esther.Kustanowitz@gmail.com
Notas do Editor
A blog works like a website. You go there and you read it.Lots of people care what you think, especially if you are passionate and authentic.You’d be surprised how much you have to say about things you’re passionate about. You determine how frequently you post.Who has time? You do.Blogging is writing. It’s not always good, or unbiased, or grammatically correct, but can’t say all bloggers aren’t real writers.OK, that’s true. But you can change it.
1:39
No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.