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.

1. UPSTART BAY AREA
Esther D. Kustanowitz
April 9, 2014

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

9. FINDING INSPIRATION IN
TEXT/TRADITION

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

11. INITIALENCOUNTER
•Healthy
skepticism
•First
impressions
•Immersion -
“too soon?”
•Right
org/person at
the wrong time
is the wrong
person/org
•Sense that the
person/project
adds a unique
value

12. DEEPENINGENGAGEMENT
• Connection
• Interest
• Dynamism
• Sense of
Humor
• Shared
experiences
• Building
relationships

13. DEEPENINGRELATIONSHIP
•Deeper
investment –
time &
emotion
•Working
together
•Partnership
•Shared
experience 
creating
history

14. CONFLICTORCHALLENGE
•Period of
instability
•Moment of
dissent or
distress
•“I am not your
consolation
prize”
•Admitting
when you’re
wrong
•Intense work
to repair
relationship
•Showing
value

15. RESOLUTION
•Trespasses
forgiven
•Conflict
resolved
•Understanding
•Connected for
life
•Compromises
(sauce on the
side)

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

21. IDEAL LENGTH FOR ONLINE ENGAGEMENT

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

27. WHEN TO POST?
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546

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