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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
Use Networks With Purpose
                                                                               Circle represents
                                                                               current “community”,
Unaffiliated but strongly                                                      the tight(er) inner
connected. Prospects!                                                          network.



Affiliated, but not well
connected to the                                                                  These are your
community as a whole.                                                             80/20 people:
At risk for dropping                                                              Mavens and
dropping out at key moments,                                                      Connectors
& good focus for engagement.                                                      More effective at
                                                                                  Expanding our
                                                                                  Reach than the
                                                                                  “institution”.

                               In general, the thicker the interior network,
                                      the stronger the community.
Ask Questions:
Be a Platform
For Conversation




  Tagging people is a way to invite
    them into the conversation
                                      Temple Beth Abraham, Tarrytown, NY
User
Generated
 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

               Engage                            Contribute                           Participate     Create

                                                                                        Become a
                                                                                                      Create a
              Visit                            Post reviews                                fan
                                                                                                       video,
             Watch                                  Give                                 Friend
                                                                                                     message,
            Download                             feedback                                Follow
                                                                                                    tweet, blog
              Read                                  Vote                                  Join
                                                                                                    post, Share
              Play                              Contribute                               Discuss
                                                                                                     about the
                                                   ideas                                   Ask
                                                                                                    org/events
                                                                                        Comment


                                              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
Engage
Contribute
Participate
Create




    Invitation to
   PARTICIPATE
Engage
                Contribute
                Participate
                Create
Opportunities
 for Creation
IT’S NOT ABOUT TECHNOLOGY
GROUNDSWELL’s P.O.S.T.


1. PEOPLE: Identify audience(s)
2. OBJECTIVES you goals and
   – What are for this audience?
     objectives
   – 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!

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Temple Israel of New York

Editor's Notes

  1. Engage: passive activities such as visiting a site, reading the blog, playing a gameContribute: ideas, reviews, feedbackParticipate: within a group or fan pageCreate: create new content on a site or on their own about the site