AJFCA Social Media Slides

standing together. moving forward. DARIM ONLINE

Overview
• Social media definitions and theory
Understanding Social Media & • How to think strategically about social media tools
Its Impact on Your Agency • Social technographics
• What does it mean for your work?
Lisa Colton
Founder and President, Darim Online • Examples of social media tools
lisa@darimonline.org
434.977.1170 • Common challenges

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

DARIM ONLINE DARIM ONLINE

Be Goal Oriented Communication Revolution

• 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.

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

1


Communication 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.



Do You See This Evolution in Your Work? Institutions -> Collaborations

CONTENT

CONNECTIONS Institution

COLLABORATIONS

Huge resources spent to coordinate Add coordination to the infrastructure
& bring people into the institution of the group - more results, less cost. Bring
the “problem” to the people.


2


Examples of Social Media Tools BLOG
• Blogs
• Social Networking
• WIKIs
• Online video
• Microblogging (Twitter)

http://www.commoncraft.com/blogs



Examples: www.jcarrot.org Taking the Learning Outside of the Walls
• Blog of Hazon (Jewish • CBI Preschool
food, environmental • Share what’s going
bike rides, etc.)
on inside with
• Specific focus, interested parties
integrating two
outside
interests.
• Building a brand -- • Reinforce learning
connections into other at home
programs. • Demonstrate value
• Empowering and beyond the obvious
energizing a • Embed video
movement.


3


Avi Chai - Educational Technology (P2P) Anatomy of a Blog
http://edtechexp.blogs • Title, date, author
pot.com/
• Sharing experience
• Links to other sites
• Documentation and bloggers
• Collaboration
• Wide audience
• Quotes from other
sources

• Listing of recent
comments made



Anatomy of a Blog, cont… Anatomy of a Blog, cont…

• Add a comment • Number of comments
• Blog roll • Subscribe to RSS feed icon
• Categories and tags • Recent posts
• Search box
• Tag cloud

www.tagcrowd.com


4


RSS -- Really Simple Syndication RSS - Aggregating Content
• 115 million + blogs • This is Lisa’s Google
• Old way: go OUT to blogs and news sites Reader.
and check periodically for new and • Like “bookmarks”, left side
interesting content. This requires time and shows list of feeds she’s
initiative. subscribed to, with new
• New way: RSS allows you to subscribe to posts in bold.
your favorite sources of content, and new • Can read excerpt or full
content is delivered to you in your “reader” posting within the RSS
window. reader.
• Many sites have icons that allow you to • Aggregates what you’re
subscribe in one click. Look for these interested in to save time
icons. and bring the things you
• For an RSS video, visit: care about to you.

http://www.commoncraft.com/rss_plain_english



Blogging Resources SOCIAL NETWORKING
• Free or low cost blogging platforms: • Social Networking builds
– www.blogger.com online communities of people
– www.wordpress.com
who share interests and
• RSS readers: activities.
– www.bloglines.com
• Social Capital is the value of
– www.google.com/reader
the connections between and
• Books: among social networks for
– The Blogging Church
increasing productivity,
– Naked Conversations
spreading information, and
locating desired resources.


5


Social Networking Productive, not just Social
• Facebook profile &
news feed
• Connect with friends
and colleagues;
• “Solidify” relationships;
• Affiliate with groups and
causes;
• RSVP for events;
• Very “sticky”



Facebook: Groups Facebook Pages
• Individuals • Organization’s
become “profile”
“members” • Updates are
• News, events, added to “fans’”
“wall”, photos and news feed
videos • News, events,
• Bottom-up photos, video,
• Needs facilitation wall, etc.
• Statistics,
reporting,
searchable.


6


Facebook Causes Digital Intimacy and Ambient Awareness
• Causes is an • See NYTimes Article “Brave New
World of Digital Intimacy” Sept 7,
application 2008 http://tinyurl.com/6fsll6
• Users can JOIN a • Small bits of information add up to a
cause, DONATE stronger relationship
• Implications for community building,
(thru Network For
staff relationships, team cohesion,
Good), and recruit board engagement, volunteer and
others to the cause. donor recruitment and engagement,
etc.
• Works well for • If you are in the business of
specific campaigns relationship building, this is one of
your most powerful tools.
• Spread virally
• Birthday function



WIKIS What is a Wiki? Why Do I Need One?
• A wiki is a collaborative online workspace where Old Way New Way
members can add and edit content easily. Wikipedia is
the most commonly known wiki.
• Wikis can be private or public, and have a variety of
permissions.
• “Wiki” means “quick” in Hawaiian. WIKI


7


Wikis How to Add to a Wiki

• Wikipedia is an
• Click “edit this page”
example
• Any user can add, • Use a WYSIWYG
edit or delete pages toolbar like a Word doc
(if you give
permissions) • Click “save”
• Shows history of
changes
• Powerful
collaboration tool



Uses of Wikis Permissions
• Drafting grant • Totally open
proposals or reports
• By invitation only
• Project plans for a
distributed team • Request to join
• Storage of documents • Anyone can view,
to be accessible from only members can
anywhere edit
• Central repository for
ideas, brainstorms, etc.
• Your experiences?


8


Wiki Resources Video

• Wikispaces.com • AJWS produced a series of videos with See3.net
• Free basic account • Volunteer/donor focus to tell a story from the first person
• $10-50/yr for private, • http://www.youtube.com/watch?v=-wQgm2e1IHk
on own domain,
remove ads
• See
TechSoup.com/stock
for nonprofit discounts



What is “Video”? “Casual” and humor are still powerful

http://www.youtube.com/wath?v=WIvmE4_KMNw&e
http://www.youtube.com/watch?v=TJRxR4VzwCE&e


9


Tie Video to Mission and Goals Video: How to Start
• Reduce barriers to participation • Inexpensive to make and host:
– UJC - video about Super Sunday – Flip video camera: About $150, no cables, no tapes. Sony also makes similar.
– Obama campaign about volunteering – Upload to YouTube.com, Vimeo.com, DoGooder.tv
– Embed in free platforms: Blogs, Social Networking Sites, etc.
– Anticipate what barriers might be
• Engage on a personal and emotional level (humor, intensity, authenticity) • Take footage everywhere, label well!
• Demonstrate the mission rather than “telling” it (e.g. AJWS) • Telling a story is more important than professional production
• YouTube.com Channel • Keep it focused and brief
– http://www.youtube.com/user/92ndStreetY – No more than 3 min for viral distribution
• Google Checkout for donations, link to main web site, comments, • Great sound is more important than great visuals.
subscribers, etc. – Consider an external microphone.
– http://www.youtube.com/user/HadassahIntl
• Chicago-based www.See3.net/guide is really useful.
• About research, Young Hadassah Leadership Board, Makes activities in
– (They also do video and web production work.)
Israel vivid



Twitter
• “These technologies
Twitter is a social networking and micro-blogging service are helping us to
that allows users to send and read other’s updates create an information
(“tweets”), which are text posts of up to 140 characters. and intimacy
revolution, not driving
us to interact less as
Updates are displayed on the user's profile page and some purport.”
instant messaging, SMS (text msg on phone), RSS, email • 140 characters
or through an application such as Twitterrific or Facebook. delivered to web, IM or
txt on your phone.
• Social and
professional


10


Examples of Twitter Tools and Skills
Sharing Knowledge Promotion/Marketing

“These technologies are helping us to
create an information and intimacy revolution,
not driving us to interact less as some purport.”
Keeping Up with Friends - Jake Brewer on Beth Kanter’s blog
(beth.typepad.com)



Next Steps Start Listening
• Your job is to understand the • Search for your org to see
movement that’s underway, and what people are already doing
explore how to participate in it BOTH as
a user/participant, and as a and saying
representative of an organization. • Sign up for Google Alerts
• Homework: start to play! Report back (www.googlealert.com)
to me and each other what you learn,
enjoy, discover, try… You may not “get • Search Technorati.com for
it” until you jump into it. your organization
• Talk to each other about what you’re • Find opportunities to ask
doing and what is working well and questions and listen to what
why.
your constituents want and
need.
Photo credit: Banlon1964, Flickr


11

DARIM ONLINE

Q/A and Discussion

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

12

AJFCA Social Media Slides

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