Jewish Geography Goes Digital

How to use social media to deepen relationshipsand solidify networks

Esther D. Kustanowitz – RAVSAK “Moving the Needle,” January 2014

The PlanFind out a bit about youEngage framework – social media revolution &

Jewish contextConsider relationships and networks differentlyThink about social media as tool/strategy for

connection, communication & engagementTips & resources, from Esther & from each

other Jewish & pop culture references along the way

Videos That May Stress You Out,But Aren’t Meant To

Social Media RevolutionWhat Happens on the Internet in 60 SecondsWhere Do Good Ideas Come From

What’s Jewish About Social Media?

Communal values – Nation of Priests (everyone’s a writer, rabbi or activist)

V’ahavta l’re’akha kamokha

Kol yisrael areyvim zeh la’zeh

Al tifrosh min hatzibbur

Educational values - At p’takh lo

Aseh lekha rav

“Much have I learned from my masters, & more from my colleagues than from my masters, & from my disciples the most.” –R. Hanina (Ta’anit 7a)

Social/family values

• Jewish geography

• See what your children are doing when they don’t call

• TMI/ no boundaries, but it’s all in our own best interests

Sharing is Caring (but also a chance for engagement)

Connection & Communication

From “Top-Down” to “Up and Out!”

Used to be just top-down: hierarchy undemocratic user impact: low

Now also bottom-up: peer reviews consumer feedback invested “prosumer” class

Next phase: Wonkavator

http://content9.flixster.com/question/46/64/76/4664763_std.jpg

Ideas That Come From the People

Yitro – justice systemTzelophehad’s daughters

shifting inheritance laws2.5 tribes stay on

the other side of the JordanGolden CalfAaron’s sons bringing a strange fireKorach’s rebellion

“The Future Cannot Be Crowdsourced”:

Crowdsourcing a Response

Encounter•Healthy skepticism

•First impressions – good or bad

•Immersion can be “too soon” – you learn too much

•Right organization/person at the wrong time is the wrong person/org

•Sense that the person/project adds a unique value

Engagement• Connection

• Interest

• Dynamism

• Sense of Humor

• Relationship building through experiences

Deepening Relationship

•Deeper investment – time & emotion

•Working together

•Partnership

•Shared experience creating history

Challenge •Period of instability

•Moment of dissent or distress

•“I am not your consolation prize”

•Acknowledging when you’re wrong

•Intense work to repair relationship

•Showing value

Resolution•Trespasses forgiven

•Equilibrium restored

•Understanding

•Compromises (sauce on the side)

•Happy relationship

Network 1.0 - Local

Network 2.0, 3.0 & Beyond: Everywhere

Ideal: High Level of Visibility, Growing Engagement

Stalking Your Intended:Do the Social Media Research

Develop “ambient awareness” Learn the language Schedule “surveillance time”Follow links, explore tools, read about social

media use (Mashable, Inside Facebook, Tweetdeck, mobile apps)

Who’s doing it right? What can you “borrow” from them?

How are your “alpha users” using social media? (be where they are…)

Personal TrainingSocial media regimen/cultural immersion

Find time (coffee breaks, lunchtime, etc)

Check Twitter/Facebook page at least once a dayRead Tweetstreams or Status Feeds of

people and orgs you’re following –begin to participate in conversations

Share a FB group or event with friends who are “hubs”

Ask questions (professionals/civilians) – aseh lekha rav

Tools: 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

Tools: 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

Tool: Storify

http://storify.com/CLSPN_Networks/collaboratory-convenes-jewish-innovation-sector

Tool: Tagboard

5 Things You Can Do Now

1. Aseh lekha rav – both rav and rabim2. Ulpan – learn the language3. Think about social media as an outreach

strategy and a conversation to build engagement

4. Create a content plan (w/flexibility to discard it)

5. Be open to input & inspiration from other places (share the spotlight, highlight strengths or distinctions)

Actions for Your SchoolDetermine your institutional voice/s & value

How does your group serve the community? Create your own FAQ

Define “compelling content” for your organization Identify newsy angles for programs, use as hook to

promote org in online conversations Consider starting a blog, so you can host conversations

Asset Mapping Who/what are your strongest resources? (include board

members, parents, teachers & students) Find “mavens”/hubs in your community, invite their

feedback & partnership (donor cultivation, but not for $)Consider inviting organizational assessment by a

social media trainer

Content: Engaging Your Audience

Know what’s out there & how people are using itDevelop an invested audience

create riveting content be consistent and reliable with your messaging be willing to listen to feedback, and adapt

accordingly provide a unique value

emotional /intellectual connectionspeak to a shared passion – justice, equality, sportspersonality, humor (snark)

Try new things to see what works

Content Strategy Checkpoint

If your organization had a blog, what would its purpose/mission statement be?

How often would you post?What would your first five posts be about? (look

to your history and also to what’s happening now)

Who would write them? (hint: consider a mix of voices, professional and lay, parent, teacher & student)

How would you promote them/get new readers?

How Do I Find Things to Post About?

Google Alerts / Google News Search (archives)Stay tuned to Twitter, CNN, BBC, Facebook –

what are people talking about, and how does it relate to your work?

Authentic lenses on passionate subjectsConnect with educators’ networks (PARDES,

RAVSAK, JEDLAB)

Today’s networksNot just the people we see every dayGeography is incidentalExtension of Jewish geography –

shtetl goes global

Thesituationist.wordpress.com

How is social media like Jewish summer camp?

Summer camp: Immersive limited duration “bonds that last a lifetime” – most impactful J

experience Freedom, adolescence, experimentation

Social media: immersive Can be continuous if developing relationships well Different kinds of relationship experiences Freedom - sometimes frightening, but can be a

blessing

Telling the StoryWhat is your organization’s story?

Current characters Origins story – feed the hunger

for historyWho are your consumers/

audiences/fanboys?What do “your people” value?Give them what they want, and they’ll give you

what you want

Tools & Resources• NLE 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)

• Wanted: Jewish Leaders for the Digital Age (Ha’aretz)• Here Comes Everybody – Clay Shirky• Empowered Judaism – Elie Kaunfer• Linchpin – Seth Godin

@EstherK esther.kustanowitz@gmail.com http://twitter.com/estherk http://facebook.com/estherkustanowitz http://youtube.com/EstherK (including YouTube

list of social media related videos) MyUrbanKvetch.com