sf synagogues - colton breakout

5 Commandments of ‘Engagement’ in a Social Media Age

Presented by Lisa Colton, Founder & President Darim Online

Lisa@darimonline.org434.977.1170

http://slidesha.re/sfsyntech

GROUNDSWELL’s P.O.S.T.

1.PEOPLE: Identify audience(s)

2.OBJECTIVES

– What are you goals and objectives

for this audience?

– 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!

Attention EconomyListen!Add ValueBe RealNetwork Weaving

5 Rules of ‘Engagement’

#1 THIS IS AN ATTENTION ECONOMY

Unaffiliated but stronglyconnected. Prospects!

Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement.

These are your80/20 people:Mavens and ConnectorsMore effective atExpanding ourReach than the “institution”.

Circle representscurrent “community”,the tight(er) innernetwork.

In general, the thicker the interior network,the stronger the community.

Use Networks Smartly

Listen

OpenYourEars

Temple Israel, Memphis Facebook Page

#3: ADD

VALUE

Social Content 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 1:20 ratio

Real Life Example: Process

#4: BE REAL

Voice and Being Human

#5Weave

TheNetwork

Temple Israel, Memphis FB Page

Shifts in Staffing NeedsWho is responsible for listening

& weaving & empowering?

FINAL THOUGHTS

• Stay nimble - Change will continue• Know what you want to measure and

how you’ll know if you’re successful• Think about staffing and guidelines• Address your whole culture, not just

marketing & communications.• Learn the tools to fill your toolbox.

IT’S NOT ABOUT TECHNOLOGY