peje assembly 2010 - using social media to lead

Using Social Mediato Lead2010 PEJE Assembly for Advancing the Jewish Day School FieldSunday, October 24, 2010

Shayna Englin - [email protected], 202.683.8465, @sbenglinDave Weinberg - [email protected], 240.678.6863, @weinberg81

mailto:[email protected]




Agenda

Introductions: Who are we and why are we here? (9:15-9:30)

Question 1: What Kind of Leader Are you? (9:30-9:50)

Question 2: Who Do You Lead? (9:50 - 10:20)

Question 3: What Do You Have to Say? (10:20 - 10:45)

BREAK 10:45 - 11:00

Question 4: What Tools Will You Use? (11:00 - 11:20)

Question 5: How Will You Measure Success? (11:20 - 11:40)

Question 6: What Are the Risks? (11:40 - Noon)

Open Discussion (Noon - 12:15)

Critical question #1 towardeffectively using social media to lead:

What kind ofleader are you?

(What does it mean to lead?)

Are you a lone shirtless dancing nut doing great things?

http://sivers.org/ff



Movement leaders

From the survey:

My role as a leader is...

“To inspire my community toward a vision of Jewish high school education, to communicate effectively about that vision, to ensure that we have the resources, including the right people in place, to carry out this vision.”

“As the visionary for our school.”

Thought leaders

Thought leaders are regarded as innovative experts, combining knowledge and ideas to guide the conversation in particular direction.

Operational leaders

From the survey:

My role as a leader is...

“To communicate to the internal Donna Klein Jewish Academy audience as well as the community-at-large.”

“Principal of a dynamic K-6 grade Day School. I am the "face of the school" both within the school site and in the larger community, and need to know how to use all forms of media to represent our school.”

“to encourage the team members to use their skills and knowledge and experience to accomplish our mission, with my assistance and management.”

Critical question #2 towardeffectively using social media for leadership:

Who do you lead?

Be specific:

Students

Alumni

Parents of current students

Parents of alumni

Parents of potential students

School staff

Board of Directors

Jewish community leaders

Synagogue leaders

who else?

Who do you lead? Who do you want to lead?

Who uses social media?

What social media do they use?

What do adults do online?

What teens do with social media?

What do people do with content?

Who blogs?

Who comments on blogs?

Who tweets?

Who’s on Facebook?

How do people share information online?

http://tellafriend.socialtwist.com/sharing-trends-2010



What networks do people use to share information?





What do youhave to say?

What are you saying already?

From the survey:

“I write a weekly email to my community and I sense that it would not take much to promote these ideas more widely using social media.I have a sense that I am already writing and speaking about a vision of Jewish education and that Social Media could help both me and my school to be thought leaders in this field more.”


What toolswill you use?

Organizational Website

Part 5. Religiously-oriented Internet use among different religious and spiritual profiles

our categories of religion and spirituality and across all levels of Internet use. We did see

some differences in the appeal of these practices among differing religious affiliations,

but the differences were slight.

Denominations show some differences in online seeking activities.

Protestants are more likely than Catholics to seek out religion news, express their

religious or spiritual beliefs personally, or engage in practices related to institutions of

religion, and Evangelical Protestants were particularly likely to do these things. Sixty

percent of Protestants and 69% of Evangelicals engage in the more personal behaviors,

while fewer Catholics report doing so. Jews are more interested in religion news than

Protestants in general, but Evangelicals show the highest level of interest in religion news

among Protestants.

Religious Identification and Internet Activities

E vangelicals and other P rotestants are the most involved in the personally-oriented online activities

Those who get

religion news online

Those who use the Internet for personal religious and spiritual

purposes

Those who use the Internet for

institutional religious and spiritual reasons

Protestant !"#$ %&#$ '(#$

Catholic !)$ "($ !'$

Jewish !*$ "'$ "'$

Other )*$ ""$ !+$

None ))$ ),$ ()$

Evangelical '($ %,$ ',$

Source: Pew Internet & American Life Project Nov. 18- Dec. 14, 2003 survey. N=1,358 Internet users. Margin of error is

±3%

Faith profiles make a difference in spiritually-related Internet use.

What about the persons who self-identified as “spiritual but not religious?” Are they

more likely than others to engage in the more personally-oriented faith behaviors online?

Clearly, the spiritual but not religious online “seekers” are more likely to employ the

Internet for personal religious or spiritual behaviors than to go online for either news or

for reasons related to religious institutions. Yet what is particularly interesting is that

when we compare this group with those who consider themselves both spiritual and

religious, those who are both spiritual and religious are more likely by 15 percentage

points to engage in personal religious/spiritual behaviors.

Faith Online - 13 - Pew Internet & American Life Project

Email is still the most important social network

Facebook

• Students, Alumni, Parents

✴ Movement, Operations

• Post website content, incentivize sharing, highlight social elements

• Facilitate and highlight “Likers’” content

• Link back to website

• ALWAYS use Pages, never Groups or Personal Pages for your organization

• Integrate Facebook into organizational website and emails

Twitter

• Alumni, Parents, Board, Community, Staff?

✴ Thought, Operations

• Post links to content - yours and others’

• Measure clicks, worry less about sharing

• Test approaches - personal versus “press”

YouTube

• Students, Alumni, Parents, Other Organizations

✴ Movement, Thought

• Post as much as you can, with consent

• Assess risks realistically and openly

• Focus on content that is specific to your leadership goals

• Use to supplement text in emails, website

All the other stuff out there...

• Foursquare

• Diaspora

• MySpace (yes, there’s still MySpace)

• what’s next on the horizon...


How will youmeasure success?

Great Leader + Great Social Media = ?

Return to the first critical question: movement, thought, operations? Then, fill in the blank:

I’ll know I’ve successfully used social media in my role as a [movement/thought/operational] leader, if _______

My staff more uniformly communicates our mission

The conversation about Jewish eduction in my Jewish community more consistently reflects my school’s vision

Students and alumni will feel a deeper connection to the school

Jewish parents in my community are more likely to consider Jewish day school as an option

Jewish parents in my community understand the intellectual rationale for Jewish day school.

Input Output

I develop content and people:

read it

share it

discuss it

I share content and people:

read it

share it

discuss it

Lies, Damn Lies, and Statistics

• Metrics for reading, sharing, discussing

• Measurements that are proxies for movement & thought

• Red flags on risks

• What else can you measure?


What are the risks?

Muddied Relationships

From the survey:

“I have avoided face book because I am not sure I want to enter the social media world in which my students reside...”

Security

From the survey:

“I'd really like to understand how we can make social networking work in Jewish education given the fact that certain security needs (especially associated with posting pictures/videos of children online) restrict our ability to promote our school.”

Content

From the survey:

“... how to develop a Terms of Use that could be posted on any social networking page associated with the school. We can't control everything that is posted, but it removes some of the liability if we post terms that cover all of the things we potentially wouldn't want to have there.”

Capacity

From the survey:

“I am not sure I have the time to maintain it and I worry that a presence not well updated is worse than no presence at all. I would also like to know how much of my social media presence could be managed by others. I sense that Social Media works for people who are gadget people or who have the urgency addiction, but I am not one of those people. So I wonder how and whether it would really work for me.”

Open Discussion

Keep in TouchShayna Englin

[email protected]: sbenglin, englinconsult

202.258.3375Dave Weinberg

[email protected]: weinberg81

240.678.6863







peje assembly 2010 - using social media to lead

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