COMMUNITY BUILDING AND TECHNOLOGY

5 THINGS YOU NEED TO KNOW

WHAT IS SOCIAL MEDIA?

WHY SHOULD YOU CARE?

WHY SHOULD YOU USE SOCIAL MEDIA?

THE TOOLS

THE STRATEGY

Parents of today – Gen X

Parents of tomorrow – Gen Y/Millenials

Organizations/Congregations

What are we trying to accomplish?

According to a recently released Pew Research Center report, 79% of millennials (Gen Y) say there is a major difference in the point of view of younger and older people today…But it is in their use of technology that millennials see the greatest difference, starting perhaps with the fact that 83% of them sleep with their cell phones. Change now comes so strong and fast that it pulls apart even those who wish to hang together--and the future belongs to the strong of thumb. Read more: http://www.time.com/time/magazine/article/0,9171,1971433,00.html#ixzz1HFyxH7eW

But we miss the point, warns social historian Neil Howe, if we weigh only how technology shapes a generation and not the other way around. The millennials were raised in a cocoon, their anxious parents afraid to let them go out in the park to play. So should we be surprised that they learned to leverage technology to build community, tweeting and texting and friending while their elders were still dialing long-distance? They are the most likely of any generation to think technology unites people rather than isolates them, that it is primarily a means of connection, not competition. Read more: http://www.time.com/time/magazine/article/0,9171,1971433,00.html#ixzz1HG5OTgVB

They are the first generation in human history who regard behaviors like tweeting and texting, along with websites like Facebook, YouTube, Google and Wikipedia, not as astonishing innovations of the digital era, but as everyday parts of their social lives and their search for understanding.

They are the least religiously observant youths since survey research began charting religious behavior. They are more inclined toward trust in institutions than were either of their two predecessor generations -- Gen Xers (who are now ages 30 to 45) and Baby Boomers (now ages 46 to 64) when they were coming of age.

What types of communication are you having with your families? (in terms of content and format)

What types of communication would you like to be having?

Use of technology with pre-schoolers

The American Academy of Pediatrics continues to recommend that children age 2 and under have no screen time at all and older children be exposed to no more than one or two hours of screen time per day.

TO LEVERAGE SOCIAL MEDIA AND NEW TECHNOLOGIES TO

STRENGTHEN COMMUNITY AND ENHANCE JEWISH EDUCATION.

IN ESSENCE, TO CARRY OUT THE

MISSION OF YOUR SCHOOL OR CENTER

Hours per day of media use by age group: ◦ Baby Boomers (born 1946-1964) – 6

◦ Gen X (born 1965-1979) – 15

◦ Net Generation (born 1980-1989) – 21

◦ Older Teens (ages 16-18) – 20

◦ Young Teens (ages 13-15) – 16

◦ Tweens (ages 9-12) – 9

◦ Children (ages 4-8) – 5.5

Elementary School-Aged Children

Teens

College Students

Graduate Students

US sales of smartphones grew from 67 million to 97.9 million in 2011, and become the highest-selling consumer electronic device category

53% of US mobile phone users have a smartphone.

Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012

1. IF THE FOR-PROFIT WORLD CAN DO THIS STUFF, SO CAN WE!

2. COST OF THESE IDEAS… $0

3. NEED TO LOOK AT YOUR ORGANIZATION AS A BUSINESS (Awareness, Connection, Market Research, Involvement, Attendance, etc)

4. YOU NEED TO DETERMINE HOW YOU WILL USE THESE TOOLS (What’s your objective?)

5. YOU MUST CREATE A SPECIFIC STRATEGY

REAL PEOPLE HAVING CONVERSATIONS ONLINE

Blogs, Online Chat, RSS, Widgets, Social Networks, Social

Bookmarks, Message Boards, Podcasts, Video Sharing Sites,

Photo Sharing Sites, Virtual Worlds, Wiki’s and Many More!!

IT’S NOT A FAD The New Communication Model:

IS – transparent, inclusive, authentic, vibrant and consumer-driven

IS NOT – controlled, organized, exclusive, product-driven, “on message”

“TECHNOLOGY IS ALL ABOUT ENGAGEMENT”

Larry D. Rosen

The iGeneration is used to it being open 24/7

National Technology Goals

Use technology to help raise the percentage of young people with two- or four-year college degrees from 39 percent to 60 percent by 2020.

Provide "broadband everywhere" to serve learners inside and outside schools.

Put a computing device in the hands of every student.

Make connectedness the hallmark of effective teaching.

Create an online learning registry of content developed by federal government agencies.

Fund the research and development of open-source educational resources.

Fund research about how online communities of practice can improve teaching and learning.

Create a national initiative that defines productivity in education and establishes metrics for measuring it.

Source: Office of Educational Technology, U.S. Department of Education. (2010). Transforming American Education: Powered by Technology. Retrieved from www.ed.gov/sites/default/files/NETP-2010-final-report.pdf

PEOPLE ARE TALKING ABOUT YOUR ORGANIZATION RIGHT NOW ◦ “headed to ________meeting”

◦ “just heard an awesome speaker at _______ event”

SOCIAL MEDIA IS GOING TO BECOME MORE PERVASIVE AND BECOME A CRITICAL FACTOR IN THE SUCCESS OF ANY ORGANIZATION ◦ Millennials spend 16+ hours/week online and

90% have SM accounts with an average of 53 friends

VISIBILITY

CREDIBILITY

PROFITABILITY (in our language

“membership”)

By Rabbi Daniel Medwin

By Rabbi Daniel Medwin

WHERE SHOULD WE FOCUS??

BE GENUINE, REAL AND OPEN WHILE BEING STRATEGIC AND UNDERSTANDING SOCIAL MEDIA

BE UNIQUE

PEOPLE WANT “PEOPLE JUST LIKE THEM”

DON’T DO IT ALL ALONE

TELL YOUR STORY EVERYWHERE (ABOUT & PICTURE)

PRAISE EVERYONE AROUND YOU

EARLIER THE BETTER – RESERVE YOUR USERNAME

SPEAKING “CUSTOMER TALK” USING THE RIGHT KEYWORDS FOR SEO

PURPOSES BUILDING TRUST ◦ ORIGINAL DESIGN ◦ LONGEVITY ◦ # OF COMMENTS ◦ # OF LINKS ◦ DOMAIN - .INFO, .BIZ, ETC ARE BAD ◦ SUPERB SOCIAL MEDIA ACCOUNTS ◦ ABOUT PAGE WITH PICTURES OF REAL PEOPLE

Your parents “friend” you on Facebook?

Your school wants to keep parents updated a few times a day for those who are really interested. What do you think is the best format for this? Do you think this is a good idea?

Your school has an active private Facebook group it is only for current parents. You want to start a fan page to help with marketing and recruitment. How do you go about doing this?

Your parents “Google” a teacher and find disparaging remarks on her Twitter feed regarding her job. They alert you to this…what do you do?

Your parents “google” you and look at your LinkedIn page and your Facebook profile. What do you do to protect yourself?

“IF PEOPLE GOOGLE YOU AND CAN’T FIND YOU, THEN YOU DON’T EXIST”

LINK TO EVERYONE AND HAVE THEM LINK TO YOU

KEYWORD RESEARCH – IMPORTANCE OF CHOOSING THE RIGHT WORDS

CREATE AN ACCOUNT GROUPS VS FAN PAGES IMPORT ALL CONTACTS (.CSV FILE) CREATE A FAN PAGE FOR YOUR

ORGANIZATION HAVE EVERY MEMBER JOIN THE FAN PAGE HAVE EVERY MEMBER INVITE ALL OF THEIR

FRIENDS TO JOIN YOUR FAN PAGE LINK YOUR BLOG POSTS TO YOUR FAN PAGE

USING NOTES APPLICATION

ADD A “BADGE” TO YOUR EMAIL SIGNATURE

ADD VIDEOS TO YOUR FAN PAGE

CREATE AN EVENT FOR ALL EVENTS, SEND THIS TO ALL FANS AND HAVE ALL MEMBERS SEND TO THEIR FRIENDS

KEEP THINGS CLEAN

ADD THE RIGHT APPS TO YOUR FAN PAGE

DESIGN A CATCHY SIDEBAR

TAG PEOPLE USING THE “@” SIGN

LOOK IN TO FACEBOOK ADVERTISEMENTS – CAN BE A GREAT TOOL! ◦ HOW THEY WORK

◦ WHY TO USE THEM

◦ HOW TO DO THEM

CREATE AN ACCOUNT HAVE A POWERFUL BIO (160 CHARACTERS) SCAN THROUGH CONTACTS TO ADD PEOPLE FOLLOW EVERYONE THAT FOLLOWS YOU LINK TO YOUR WEBSITE/FAN PAGE WHY IS TWITTER GREAT? ◦ CONVERSATIONS MADE EASY ◦ SIMPLE AND MOBILE ◦ NO RIGHT WAY TO USE IT

PACK YOUR MESSAGE WITH CONTENT (140!)

ADD A BADGE TO YOUR EMAIL SIGNATURE

FOLLOW OTHER ORGANIZATIONS LIKE YOURS (TWELLOW.COM)

LINK YOUR BLOG SO THAT THEY AUTOMATICALLY GET POSTED

SHARE INTERESTING CONTENT (“RE-TWEETING”)

DON’T USE THE NORMAL TEMPLATE, DOWNLOAD A FREE DESIGN

ALWAYS RESPOND TO ANYONE WHO TWEETS YOU IN A TIMELY MANOR

UTILIZE SEARCH.TWITTER.COM

TAG PEOPLE USING THE “@” SIGN

HAVE YOUR PROFILE MATCH YOUR BRAND

CREATE AN ACCOUNT

CREATE A CHANNEL FOR YOUR ORGANIZATION

INVITE YOUR CONTACTS TO JOIN THE CHANNEL

UPLOAD VIDEOS FROM EVENTS (GET A FLIP!)

HAVE THESE VIDEOS AUTOMATICALLY POST TO YOUR FACEBOOK FAN PAGE, BLOG, WEBSITE

FILM 90 SECOND VIDEOS

CREATE A FREE BLOG ON WORDPRESS, BLOGGER OR OTHER BLOGGING SITE

PICK A PROFESSIONAL LOOKING TEMPLATE HAVE ALL ENTRIES POST ON OTHER SM

SITES CREATE VALUE AND CONTENT FOR READER TOPIC IDEAS: OFFER EXPERTISE, PROMOTE

UPCOMING EVENTS, PROFILE LEADERS, REVIEW EVENTS, LINKTO INTERESTING ARTICLES, NOTES FROM MEETINGS, TALK ABOUT OTHER ORGANIZATIONS, MANY OTHERS!

GET FACEBOOK CONNECT – ALLOWS OTHERS TO EASILY POST YOUR CONTENT ON FACEBOOK

HAVE MEMBERS POST ENTRIES

HAVE “GUEST BLOGGERS” – EASY WAY TO ADD A TON OF CONTENT WITHOUT ANY ADDITIONAL WORK

Poll: What other social media tools do you use...

Wordle - http://www.wordle.net/create VoiceThread WikiSpaces Prezi Wufoo Delicious Tumbler Nutshell Mail Constant Contact/Mail Chimp QR Codes SlideShare Pinterest FourSquare Flickr/Picasa/Instagram Klout

Tumblr lets you effortlessly share anything.

Post text, photos, quotes, links, music, and videos from your browser, phone, desktop, email or wherever you happen to be. You can customize everything, from colors to your theme's HTML.

USING HOOTSUITE ◦ ADD ALL OF YOUR ACCOUNTS

◦ POSTING TO MULTIPLE ACCOUNTS

◦ SCHEDULING POSTS

◦ OTHER INFORMATION AVAILABLE

VIDEOS OF EVENTS

INTERESTING ARTICLES

PROMOTE UPCOMING EVENTS

WHY JOIN?

INTERACTIVE QUESTIONS

HISTORY OF YOUR ORGANIZATION

SPOTLIGHT OTHER ORGANIZATIONS

SHARE YOUR MISSION, VISION AND STANDARDS

TALK ABOUT CHARITY YOU SUPPORT MEMBER OF THE WEEK NOTES FROM MEETINGS RECAP EVENTS SPOTLIGHT A PROFESSIONAL TALK ABOUT SUCCESSFUL STUDENTS POST INTERNSHIP/CAREER OPPORTUNITIES SHARE YOUR MISSION/VISION POST YOUR RECRUITMENT GOALS

POST SERMONS WITH FEEDBACK AREA FOR DISCUSSION

DESCRIBE YOUR IDEAL MEMBER AND ASK FOR REFERRALS

PULL INFORMATION FROM NATIONAL WEBSITE

MON – WEEKLY SCHOOL NEWS

TUE – BENEFITS OF MEMBERSHIP

WED – FAMILY OR CLASS OF THE WEEK

THUR – UPCOMING EVENT PROMOTION

FRI – PROMOTE SHABBAT

SAT – SHARE INTERESTING NEWS/ARTICLE

SUN – FACT ABOUT YOUR ORGANIZATION

* MAKE IT MANAGEABLE, EFFECTIVE AND ALIGNING WITH YOUR MISSION AS AN ORGANIZATION

http://www.facebook.com/JewishAgency

www.twitter.com/jewishagency

www.bryfy.net

http://www.facebook.com/urjgfc

http://nfty.rjblog.org/

http://www.facebook.com/larftyfan

http://twitter.com/RabbiGurevitz

http://twitter.com/jewishgps

http://makom.haaretz.com/

http://blog.rabbijason.com/

http://www.facebook.com/PosJewLiv

ORGANIZE YOUR DAY BY WHEN YOU WILL DO SM ACTIVITIES

USE TOOLS TO HELP YOU ◦ CATEGORIZE FRIENDS IN FACEBOOK

◦ CREATE LISTS IN TWITTER

◦ USE NUTSHELL MAIL

◦ BOOKMARKS AND READERS

Social media tools allow for greater interactions between school principals and their stakeholders. ◦ Two way conversations ◦ Multiple channels ◦ Post simultaneously

Social media tools provide stronger connections to local stakeholders, to fellow educators, and to the world. ◦ Positive PR ◦ Learning from one another

Social media use can have a significant impact on a school principal’s personal and professional growth. ◦ Experts at the “click of a button.” ◦ Most influential people you have never met!

From Social Media and Two-Way Communication, April 20, 201, By sblankenship

RABBI MELISSA ZALKIN STOLLMAN

MSTOLLMAN@HUC.EDU @MZS FACEBOOK.COM/MZSTOLLMAN Thank you to Tom Healy from Campuspeak and Lisa Colton from Darim

Online for many of these resources.