A Social Media Policy for BJE: Builders of Jewish Education

BJE recognizes the importance of the internet in shaping public thinking about our organization and our current and potential services. We also recognize the importance of

our employees joining in and helping shape conversation and direction through interaction in social media. BJE is committed to supporting honest, transparent and knowledgeable dialogue on the internet through social media.

In the interest of creating a cohesive, intentional and effective BJE presence online, we

have developed the following guidelines, which are intended to serve as a social media policy for BJE. This policy is both a brit and a living document. A brit is a covenant, a binding agreement or a promise. It implies that certain concrete standards will be

respected. A living document is open to change, as technology is changing, culture is changing and BJE’s social media strategy is evolving. It means that we welcome your

input and are willing to revisit and update content when necessary. The first section of this policy, entitled Derech Eretz: Rules of the Road, comprises the

brit. The second section is a selection of quotations that come from Jewish texts, along with interpretations that we hope will influence and be reflected in our work with social

media on behalf of BJE. This section is called Makor: Source. It connotes both the place from which something comes and also a way to obtain it, in the sense that we “source information” to share through social media.

Derech Eretz: Rules of the Road

Before engaging in social media related dialogue on behalf of BJE, an internal

dialogue needs to take place with Debra or Phil regarding which platforms might reflect and convey the mission of unique BJE programs best. Value, relevance, strategy and community of engagement are all things to think about and discuss

before accounts are created or reactivated. By “community of engagement,” we are referring to the people, programs and agencies with whom we intend to communicate.

Once accounts are established, logins and passwords need to be shared with Debra,

and/or Debra/Phil need to be added as administrators on accounts.

Once accounts are established, consistency and quality of content generated/shared

and monitoring of feeds is essential. Monitoring refers to the process of checking back to see whether our posts have elicited comments, mentions, likes or shares and

to respond promptly. Sometimes a quick thanks is all that’s necessary; sometimes it’s about participating in an ongoing “conversation” or providing/correcting information;

potentially it’s about damage control in response to hacking or a complaint. If situations like these go unnoticed, there could be serious repercussions for BJE. Be present and responsive and you will gain credibility and value. The converse is also

true. Debra will monitor all feeds on a regular basis but the primary responsibility for this rests with the account holder. On a lighter note, look at it this way: “if you’re just

tinkering around the edges, you’re not engaging. You’ve just opened up the toy box

and set the toys out on the floor. You’re not playing with them. It’s no fun for you. And it’s no fun for your constituents. Intentional engagement is what makes social

media for nonprofits worth the effort.” Why Nonprofit Social Media is a Waste of Time by

Claire Axelrad; 9/4/12 (Windmill Networking)

BJE employees who staff our direct service programs in which children and teens participate: please do not invite or accept participants as “friends” on any social

networking site until they have graduated from high school. You may accept parents and alumni who have graduated from high school as friends if a personal relationship

has been established. Regarding facebook, we are working to create and limit our presence to program pages and groups instead of personal profiles. Constituents of any age are welcome to “like” our pages as they do not involve the sharing of

personal information.

As BJE is neutral with regard to political and denominational affiliation, staff engaged in BJE-related social media should not express or promote political or

religious opinions or participate in these dialogues online. We understand that shades of gray abound here, as BJE is a Jewish agency and we are an opinionated group! Nevertheless, be measured. If you are ever in doubt, ask before posting or

responding to posts.

Out of respect for our entire community, we will not engage in public BJE-related online activity on Shabbat or Jewish holidays. If you are not sure which days of

holidays are considered “sacred,” please ask!

Trust is an essential ingredient in the constructive culture we are trying to create at

BJE. With regard to your personal social media accounts, we hope that your professional standards, integrity and good judgment will guide your decisions about

what to post about BJE and the people who work here.

Should non-BJE employees (ie: principals, teachers, youth directors) be invited or

wish to become administrators on BJE-held accounts, they will receive a copy of this document first and participate in an initial conversation with Debra, Phil or a

delegated staff member. If it is determined that the account is to originate with a non-BJE employee, at least two BJE staff members must be added to the account as

administrators.

Makor: Source

יהיו לרצון אמרי פי הגיון לבי לפניך ה' צורי וגואלי… Let the words of

my mouth and the meditation of my heart, be acceptable in thy sight. (Psalm

19:15) Pay attention to both what you say and how you sound. Be informative and appropriate but be authentic to your own voice and way of expressing yourself.

Your words and tone should reflect the real relationships you have and are building with your community.

יהי כבוד חברך חביב עליך כשלך… Let the honor of others be as dear to

you as your own. (Pirke Avot 2:15) Like, share, comment, favorite, retweet, repin, repost; you get the picture. Some suggest honoring others 70% of the time and letting your honor be dear to you

30% of the time.

שותפים במעשה בראשית… We are partners in creating the world.

(Talmud, Shabbat 10a, 119b) Providing original content (that 30%) from our own source or from a source we

find online that has not yet (to our knowledge) appeared on a particular platform is important. We are not just conductors of information. We have something to

say and take responsibility for our part in moving the conversation forward. People who are really good at this are called “thought leaders.”

וראל תפרוש מן הצב … Do not separate yourself from the community.

(Pirke Avot 2:5)

Social media is a conversation that takes place online. Commit to the whole thing. Ask questions. Answer when invited to participate. If a challenging or negative post appears on your feed, respond rather than delete. See it as the opportunity it

is to demonstrate your consistent presence, sense of diplomacy and sensitivity. (If it’s really offensive however, tell us so we can strategize together.)

איזהו חכם? הלומד מכל אדם…Who is wise? He who learns from all

people. (Pirke Avot 4:1)

Social media collapses the hierarchy of people and sources we associate with valuable information. It can come from anyone, anywhere. Listen broadly. Hear

all angles. Consider sharing from across the board.

ונשמענעשה ! We will do and then we will understand. (Exodus 24:7)

Be thoughtful but be brave. Listen, engage and then jump in! Through social media, which evolves every day, we are approaching the world in a new way. We

will learn from experience, together.

Thanks to Darim Online’s Social Media Policy Workbook for Jewish Organizations and

the Click Responsibly Cyberbullying Brit created by the Board of Rabbis of Southern California, ADL, Jewish Federation of Greater Los Angeles and BJE, for their

inspiration.