Farra Trompeter @farra * farra@bigducknyc.com

How Federations Can Use Social Media

to Build Relationships IFEI: Jewish Federations of North America

March 15, 2011

www.bigducknyc.com

What is social media?

It’s about reaching and connecting people

traditional media social media

Encyclopedia Brittanica Wikipedia

New York Times TechCrunch

Print newsletter eNewsletter, Twitter, Facebook

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Why should we use social media?

Maybe you shouldn’t…

Social media is not… •  Free •  An opportunity to control your message •  An opportunity to tell everyone what you think •  Inherently appealing and cool to millenials •  An alternative to clear messaging/mission •  A silver bullet to raise millions of $

Social media is… •  Pretty low cost •  Growing by leaps and bounds, nationally and

internationally •  An opportunity for conversation •  A great way to reach certain audiences •  A complement to the messages you’re sharing

through other channels

That said…

How do people participate?

http://forrester.typepad.com/groundswell/2010/09/social-growth-takes-a-breather.html

Source: http://www.brandeis.edu/hbi/614/

•  Engaging young Jews/next gen in conversation –  What’s your #ish?

•  Sparking giving –  Emergency relief fund

•  Celebrate communities and raise awareness –  Jewish Community Hero Awards

•  Providing tools to share information –  Texting, emails, blogs, Twitter, Facebook, etc.

•  Covering events –  #NOLAGA, TribeFest

Ways Federations use social media

Great! So now what do I do?

Start by listening

© robertcarlsen

Listening Online

Set up Google alerts, Technorati search, Twitter search, etc. http://socialmedia-listening.wikispaces.com/Tools

• Your name and people connected to your organization • Your institution’s name • Program or event names • Peer/competitor names and program/event names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings

Source: Beth’s Blog, Beth Kanter

Dive in and learn the lingo

http://www.greenlightsearch.com/knowledge/white-papers/social-media-jargon.aspx

Find out where your people are online

Jeffrey Beall

Send a survey or questionnaire

Select the right tools

© BoomeraATV

Consider the resources you have available

Photograph: Peter Dazeley/Getty Images

http://blog.jumpstartinc.org/index.php/archives/420

Create a social media policy

•  Scan sample policies from other orgs •  http://socialmediagovernance.com/policies.php

•  Agree on contents •  Write them in a way that addresses concerns,

but feels friendly and easy to follow •  Try http://socialmedia.policytool.net/

•  Rollout through staff trainings/meetings •  Update 2x/year

http://ejewishphilanthropy.com/developing-a-social-media-policy/

•  Social media ≈ conversation

•  Social media usage is growing •  Look before you tweet! Listen and plan

before diving in

•  Choose the tools that are right for you, and be flexible and open

In sum…

1.  I am the Web. “Thy God?” No, but don’t ignore my power.

2.  Web mensches shall have other laws aside from mine.

3.  Don’t hate the slacktivists. It’s all right to click in vain.

4.  Remember the Sabbath, keep it holy—and unplug.

5.  Honor your bubbe and zayde (even if they’re technophobes).

Or even better…

http://www.jewishjournal.com/cover_story/article/the_ten_commandments_of_social_networking_20100928/

6.  Don’t cyberbully.

7.  Don’t update your Facebook status on your honeymoon.

8.  Don’t steal content; share.

9.  Poster, beware: I bear witness to everything, forever.

10. Your disconnected neighbor covets your Wi-Fi; if you can spare the bandwidth, leave your network open.

Or even better…

http://www.jewishjournal.com/cover_story/article/the_ten_commandments_of_social_networking_20100928/

Resources

Resources • Big Duck http://www.bigducknyc.com • NTEN: We Are Media http://www.wearemedia.org • Social Technographics http://blogs.forrester.com/groundswell/ • Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php • Nonprofit Social Media Benchmark Study http://www.e-benchmarksstudy.com/socialmedia/ • JewPoint0 http://jewpoint0.org/

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farra@bigducknyc.com

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Thanks!

© Jeremy Crow

Want a copy of these slides? http://slideshare.net/farra

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