Facebook, Twitter and Blogging

Case Studies in Community Building

Presented by Lisa Colton

lisa@darimonline.org • 434.977.1170

@DarimOnline • facebook.com/DarimOnline

http://slidesha.re/darim-jprostl-comm

COMMUNICATIONS REVOLUTION

COMMUNICATIONS REVOLUTION

Characteristics of Social Media

• Participatory: It blurs the line between producer and consumer, media and

audience.

• Open and Democratic: It encourages voting, comments and the sharing of

information. For this reason it is seen as authentic and trustworthy.

• Conversational: Two (or more) way conversation rather than one-directional

broadcast. Is personal, specific, and engaging.

• Communal: Supports formation, growth & strength of communities around a

particular shared interest.

• Connected: Thrives on being connected, rather than being territorial and

proprietary.

A Tool Can Be A Game Changer

Traditional Media

Brand in control

One way / Deliver msg

Transmit information

Focused on the information

Teaching

Org creates content

Social Media

Audience in control

Two way / Conversation

Facilitate learning

Focused on the learners

Influencing, Involving

Co-created content

How are you adapting?

In a 1986 study, McMillan andChavis identify four elements of "sense of community”:

1) Membership2) Influence3) Integration and

fulfillment of needs4) Shared emotional connection

Based on Real Human Experience

How do you cultivate and support these?

What is Core and what is Periphery?

• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008

• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw

• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED

Ambient Awareness

What Is Community?

Key attributes of community? When do you feel it?

Flickr user: Na-pix Flickr user: amazon-cares

What Is Community

Your goals

Their goals

Communal

The collective value of all social networks

(who you know) and the inclinations that

arise from these networks to do things for

each other (norms of reciprocity).

- Robert Putnam

Social Capital Is…

Thinking about your P.O.S.T.

craft a stellar Facebook update.

Noticethe

Action

Promote Community

Shared Goals + Listening

http://dashboard.imamuseum.org

Transparency Buys Trust

Know Your Community, and Be A Step Ahead:Anticipate The Shifting Market & Be Nimble

P.O.S.T.

P: PEOPLE

O: OBJECTIVES

S: STRATEGY

T: TECHNOLOGY

Groundswell,

by Charlene Li and

Josh Bernoff

Know Your Audience

Conversationalists:

56% female

70% 30+ yrs old

Fastest growing Facebook

demographic:

45-65 yr old women

John Fitch’s Steam Engine

John Fitch’s Steam Engine

The Networked Nonprofit

Join the online book club to

discuss The Networked

Nonprofit:

http://on.fb.me/netnonbookclub

WANT MORE?

• Darim’s Covenant Foundation supported “Social Media Boot Camp for Jewish Educators”!

• Express interest here:http://bit.ly/darimedinfo

Applications available this spring.

IT’S NOT ABOUT TECHNOLOGY