Social Media for · Social Media for Congregations A Presentation for the Women Cantor's Network...
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Social Media for Congregations A Presentation for the Women Cantor's Network Conference Temple Beth Emeth, Ann Arbor June 18, 2013 Christine Modey, Sweetland Center for Writing, University of Michigan Introductions: Who are you? ● Region: Northeast, Midwest, Great Plains, South, West Coast? ● Movements: Conservative, Reform, Havorah, other? ● Social networks ○ Facebook ○ Twitter ○ LinkedIn ○ Pinterest ○ Instagram Introductions: Who am I? Writing teacher at University of Michigan ○ First-year writing ○ Seminar in Peer Tutoring ○ New Media for Nonprofits ○ One-to-one writing consultations Member of St. Clare of Assisi Episcopal Church ○ Senior warden ○ Website/social media redesign Implications Writing teacher: rhetorical emphasis using the available means of persuasion to move an audience to understanding or action Member of St. Clare of Assisi Episcopal Church in the trenches, trying to figure out social media without burning out Why do congregations need social media? to be where our congregants are to build our community to share our stories to be a force for peace and reconciliation Congregations need to rethink the old models whereby members feel they are cogs in an institutional system. We need a new model--of community rooted in conversation--to nourish the feeling of "matterness." Allison Fine Social Media Guru & President, Temple Beth Abraham
Transcript of Social Media for · Social Media for Congregations A Presentation for the Women Cantor's Network...
Social Media for Congregations
A Presentation for theWomen Cantor's Network Conference
Temple Beth Emeth, Ann ArborJune 18, 2013
Christine Modey, Sweetland Center for Writing, University of Michigan
Introductions: Who are you?
● Region: Northeast, Midwest, Great Plains, South, West Coast?
● Movements: Conservative, Reform, Havorah, other?
● Social networks○ Facebook○ Twitter○ LinkedIn○ Pinterest○ Instagram
Introductions: Who am I?
Writing teacher at University of Michigan○ First-year writing○ Seminar in Peer Tutoring○ New Media for Nonprofits○ One-to-one writing consultations
Member of St. Clare of Assisi Episcopal Church○ Senior warden○ Website/social media redesign
ImplicationsWriting teacher: rhetorical emphasis
using the available means of persuasion to move an audience to understanding or action
Member of St. Clare of Assisi Episcopal Church
in the trenches, trying to figure out social media without burning out
Why do congregations need social media?
to be where our congregants are
to build our community
to share our stories
to be a force for peace and reconciliation
Congregations need to rethink the old models whereby members feel
they are cogs in an institutional system. We need a new model--of
community rooted in conversation--to nourish the
feeling of "matterness."Allison Fine
Social Media Guru & President, Temple Beth Abraham
Why use social media?
Communication
Community
Commitment
Communication
● one way● push information● congregation to members
ex. website, e-newsletters, Twitter
Community
● multi-way● congregation with members, members
with members● build relationships
ex. Facebook, Pinterest, Instagram, blogs
Commitment
● online fundraising● managing and empowering volunteers
ex. electronic fundraising, volunteer sign-up sheets, webinars, sharing resource materials (Google tools)
Communication Websites
"The static web and its tools remain the most powerful for your
[congregation]."
Heather Mansfield, Social Media for Social Good
Communication: Websites
Identity & Mission
Audience, Audience, Audience
Write for the web
Keep navigation simple and intuitive
Use plenty of high quality images
Communication: Websites
Communication: Websites
Integration with social media
Donate Now
Search Engine Optimization
Accessibility
Communication: Websites SEO: Search Engine Optimization
Five (easy) things to improve SEO
1. Use keywords (in titles, URLs, etc.)2. Use descriptive text when creating links
Google SEO Guide
3. Update frequently4. Link to external sources5. Share your stuff (Facebook, Twitter, etc.)
Accessibility
Five (easy) things to improve accessibility
1. Describe and caption all photos2. Describe links so they make sense out of
context3. Provide captions for video and transcripts for
audio4. Make sure content is clearly written and
easy to use; use clear fonts, headings, lists5. Consider creating a mobile/responsive site
Community
Community: Facebook
Community: Facebook
● EVERYONE is on Facebook
● Listen, then talk● Create conversations● Make it shareable (link, photo, video)
Talking backward & forward
Community: Facebook
● Create a simple media policy● Develop your voice● Experiment with different types of content● Include links, photos, videos● Post no more than 1-2x/day● Encourage staff and volunteers to post on
your congregation page● Integrate into other online materials
● Have more than one administrator
Community: LinkedIn
● Network with other clergy and congregants● Make professional connections● Keep professional and personal life separate
● Fill out your profile to 100% completeness● Find groups that share your interests, join
them, and contribute to them● Give and get recommendations● Post authentic updates
Community: LinkedIn
Community: Pinterest
Curate and share visual materials
● write good descriptions for pins● add hashtags, to improve search results● space pinning throughout the day (evening is
best)● write SEO friendly board descriptions● collect photos, infographics, inspirational
quotations, etc. for later use
Community: Pinterest So, what's the big picture? Strategies: Big Picture
Match strategy to mission
Only do what you can do well & consistently
Be patient: it takes a while to build a community
Don't be afraid to experiment
Take time to reflect and evaluate
ROI: Return on Investment
● Define your measures of success● Connect measures to mission/goals● Be data-informed, not data-driven● Don't be afraid to failTools● Google Analytics● Facebook Insights● ROI Spreadsheet from Nonprofit Tech 2.0
Final Thoughts
"When an organization envisions itself as part of a network, just one node in a
larger network of people and institutions, all sorts of wonderful things
are possible." Allison Fine, "Reinventing the Synagogue"
