The Foundations of Social MediaPresented by Lisa Colton,

Founder & President Darim OnlineLisa@darimonline.org

434.977.1170

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.

Put Down the Bull Horn

It’s Not About Technology

Flickr user: mickeyd600

Old and New

Paradigms

Institution

Huge resources spent to coordinate & bring people into the institution

Institution acts as the coordinating infrastructure to support and empower the people

“Social media means ‘group action just got easier’” - Clay Shirky

Using Networks Smartly

Unaffiliated but stronglyconnected. Prospects!

Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement.

These are your80/20 people:Mavens and ConnectorsMore effective atExpanding ourReach than the “institution”.

Circle representscurrent “community”,the tight(er) innernetwork.

In general, the thicker the interior network,the stronger the community.

• 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

• Facebook strategy• Listening

carefully, capitalizing on opportunities

• Little time, great skill, prioritization

• Integrated with other marketing & communications

• Human and personal

Temple Sinai, Oakland, CA: Facebook

• Share what’s going on inside with interested parties outside

• Reinforce learning at home

• Demonstrate value beyond the obvious

• Embed video

Congregation Beth Israel: Preschool Blog

Sixth and I Synagogue, DC: Twitter

Google Docs

•Transparency•Authenticity•Personal•Human•Trustworthy

Vocabulary

Attention

Attention Economy

Attention Economy

Kevin Kelly (Founder of Wired Magazine):

1. Immediacy - priority access, immediate delivery

2. Personalization - tailored just for you

3. Interpretation - support and guidance

4. Authenticity - how can you be sure it is the real thing?

5. Accessibility - wherever, whenever

6. Embodiment - books, live music

7. Patronage - "paying simply because it feels good", e.g. Radiohead

8. Findability - "When there are millions of books, millions of songs, millions of films, millions of applications, millions of everything requesting our attention — and most of it free — being found is valuable."

Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, & locating desired resources.

When you add value, you will receive value.

Examples to share?

Social Capital

• On one foot: Necessary but not sufficient• Still first point of contact for many• Home base for basic information• Portal to social media:

– List usernames/links/invitations on web site and other media

– Tease blog posts or other activity in e-newsletter– Keep community/social capital mindset– Well structured, user experience is everything– Make it easily accessible via mobile

Web Sites and e-Newsletters

• Tools & Skills• Org & community culture• Business strategy• Staffing & priorities• Understanding the

paradigm shift• Everyone’s business• What does the synagogue

of the 21st century look like?

• How do we get there?

It’s About Technology… AND MUCH MORE.