Lisa Colton's presentation to JEA 2011 in Phili.

1. The Foundations of Social Media:
Facebook, Twitter and Social Media’s
Implications for Jewish Educators
Presented by Lisa Colton,
Founder & President Darim Online
Lisa@darimonline.org
434.977.1170

2. COMMUNICATIONS REVOLUTION

3. COMMUNICATIONS REVOLUTION

4. Ambient Awareness
• 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

5. 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.

6. 6 New Rules of the Game
Attention Economy
Listen & Be Conversational
Add Value
Be Real
Prepare for Constant Change

7. #1 THIS IS AN ATTENTION ECONOMY

8. #2
Listen
And…
Temple Israel, Memphis Facebook Page

9. … Be Conversational
Temple Israel, Memphis Facebook Page

10. #3:
ADD
VALUE

11. Social Content is Social Capital
• Social Capital is the value of
the connections between
and among social networks
for increasing productivity,
spreading information, and
locating desired resources.
• Content should be
newsworthy, unique,
controversial, timely
immediately useful and/or
funny.
• 1:12 or 1:20 ratio

12. Unofficial Outposts
Find places where
your target
audience goes.
Participate in the
conversation. Add
value, educate,
include links.
Use your “listening”
to identify these
places.

13. Your Unique Value

14. #4: BE REAL

15. Voice: Sixth & I Synagogue in DC

16. Make it Personal

17. #5: Prepare for Constant Change:
Anticipate The Shifting Market & Be Nimble

18. How is parenting and family life
changing?
How does this impact your business
and “product” delivery?
How are you positioned to keep up?

19. Real Life Example

20. John Fitch’s Steam Engine

21. John Fitch’s Steam Engine

22. Source: Flickr user JYRO

23. Source: Flickr user Rick Neves

24. Source: Flickr user divemasterking2000

25. FINAL THOUGHTS
• Stay nimble - Change will continue
• Know what you want to measure
and how you’ll know if you’re
successful
• Think about staffing and guidelines
• Address your whole culture, not just
marketing & communications.

27. IT’S NOT ABOUT TECHNOLOGY