originally posted on JewPoint0
, Darim Online's blogAny “Sex and the City” fans out there? Me – guilty as charged. Skip down to the paragraph that begins with “in talking to” if you’d prefer to avoid the fabulousness that’s about to ensue…
The following clip does an especially great job of illustrating a point I’ve been thinking about a lot lately. (Be forewarned there is some naughty language sprinkled here and there.)
Carrie, the show’s witty protagonist, has just been broken up with by a depressingly lovable fellow writer, Berger. But she’s not so much upset about the break-up as she is bewildered at the medium through which the break-up message was conveyed: that most ubiquitous of office supplies, the Post-It. It’s clear to the stylish gaggle of ladies who lunch that the message and it’s delivery do not line up.
In talking to both individuals and groups about social media, many colleagues and I tend to stress that “it’s just a tool.” At the same time, we all know full well that social media is much more than that.
Here’s an analogy; let’s talk about food. Here in the U.S., eating is primarily done with forks and knives. Those are our tools and we don’t think too much about it. But what happens when those tools are traded out for a row of six different forks, or a pair of chopsticks, or a communal piece of flat bread? The cultural implications of the tools with which we eat are suddenly brought to the forefront.
Change the tool, and (to some extent) you change the culture. Or, similarly, to quote Marshall McLuhan, the medium is the message.
To touch briefly back on the aforementioned saga, Carrie later goes on a rant about how a break-up should ideally be handled. She stresses that the message of ending a relationship should be delivered in a way that honors what the two people had together. Essentially, the message and the medium should match.
I’m confident everyone reading this post has had moments like this – moments in which we’ve questioned what is appropriate to share (or find out) via Facebook, or over email, or in a text. The screenshot below illustrates a very mild example.
And it’s not only due to issues of public vs. private in these spaces, but something deeper. There’s something about posting certain messages on Twitter, for instance, that feels like the digital equivalent of breaking up on a Post-It. But these media are all developing so quickly, becoming so deeply ingrained into our lives and even onto our physical selves, that’s it’s often unclear how to draw these boundaries. Or whether it is a fool’s errand to try to do so.*
How can an organization keep up and be successful in this environment? I’ll give you my thoughts on this in a follow-up post. But now, I’d love to hear yours. Have you ever had a Post-It moment? What are your impressions of the relationship between the medium and the message? What are the implications for Jewish organizations in the connected age?
*To further complicate the matter, “social media” is not some monolithic beast. The term refers to a field, a loose configuration of platforms and spaces that allow for certain kinds of interaction. Each space has developed a culture of its own. There are behavioral and conversational norms that are perfectly acceptable in one space that would seem quite odd in another. For instance, sharing pictures of your breakfast has become fairly acceptable on Facebook; doing so in LinkedIn may not go over so well. (But now I’ve gone off about food again…)
Originally published on Darim Online's blog, JewPoint0
Photo Credit: j&tplaman
Trying to get your community or organization engaged in networking through social media, but running into roadblocks with colleagues who aren’t quite there yet? Instead of getting frustrated over what’s not working, what’s not growing, let’s refocus.
What’s already happening online? Where are seeds just taking root? Where are the fertile areas you can cultivate, and spread from there?
Taking time to tend your social networking garden can be hugely rewarding for everyone, and will help spread the message of the power of online social networking to even the most skeptical colleagues when they see what fruit it can bear!Social Networking Gardening Tips: Step 1:
Seek out the gardeners. Find out who among the people you work with is blogging, tweeting, active on Facebook or LinkedIn, etc., by doing basic searches in those networks and asking around. See which friends you have in common – you may be surprised and delighted at the connections you find! Step 2:
Watch their seeds and shoots. Subscribe to posts and friend these folks in whatever way you feel most comfortable (adjust your privacy settings as needed). Put them in lists you can easily come back to (Twitter
), subscribe to blog posts via RSS
, and bookmark whatever other sites might be relevant. Step 3:
Add sunshine, water, and fertilizer regularly. Schedule a regular time to focus just on networking with these groups. Try taking ten minutes, two days a week, to go through the friend lists and RSS feeds you created and comment, reply, and retweet. Share resources you think might add value to that person’s work and suggest people they may gain from being in touch with. For some cases, it may be best to send a personal email or make a phone call to deepen the connection.Step 4
: Bonus step!
Find the other gardens where your gardeners’ seeds have taken root. Uncover the conversations where your colleagues and their work are being talked about that they might not even know of! Set up a Google Reader
or Google Alerts
. Go to Google Blog Search
. Type in the names of the people and/or institutions you work with and see what comes up. If there are a few meaningful, relevant results in the search, subscribe to that search by scrolling to the bottom of the page and clicking the RSS link. Check in on that RSS feed every now and again and share with those people the (good) news you found about them. Some additional tips:
Be sure to subscribe to comment feeds on the blog posts you reply to so you can see where the conversation goes and easily follow up.
Use a consistent username
across platforms so that folks will begin to recognize your presence and personality. This will also make yourself more searchable in the future.
Put a pause between your fingertips and the keyboard – think about your voice, tone, and the value you’re adding to the conversation. Be consistent. If your organization has one, make sure to adhere to the guidelines of the social media policy
, and develop that document as needed based on your interactions.
Don’t neglect IRL (in real life) and other media. Networks need to flow within and among different platforms to be truly effective. Mentioning a Facebook post in a phone call, or a blog comment in a coffee date, then tying those conversations back to their original host platform can be a great way to weave people and ideas.
Serendipity happens! Being active in social media means you open up all kinds of potential for new connections – whether you plan on it or not. Have an open mind and welcome the unexpected!How have you found and cultivated the fertile areas in your organization? What resulted from these interactions?
Originally published in Darim Online's blog, JewPoint0
Facebook groups have changed a lot
in the past year or so, and they’re more powerful than ever. Here are some helpful hints to make your Facebook group a truly vibrant platform:Maximizing group features for networking and engagement:Tagging individuals in posts.
This is an excellent means of publicly introducing two (or more) folks within your group. Include bragging rights – what makes these members unique? Give them a question to explore together, and encourage the dialogue. This means you have to know your group – who they are, what they’re up to, what they need, etc. Think:
The power of pictures.
- How can I encourage others to use the group in the same way, not just as a means for marketing/broadcasting information?
- How do I go from network weaver to empowering others to weave one another?
Facebook is a “picture economy”
(whereas Twitter is a “link economy”
); pics are the most engaged content, the most in-demand. Pictures are great conversation starters. Tagging folks in pictures and asking them to tag themselves
also increases engagement, puts a face to a name, and humanizes the process by bridging online and on-land worlds.Questions and polling
. Thoughtful, simple, directed questions can be a powerful engagement mechanism. Think about allowing others to add their own options to the poll – when is it appropriate, and when is it unnecessary or confusing. Expect to get answers both in the poll itself and in the comments, and run with both!Group chat.
Facebook groups mostly function asynchronously, but a synchronous activity now and again can really rally the troops. (Note: this feature does not function with groups of 250 members or more.
) Consider the following:
- What are the deeper conversations your group seems inclined to have?
- Can you assign someone to host that conversation and empower them to lead the charge?
Docs are like super-simple wikis, and probably the most truly collaborative aspect of a Facebook group. Because they are collaboratively editable, they are great for anything that requires a teasing out a group voice – agendas, statements or announcements, etc.
- Docs live in a designated place within your group and are therefore not as subject to the news feed, which is more timely. Docs are great for posting information that you plan to come back to again and again.
- Conversations will naturally spring up in the comments section of your document. It’s important to manage the flow between what is being written in the doc and what’s happening in the comments.
Creating a group event for actual in-person meetings makes a lot of sense, but there are other ways the events feature can be used – general publicity, announcements, calls to action, booking a time for a group chat, etc.
Other big ideas:Have a goal for the group
- Events need not be restricted to members of the group. Use them when you want to introduce a broader audience to your group’s good work.
- Bear in mind – events can be great, but tend to get lost in the new Facebook layout. Timing is key. Be conscious of who you are reminding of the event and how often. Remember you can also post the event’s unique link to the group or your personal profile page.
- Finally, events, like docs, also have a comment stream attached. Monitor accordingly.
, or at least a project everyone can rally around. Give the group a sense of purpose.No one person “owns” a Facebook group.
It belongs equally to all the members and should be treated as such. (Think about using the Docs to build a group statement of values – decide as a community how you will use the group and treat one another while active in it.)It’s easier to post than to reply. Engagement takes investment.
Try setting aside a specific block of time every day or week to monitor and engage the group. Ask other members to do the same – spread the responsibility around and see what kind of ROE (return on engagement) you get.No medium exists in a vacuum.
Think about the relationships between what happens in the group, on Facebook in general, over email, on the phone, in person, at events, etc. To be truly effective, the online experience should be tied – topically, in culture, in voice, in attitude – to the experience(s) of the group in other spaces.
Groups don’t provide hard analytical data the way Pages do, so it’s up to you to gather both the qualitative and quantitative results.
How have you made Facebook Groups work for you? What are your success stories?
- Who’s posting most often? Who’s replying?
- What topics are folks posting about? What topics are getting the most feedback and engagement?
- What times of day are people posting?
- Are members typically sharing links, photos, videos, event invitations?
- What else can you learn about your members through their activity? What do they care about?
Originally posted in Darim Online's blog, JewPoint0Beth Kanter
and Allison Fine
accurately quip in “The Networked Nonprofit”
that “social media is a contact sport.” You can’t expect to succeed without getting your hands dirty.
As it happens, that’s just how the young nation of Israel agrees to learn the Torah - standing at Sinai, overwhelmed by the presence of the Divine, they collectively intone “na’aseh v’nishma” (Exodus 24:7 - what an appropriately enumerated verse). Loosely translated, “we will do, and (then) we will hear/understand.” Or, even more loosely translated, “first we will give this a try, then we’ll have some idea what it’s all about.” Israel agrees that the Torah is not an intellectual exercise, it is a lived experience. “Na’aseh v’nishma” is your social media call to action.
Knowing conceptually that it would be useful to connect with other people free of the constraints of time and space is an important step. But it can’t compare to, for instance, engaging your network on Facebook to help find the modern equivalent of “na’aseh v’nishma.”* Sensing that social media increases the likelihood of serendipity doesn’t hold a candle to finding your next job through Twitter
. Believing that social media is a key part of your communications strategy is very different from putting that belief into action.
But what about those who need to feel the ROI (or rather, ROE - return on engagement) before diving in? What about the “lo n’aaseh” (“we will not do”) folks?
On the one hand, there are those who will take on this challenge only because they “have to.” A friend recently told me about a colleague in her office who, upon taking the job, was cajoled into creating a Facebook account for the first time. The position involved working heavily with teens, and the person he was replacing realized as he was ending his tenure that he had missed out on opportunities for engagement by avoiding social media - “Facebook” was the advice he passed on to his successor. The new colleague is seeing early signs of success, meeting the teens in their own space, in their own language. Another friend had a similar experience:
On the other hand, there are those for whom working in social media may never feel like the right fit. It may move too frenetically, require too many technical proficiencies, feel too exposing or time consuming, or any number of things. At the same time, social media is becoming part of the vernacular of our culture. Even the most reluctant of us may have to reexamine our practice in light of new ways of working. This is a familiar story to some:
Ultimately, you can’t really “get” social media without saying “na’aseh v’nishma” and engaging it as a contact sport. Facing reluctance is tough - there are always reasons not to do anything! So if you’re working on a co-worker, easing them into working with and through social technologies, it would be useful to have the following things in mind:
- Have a plan and a goal. Pick one thing, something that requires little effort, but can reap big rewards. Choose an internal project to work on in a Facebook group instead of over email, or tweet out questions during conference calls to solicit input from your organization’s followers and fans instead of (or as part of) a newsletter. Talk about both how things change, and what that means for your work.
- Blend online and on-land experiences. Reference Facebook in phone calls, share a great question from an email conversation on LinkedIn, bring digital spaces into your in-person conversations. These online spaces are not something “other,” they are powerful connective tools that can weave worlds - and people - together.
- Once you get started, remember that these things take time. Look for the bright spots, the places where your colleague is having success (or learning to redefine success). Focus on those, and encourage growth from there.
With social media, as with so many things, the understanding is in the doing.
Admittedly, this is no easy task. Success in social media does take an investment of time, energy, thought...much like any meaningful human relationship. But this is how we learn. We do, and we do again. And then we understand.
What was your “na’aseh v’nishma” moment? When did the “doing” make all the difference? (Share your voice in the comments and one lucky commenter, chosen at random, will receive a free copy of the book “Switch”.)
*The modern equivalent of “na’aseh v’nishma” could arguably be found in cognitive psychology: “effort justification
.” It’s a fancy way of saying that when we work at something, when we dig in and invest ourselves, we understand it better and appreciate it more. Hat tip to Jay Schreiber and Rabbi Josh Yuter
for helping me out on that one.
Originally published on the Darim Online Blog, JewPoint0.
This year’s Social Media for Nonprofits
conference in New York wasn’t actually about social media.* It was about values and personality. Two ideas in particular stood out – uncomfortable transparency and practical optimism. Here’s how they came through…Uncomfortable Transparency:
fourth birthday, the young nonprofit celebrated by live-streaming an ambitious new drilling project…and failed.
When Paull Young
, charity:water’s Director of Digital Engagement, told this story at the conference, it was with genuine disappointment, but also gratitude. Charity:water’s followers and fans posted on Facebook comments like, “We appreciate your transparency,” and “I think this is perhaps even more important than sharing your successes.” Donations flooded in, and the next day charity:water got more hits on its website than ever before.
Young called this “uncomfortable transparency.” He urged us to be honest about our failures as well as our successes, and to “fail fast and learn.” Ultimately, he reminded us, people want to hear the truth. (Several months later, charity:water returned to the drill site, this time striking water.)Practical Optimism:
Seeing Alexis Ohanian
on stage showing a picture of a grinning kitten and declaring that this shot embodied his feelings about the Internet, the audience couldn’t help but be charmed. We were surprised and delighted by his joyfulness.
Ohanian, a co-founder of Reddit
, and other do-gooder projects with goofy titles and terminally cute mascots, is a firm believer in the “benevolent web.” At the beginning of his presentation, he asked for a show of hands, “How many of you believe that most people are fundamentally good?” The vast majority of attendees smiled, lifting their hands high. “If you believe that, then most of the people online are good, too…” He went on to talk about a Reddit community devoted exclusively to sending pizzas to one another, and a save-the-whales naming contest that resulted in both the cancellation of a whale-hunting expedition and a several ton sea creature being dubbed “Mr. Splashypants.”
Ohanian’s enthusiasm was contagious. I walked away from his presentation feeling like I did after seeing “Scott Pilgrim vs. The World” – really believing in the eventual triumph of love over hate, of light over darkness, and knowing that I could be a part of that. His optimism wasn’t blind hopefulness, either; it was authentic, even strategic. Essentially, he reminded me that you can’t work in the nonprofit world without believing that things can be better, and that people want to be
good, and do
good. That fundamental assumption, that practical optimism, should be reflected in the way we work online.There were many other outstanding presentations, and I encourage you to check out the hashtag (#sm4np) and Slideshare for some great resources.
*(Ok, you got me – #sm4np was
about social media, too. The conference provided a solid overview of some important themes in effective social media use: listening, storytelling, branding, analysis and reflection; all kinds of good stuff. Farra Trompeter
of Big Duck
, who also spoke at the conference, wrote an excellent overview of the complete line-up of sessions, which you can see here
. Gatherings like #sm4np provide excellent opportunities for getting introduced to new tools and concepts, as well as prime networking time. I highly encourage representatives from Jewish organizations to attend these events when possible, hear about what’s happening in social media and the nonprofit world, and share what they’ve learned!)Do the concepts of “uncomfortable transparency” and “practical optimism” resonate with you? Share your thoughts in the comments!
Originally posted on JewPoint0Consider the following tale:
Gloria works for a large and respected nonprofit organization. She tweets occasionally for the organization, but also has a personal account. One day, in an innocent slip of the fingers, she tweets about drinking at a party from her work account instead of her personal one. Not registering the error, she finishes her day as usual. June’s colleague suddenly starts fielding messages from the organization’s constituents about the, ahem, unexpected tweet. How should he react?Or perhaps this little story will capture your fancy:
Tom recently Googled his organization and found that there were several blogs discussing a project his team was implementing. He was pleasantly surprised to find such an enthusiastic group advocating on behalf of his organization, but the blog was hosting by an organization with explicit political leanings, and Tom’s organization is specifically non-partisan. Should Tom take advantage of building the organization’s network and strengthening relationships with individuals who could contribute a lot to their work, or should he steer clear of anything that could be interpreted as political? How should Tom respond?
Both June’s colleague and Tom could really use somewhere to turn for guidance.
The way many organizations are facing these and other questions is by developing a social media policy
(we recently blogged about the excellent policy developed by the Avi Chai Foundation here: “Avi Chai Foundation Gets Social”
). A social media policy is essentially a document that helps define how different groups associated with an organization should conduct themselves online. It is a valuable and powerful tool. A social media policy helps outline both expectations and possibilities for social media interactions. It acts as a go-to document for any questions or conflicts that may arise. A social media policy can provide a sense of security, knowing your team is approaching social media from the same set of assumptions. It can also, somewhat counter-intuitively, foster a sense of freedom in the use of social media – you can jump into the game with more confidence when you know the rules.
Perhaps even more valuable than the document itself is the process
of developing a social media policy. It encourages a big conversation, an honest discussion of the values and character of your organization and how they should be reflected online. As Beth Kanter explains on her blog
, “…if you want the policy to truly work, you need a process, especially if your organization is still grappling with fears and concerns.” The process can present an amazing opportunity for listening, sharing, and reflection among the people who make your good work possible.Darim
is here to help you have this conversation and implement your own social media policy. That way, Gloria’s accidental tweet (a true story which you can find out more about here
) and Tom’s political blog posts won’t seem so daunting – with the right approach, they can become opportunities for learning and increased connection with the people who care most about what you do.
To dig deeper into this topic and start the conversation, Darim is offering a webinar on social media policies (and because it’s our tenth anniversary, you’re welcome to join us for free). Here is all the information:Social Media Staffing and PoliciesTuesday, May 17, 1-2pmRegister here: http://bit.ly/lZTGph
And we want to hear from you! Does your organization have a social media policy? If so, what did you learn, or how did you grow through the process of creating your guidelines or policy?