Facebook101

standing together. moving forward.

Lisa ColtonFounder and President

Darim [email protected]

434.977.1170

101An Introduction to Social Networking and Facebook

INTERNET STRATEGIES FOR JEWISH ORGANIZATIONS AND THEIR COMMUNITIES

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Survey Results

• 44% of you use Facebook frequently, personally.

• 33% of your organizations have a Facebook group.

• 30% of you created a professional Facebook presence, but don’t use it.

• 24% of you have not ventured into Facebook professionally at all.


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Social Networking

This is all about seeing eachother as real people.Increasing transparency, connection, and knowledge about each other.

What’s something useful or important you’ve learned about a friend on on Facebook?

Photo credit: KarenSJilly, Flickr


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Technology is a Tool

• Just like anything else, a tool is only as good as that ways in which you use it.

• Today, what is the tool?• Next 2 sessions in

March and April focusing on goal oriented uses of this tool for your organization.


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Communication Revolution

Social Media is fundamentally changing the way people

relate to one another, and provides not just new

opportunities, but new norms for relationship building and

doing business.

Volume

Immediacy, mediumVolume, Viral, and Personal


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New Perspective on the 80/20 Rule

• 80/20 Rule example: 80% of your fundraising comes from 20% of the wealthiest donors.

• New Perspective: 80% of your message is distributed through 20% of your most connected constituents.

• Connect with the well-connected! Leverage their networks and trust.


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What Is Social Media?

The Term “Social Media” refers to online tools (web sites) that depend on user contributions and interactions between people to build shared meaning and value. It is:

• Participatory: It blurs the line between media and audience. • Open and Democratic: Everyone has a voice. For this reason content is seen as

authentic and trustworthy, coming from a trusted person.• Conversational: Two (or more) way conversation between people rather than one-

directional broadcast from an institution. • Communal: Supports formation, growth and strength of communities around a

particular shared interest.• Connected: Thrives on being connected, making use of links to other sites,

resources and people, rather than being territorial and proprietary. Facebook is especially successful because it is so “sticky”, meaning users come back to the site frequently.


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More than 170 million active users (“active” means have been to the site in the last 30 days)

More than half outside of college

More than 15 million update at least once/day

Approx. 45% of active users visit at least once/week

Average user has 120 friends

Able to write in Hebrew (& many other languages!)

Over 55,000 applicationsIncluding hundreds of Hebrew/Jewish applications

Adding 600,000 new users/day

And… GROWING


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Facebook Wall

• Running update of your actions.

• Comments on your status updates.

• Friends can “write” on your wall.


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News Feed

• Running feed of info about and by your friends

• Status updates, with comments

• Photos/videos posted• Connections made• Notes/links shared• Actions taken, e.g. “Lisa

just joined the group Beth Israel Preschool”


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Increasing Depth of Connections

The strength of social media is that is marries the power of the technology with real human needs, instincts and behaviors;

– We want to express ourselves;

– We want to be heard;

– We want to connect with other people;

– We want to collaborate;

– We want to be productive;

– We want to be reflective;

– We want to trust those we connect with;

– We want to feel in control;

This is not (just) about frivolous time-wasting


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Social Capital

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

Examples to share?


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Ambient Awareness

• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 http://tinyurl.com/5frgla

• Small bits of information add up to a stronger relationship

• Implications for community building, staff relationships, team cohesion, board engagement, volunteer and donor recruitment and engagement, etc.

• If you are in the business of relationship building, this is one of your most powerful tools.


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Strengthening Relationships

• Making connections• Learning about

milestones• Overcoming the small

talk when you are in person

• Open pipeline for awareness and communication


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Connections Over Time and Space

• Facebook: Camp Alumni Group

• Alum initiated and virally spread - 175 members

• Reconnected with dozens of people

• Thanksgiving events organized

• 908 photo, 3 video and 70 text posts


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Strong Relationships = Stronger Community

Social Network Analysis: 2 kinds of networking

Bonding: Strengthening the ties within a defined community by increasing the connections among and between all members, and the social capital exchanged.Black lines: existing bonds. Green lines: new bonds Created through social capital and tools like Facebook To establish the connections and open communication

Bridging: establishing connections between communities. Implications:-Outreach-Fundraising-Marketing-Impact-Access to resources

Examples?


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Using Networks Smartly

Unaffiliated but stronglyconnected. Prospective members!

Members, but not well connected to the community as a whole. At risk for dropping membership, and good candidates for engagement.

These are your80/20 people:Mavens and Connectors

Circle representscurrent members

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


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Thinking about Behavior


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Other Social Networking Platforms


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NING

• Specialized social networks• Open or closed• Many features (discussion,

blogs, photos, video, profiles, RSS etc)

• Customize design/URL• Requires momentum to keep

people coming back (less sticky than Facebook for many users, but also more focused)

• Instant and free• Anyone part of a Ning group?• CAJEnet example

Storahlab, a project of Storahtelling, for congregational educators


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MySpace

• Different demographic

• More flexible design

• Used widely by artists and musicians as their web site.


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Linked In

• Professional networks and profiles

• Groups established for orgs and/or purposes

• Unemployed using for job networking


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Facebook Webinar Series

• FACEBOOK 101: An intro to social networking and FacebookTuesday, February 17, 3:00-4:00pm EASTERN orWednesday, February 18, 1:00-2:00pm EASTERN

• FACEBOOK PAGES, GROUPS, AND CAUSES, OH MY!: Understanding Community on Facebook

Wednesday, March 18, 1:00-2:00pm EASTERN orThursday, March 19, 3:00-4:00pm EASTERN

• FACEBOOK POLICIES FOR ORGS & CONGREGATIONAL LEADERSHIP: Guidelines and issues to consider

Thursday, April 23, 3:00-4:00 PM EASTERN orFriday, April 24, 1:00-2:00 PM EASTERN

Many sessions are already full. We are considering adding additional dates.


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Q/A and Discussion

• Your experiences• Successes?• Frustrations?• Questions?