Making Torah Relevant to Gen Next

Editor's Notes

1. Before you break up into your peer-led groups to talk about how you want to rework your Shavuot text for a younger audience using social media, we wanted to review some of the resources and best practices from the social media toolkit that we sent out before convention. This toolkit is also available online at the link above so you can access it during the small group session. Recognizing that some of you may have more advanced knowledge of social media tools than others, I want to focus more on the best practices for rabbis and synagogues than the “how-to,” which you can learn on your own from the links in this toolkit (or ask any millennial that you know).
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4. So how many people saw the movie “The Social Network?” I thought it was interesting that that title was chosen, as it accurately reflects what Facebook is: a platform of overlapping networks which may or may not be translated in the offline world. Contrast that with Twitter, which is really more of a content distribution platform, or a way to get instantaneous updates from organizations, brands and people that you care about. People often conflate the two with each other, which is really a mistake. Because the better you understand the nature of each platform, the more effective you will be in using them to meet your goals and engage your audience.
5. Darim Online is a great resources for Jewish organizations, and it was Lisa Colton, the Director of Darim, that shared the icebreaker activity with me. There are also a few sites that we recommend because of their thought-leadership in how nonprofit organizations can best leverage social media. Add them on Twitter, subscribe to their RSS feeds, email newsletters and more to further your expertise. Are there any resources that you like that are not on this list?
6. Some of you have already accessed these resources. We designed them with synagogues in mind, so we highly recommend downloading them. Screenshot on next slide…
7. With the proliferation of social media in the last 5 years or so, there has also been a parallel proliferation of self-proclaimed social media “experts.” I’ve participated in dozens of webinars and courses on social media marketing, and while there are many knowledgeable people to learn from, these tools are so new and dynamic that learning how to use them effectively is really more of an art than a science. So, if you’re feeling timid that there’s too much to learn and you just don’t have time to learn it all, don’t worry, because nobody knows it all. These are some things to keep in mind while you’re engaging in these networks. [GO THROUGH LIST]I would also just emphasize that authenticity is key, particularly if you’re trying to reach younger people. I would also add that you will want to enlist the help of others in your synagogue (staff and/or lay leaders) to manage your social media presence. Trying to do it all alone can be daunting. What are some other expert tips that you would add to this list?
8. Hashtags – very important for finding out who else is tweeting about topics that you’re interested in and sifting through the millions of conversations taking place at one time in the Twitterverse. Anyone know what the #1 hashtag was in 2011? (#Egypt)@replies and mentions – really the same thing, but an @reply is when you post a tweet by clicking “reply” on someone else’s tweet. This allows you to post a tweet with that person’s @username the first thing in the tweet. Mentions are when an @username appears anywhere in the body of the tweet. It’s a way to give someone a shoutout in your tweet, such as a colleague, organization or whoever else you want to see your tweet. These are not to be confused with a direct message, which is seen only by the person (not on your twitter feed). Retweeting is like forwarding someone else’s tweet to all of your followers, expanding that person’s reach.Followers – more does not necessarily mean better. Rather, you want followers who are genuinely interested in what you’re tweeting. Getting the right followers is accomplished by first following people that you are most interested in engaging on Twitter or following their tweets. Also, using hashtags, mentions and retweets can help increase your followers. Let’s take a look at what all these components of a tweet look like…
9. Hashtags – very important for finding out who else is tweeting about topics that you’re interested in and sifting through the millions of conversations taking place at one time in the Twitterverse. Anyone know what the #1 hashtag was in 2011? (#Egypt)@replies and mentions – really the same thing, but an @reply is when you post a tweet by clicking “reply” on someone else’s tweet. This allows you to post a tweet with that person’s @username the first thing in the tweet. Mentions are when an @username appears anywhere in the body of the tweet. It’s a way to give someone a shoutout in your tweet, such as a colleague, organization or whoever else you want to see your tweet. These are not to be confused with a direct message, which is seen only by the person (not on your twitter feed). Retweeting is like forwarding someone else’s tweet to all of your followers, expanding that person’s reach.Followers – more does not necessarily mean better. Rather, you want followers who are genuinely interested in what you’re tweeting. Getting the right followers is accomplished by first following people that you are most interested in engaging on Twitter or following their tweets. Also, using hashtags, mentions and retweets can help increase your followers.
10. Checking this box (in “settings”) makes sure that only those who you approve will become your followers. You may wish to do this to avoid spam followers (but then your tweets won’t show up publicly), so you’ll want to weigh the pros and cons in choosing whether to protect your tweets.
11. Here are some profiles you might want to start following for the conference. We’ll be tweeting “officially” from the JTSVoice profile, so make sure to mention @JTSVoice in your tweets and use hashtag #JTSRabbis!
12. Questions for participants:Do you use your Facebook page to reach out to congregants or does your synagogue have its own Facebook page? What are the pros and cons of doing outreach and engagement through your own personal Facebook profile vs. a synagogue page?How might Facebook be leveraged to teach Torah to millennials?Regarding the new Facebook Timeline feature, Rebecca Saidlower and Miriam Brosseau of the Jewish Education Project write that:“It’s about new tools and technologies, yes, but it’s also about affirming your voice, vision, and values as an organization [or rabbi, I would add]. Building the timeline could be a great excuse to bring together staff, new and seasoned alike, to explore the history of the organization.”
13. Here are some of our favorite productivity tools to complement your social media efforts…what are some other sites that you like for their utility in helping you leverage social media for teaching Torah to a broader audience?
14. We highly recommend reading these articles as you think more critically about your social media efforts. Remember, authenticity, listening, and openness are critical to having an effective presence on social networking sites.