Editors note: We often use this blog to highlight the wisdom and experience of those within our network. Isti Bardos is the Communications Director at Temple Israel in Memphis. On a recent webinar he was giving great advice to those getting started on Instagram, and we asked him to share some tips that make his Instagram efforts successful.
A picture is worth…Yup. We all know.
I would argue, however, that pictures – and videos – are worth much more than words, 1,000 or not. Imagery evokes feelings, creates empathy and fosters meaningful, lasting relationships. Isn’t that what our work in congregations is all about: building community and lasting relationships?
By sharing highlights and snippets of everyday life through Instagram, you are illustrating how your congregation is a community of meaning and purpose, not only an institution with "tushes in seats". While some people may feel nervous about showing photos of people in your congregation, Instagram (and the sharing culture) is happening with or without you. Be thoughtful about releases in your membership and registration materials (and avoid those who don't want their photos shared), but also recognize that many of the ever-so-coveted 20s/30s demographic are prolifically sharing their photos (and wanting to see those of others). A full 90% of those using Instagram are 35 or younger (data as of June, 2015 -- older demographics are beginning to flock to Instagram too).
In addition to engaging the younger demographic, Instagram is a worthy social media platform because
1) It's in your congregation’s best interests to put your best face – literally and figuratively -- out there!
2) Participating in Instagram a way to “show off” your congregation.
3) It's good to show a wide array of smiling faces, activities, and slices of life of your congregation!
4) By using Instagram, your congregation will be perceived as hip and modern, on top of the newest technologies.
Two questions people often ask are:
1) What should we post?
2) How often should we post?
To me, the answers are the same: Post good content when you have it. But make a point of integrating great photography (on your phone!) into your routine so you have content at least a couple times a week.
If you don’t know where to start, start with a #ShabbatShalom message every Friday afternoon. (That # symbol, in today’s social media vernacular, is a hashtag. Hashtags allow you to search for items. For example, if you used the hashtag #ShabbatShalom, you would see only photos/videos from around the world that have that hashtag associated with it, which is pretty cool.)
So, simply take a photo of a smiling child at religious school. While the culture of Instagram is to post photos immediately after they are taken, you can also have some "timeless" images that can be saved for a Friday post. With these #ShabbatShalom postings, you will be sharing a photo at least once a week!
Another example which could guarantee another weekly post, is #tbt. #tbt stands for “throwback Thursday.” It’s simply an easy way for you to post a video or photo of something that happened in the past, whether it was a year or 100 years ago. This could be a childhood photo of your rabbi, or a memorable event in your congregation's past, like this picture from our congregation's 2008 trip to Israel.
So between #ShabbatShalom and #tbt, you already have guaranteed yourself at least two compelling Instagram posts a week, which a great start!
But you have an endless supply of other good, compelling content -- here are some ideas and examples from our congregation:
• women’s and men’s clubs
• beautiful facilities/campus
• religious/Hebrew school tutors/teachers
• different segments of your congregation
• creative snapshots of congregational life
• and, of course, smiling children
By the way, it’s important to use photo of people who are smiling, because smiling… is a cause of happy feelings! …is contagious! …can make you healthier! …can be a predictor of how long you’ll live! But also remember that Instagram's community values really great photography, including abstract shots of mundane things, insights into everyday moments, bold color and gorgeous patterns. Like this photo of Hamentashen from OU Hillel.
Also, there is a sense of immediacy and connectivity with Instagram. For example, what is more interesting and interactive: reading – a month after the fact in a black and white newsletter – the sentence “Students watched a science demonstration involving Mentos and Diet Coke” or watching a 10-second video clip of a “volcano” erupting a few minutes after the event took place – and then having the ability to provide immediate feedback?
Posting photos and videos to Instagram is less about the information and more about making emotional connections. As people scroll through their Instagram feed, make sure that your congregation has a presence! Scroll through your Instagram feed periodically to see the "bigger picture" that new followers might find if they look at everything you've posted recently.
If your congregation doesn’t use Instagram, start using it today. If you have an Instagram account, step your game up! After all, if your congregation REALLY IS a vibrant, warm and welcoming congregational family, then SHOW IT!
Have you been to the Nonprofit Technology Conference? No? Oh boy, you've gotta come. It's a gathering of about 2000 of the country's most interesting do-gooders who use technology in any part of their work -- from marketing and communications, to fundraising, to data management, and innovative leadership for cutting edge organizations.
Each year, we gather the Jews at NTCjews -- many who work for Jewish organizations, and some who are Jewish and work for other organizations. We share knowledge and experience, learn together, eat together and strengthen our network for support and inspiration year around. We love bringing people from Jewish organizations here to learn about the best of what's happening across the nonprofit field.
This year NTC is March 23-25, 2016 in San Jose, California. You should come! If you're interested in learning more about what we're doing there (learning sessions, networking, dinner together, Purim celebration) drop your name and email in the form below so we can make sure to keep you updated.
More info on the conference is here: http://www.nten.org/ntc/
Get a little insight into why we love this conference:
Share your info below and we'll keep you posted on NTCjews plans and events!
Uber and AirBNB are proving the power and opportunity of a bottom-up model of organizing. Empowered with technology, their own creativity and initiative, people today are less reliant on institutions than ever to achieve their own needs. At the same time, smart platforms are critical for activating their curiosity and motivation.
So too in the Jewish community. We are beginning to see the shift in the market, and the emergence of new platforms to help people self-organize and build Jewish community and meaning. While this brave new world may feel scary to organizational leaders, in my book it's a very healthy sign. The question is, how are we as a field adapting to this new "economy"?
The Charles and Lynn Schusterman Family Foundation and Steven Price have been following these trends, and are re-energizing a very traditional idea: The Book Club. Together, we've been asking ourselves, "How can we get more people developing deeper, more meaningful relationships, building Jewish community, and feeding their intellectual and spiritual curiosities together?"
Our research showed that the vast majority of people who aren’t currently in a book club, Rosh Chodesh group or another similar club are overwhelmingly interested in being part of such an experience. Their primary reason for not yet being in a club? No one has invited them.
Thus, we've designed Gather to find and empower initiators to start new groups, and invite others to join them. It doesn’t mean they have to be the ongoing leader — they are simply the initiator. There's no long term commitment, no expectations of what your group will be, no prescribed content. But we do have ideas, suggestions, discussion guides, and a concierge ready to help answer any questions. Gather is a platform to help those curious about Jewish learning and community to launch new group (with friends, acquaintances, family and/or new contacts) to build and strengthen relationships, and to engage in discussion around Jewish content and values.
We're just launching our beta phase, and we're inviting (see -- get the theme here?) members of the Darim network to take it for a spin. You can start a new Gathering yourself, and/or you can invite your own network to start their own groups. Gather is a tool that can help places like synagogues and schools become more connected (and educated and engaged) communities, so it's an easy and powerful platform to help organizations dip their toe into the self-organizing, platform model that is such a powerful approach in today's culture.
Anyone can start a club, and any community can have multiple. For example, a dad with kids in the early childhood program might want to start a dads club, or maybe families with post-b’nai mitzvah teens might want to start a parent/child social justice book club. Maybe 20-somethings want to get together to cook out of the Jerusalem and Zahav cookbooks, or members of your LGBTQ community want to get together more regularly in addition to Pride Shabbat.
Consider this your invitation -- we would love for you to consider using Gather to engage with and support your community, and if you’re interested, help you plan the next steps. If you want to share with your community, we’re happy to create customized pages that promote the content that aligns most closely with your mission and goals, and the interests of your audiences (e.g. culture, cooking, music, Jewish classics like Buber and Heschel, etc.), and give you a link which will track participation from your network (and we're happy to share data with you).
Ultimately, we hope that these initiators become the leaders in your own community, and help to engage their peers in your mission and programs too.
We know the power of an invitation is profound. Who will you invite?
Want to take it for a spin? Click here to see how simple it is to start your own Gathering. Want to invite your own community or network to initiate Gatherings? Feel free! If you want your own link to track adoption, just drop Elyse Kort, Gather Project Director, a note.
“We need to be reaching more people.” The constant refrain we hear from organizations that believe they have something valuable that the world should be paying more attention to. It’s true. But we’re living in an attention economy, where everyone is so flooded with messages, content and noise that all we want to do is filter it out.
Yes, we need to be reaching more people. But to do that, we need strategies to break through the clutter and penetrate people’s eyes, ears, hearts and minds.
It’s important to understand three different approaches to get seen and heard, and then to determine what mix is going to help you achieve your goals. The trifecta: owned, earned, and paid media.
Owned Media: Your House, Your Rules
Owned media includes the channels you have created, and the content that you own. This might be content on your website and your blog. It also includes your Facebook page, YouTube channel, Twitter accounts and other social media channels. A great approach to owned media requires creating strong content and having a strong social strategy to back is up and leverage the time you put into creating that content. If you’re looking to mature your owned content strategy, read up on the practices of “content marketing” and “multi-channel strategies."
Paid Media: Spending Smart
Paid media is, simply, media exposure you pay for. Google AdWords, Facebook advertising, SEO campaigns and other opportunities to pay to get your content showing up in more places. Smart paid media is surgical in its focus – you don’t want to be paying for Google to serve up your ad to the wrong populations – and the content itself needs to have compelling calls to action to even get audiences to engage.
While “digital marketing” and “paid media” used to be synonymous, they are no longer. Paid media may still have its place, but in today’s attention economy, people are much more likely to listen to the recommendations of their friends and to allocate their attention to brands they trust and already have a relationship with in some way.
Earned Media: Network Amplification
Between owned, earned and paid, I would argue that earned media is the most valuable of all. Earned media is when other people, channels and sometimes even brands are talking about you and/or sharing your work and messages. Hopefully these mentions are good. But a bad Yelp review, for example, is also “earned media”. Earned media often is a mention or review of your work, but it can also look like an interview on someone’s blog or a guest blog post where you’re work appears on someone else’s blog.
Earned media is related to other forms of media. When someone shares or amplifies your content on Facebook or posts a link to your blog on Twitter it’s because you did a good job with your owned media. You may use paid media to increase exposure which then helps people pick up on it and share it, tipping into the earned media category.
The benefit of earned media is that it piggybacks your brand on the brand equity of the person or brand that’s sharing it. The hard part of earned media is that you have to earn it. You have less control than owned media (where you create and manage it) or paid media (where you decide what’s worth paying for an how much). What you give up in control however, you gain in other ways, as earned media has greater trustworthiness and authenticity, and can extend to entirely new audiences you otherwise would never be able to reach.
How to Increase Earned Media Coverage of Your Organization
Any smart content strategy includes owned, paid and earned media. I find, however, that many organizations neglect to pay enough attention to earned media, or to really work for it. Some earned media happens by good old fashion luck, but there’s much you can do to cultivate opportunities.
Here are 6 things you can do to increase earned media coverage of your organization:
Identify the brands, people and influencers whose channels would be valuable to you. It might be about scale, relevance, audience, or adding the character of their brand to yours.
Build relationships with them. Follow them on Twitter, share their content, comment in their channels to add value for them and their audiences.
Listen and learn what’s authentic to their audience. Notice where they are offering earned media to others (mentions of other projects, guest blog posts, what they retweet and share). You need to fit into their culture and brand identity – having insight will help you thread that needle.
Create content worth sharing. It should be valuable, and add to the social capital of those whom you want to share it. It can be really useful or really funny. Top 10 lists, infographics and well produced videos travel well too. Don’t forget to include share buttons on your owned media to make it easy for people to share it!
Use content creation as an engagement strategy. When you’ve told a story or thanked someone in your content, a natural next step is to let them know through social media, which will likely encourage them to share it.
- Use your relationships with others to find guest blogging opportunities (and offer them in return as well). Make sure to position yourself as adding value to their community, not only trying to self promote. Do a good job and you’ll likely be invited back.
How else have you earned your earned media? What people, channels or brands have given you an important boost?
This post is cross posted on the See3 Communications blog.
“Openness is the chief virtue of the digital age.”
- Virginia Heffernan, "Magic and Loss: The Pleasures of the Internet"
Transparency itself isn’t a new concept. In the US for example, nonprofits must publicly file 990s annually. This ensures accountability, and is a requisite for tax-exempt status. But transparency does not begin and end with financial information. There are new dimensions, new imperatives emerging from technology, and perhaps most profoundly, transparency is now a critical leadership skill. That feels pretty new to many of us.
But today’s leaders need to understand that transparency is no longer optional. When the rules of the game have changed, leaders necessarily need to adapt their approaches. What roles does transparency play here? According to Charlene Li, author of Open Leadership, “transparency is not defined by you as a leader, but by the people you want to trust you and your organization. How much information do they need in order to follow you, trust you with their money or business?” (pg. 193). It’s all about trust -- and trust (and its corollary, attention) are the currency of our current attention economy.
Understanding that transparency is a critical value and essential element of effective leadership has powerful implications for organizational sustainability too. Previously, organizations literally served an ‘organizing’ function. Institutions held the data, finances and authority. Today, individuals are self-organizing and shifting the power center. Jeremy Heimans and Henry Timms decode this in their HBR article “Understanding ‘New Power’”. Simply, “the goal with new power is not to hoard it but to channel it.” As society is increasingly skeptical and rejecting of old structures, transparency becomes even more important. It becomes a way to activate and channel new power.
Some people mistake transparency for cracking open your financials and letting it all hang out. But it isn’t just about opening up your books or making leaders function as if they are naked. Transparency (of any sort) is values-based, centered on respect (hakavod), virtues (middot), and, the big one, truth (emet). Think about your relationships with your spouse, business partners, and good friends. Yes, there’s the planning -- taking kids to soccer, paying the bills, making doctors appointments. But what if you didn’t trust your partner, and had little input in decisions? The logistics would be joyless. Strong relationships are built on respect, honesty and open communication (transparency). So too relationships with our donors, members, volunteers and advocates.
Jed Miller, who helps human rights organizations align mission and digital strategy, says that “Institutions may be afraid that by opening up about internal processes they give critics a map of their weak spots.” He warns that this kind of initial fear is inherently limiting. “The key,” he says, “is to think about your public—however you define them—as participants in your mission, not as targets or threats.” What kind of insight -- into processes, decision making, etc. -- is needed for them to trust you as a champion of the cause?
When we, as leaders in the Jewish world, hold ourselves and our leadership apart from the community, how can we expect to engage our communities with full and sanguine spirit? We cannot hide or disable conversations, or operate in a vacuum and expect the public to consistently trust us with their dollars. Those days are over. Today, we need to embrace these values of open leadership.
Organizational transparency is where Jewish wisdom nests with innovative thought. I’ve spoken to rabbis about salary transparency, and searched Jewish orgs with high ratings on charitable indices. Comparing synagogue websites, I’ve sought open plans, board minutes and budget spreadsheets. While there are bright spots, the norm is much more closed and opaque. In the Jewish professional community, we tend to compare ourselves to each other to establish a norm, when in fact we need to be widening our gaze to understand the role and importance of transparency in today’s marketplace. My sense is that the Jewish world is not keeping up, or worse, we are not pushing ourselves forward. It is time that we recognize the shifting norms, acknowledge the benefit to our organizations and community as a whole, and take real steps to integrate transparency into our normative business practices.
In a time when many Jewish organizations are seeking to get more people to trust and follow them, we must heed Open Leadership author Charlene Li’s words of wisdom. Transparency is the information people need in order to follow and trust you as a leader, or as an organization. While leaders may be initially resistant to the idea of transparency, we must all take it seriously to build strong, sustainable and vibrant communities.
Stay tuned for future posts on specific examples of how various leaders are putting this ethos into action.
Gina Schmeling is a non-profit consultant based in Brooklyn. Find her at @nyginaschmeling or in the park with the runners.
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