Presentation slides for PEJE Assembly Institute, delivered October 24, 2010

1. Using Social Media
to Lead
2010 PEJE Assembly for Advancing the Jewish Day School Field
Sunday, October 24, 2010
Shayna Englin - shayna@englin.net, 202.683.8465, @sbenglin
Dave Weinberg - weinberg81@gmail.com, 240.678.6863, @weinberg81

2. Agenda
Introductions: Who are we and why are we here? (9:15-9:30)
Question 1: What Kind of Leader Are you? (9:30-9:50)
Question 2: Who Do You Lead? (9:50 - 10:20)
Question 3: What Do You Have to Say? (10:20 - 10:45)
BREAK 10:45 - 11:00
Question 4: What Tools Will You Use? (11:00 - 11:20)
Question 5: How Will You Measure Success? (11:20 - 11:40)
Question 6: What Are the Risks? (11:40 - Noon)
Open Discussion (Noon - 12:15)

3. Critical question #1 toward
effectively using social media to lead:
What kind of
leader are you?
(What does it mean to lead?)

4. Are you a lone shirtless dancing nut doing great things?
http://sivers.org/ff

5. Movement leaders
From the survey:
My role as a leader is...
“To inspire my community toward a vision of Jewish
high school education, to communicate effectively about
that vision, to ensure that we have the resources,
including the right people in place, to carry out this
vision.”
“As the visionary for our school.”

8. Thought leaders
Thought leaders are regarded as innovative experts,
combining knowledge and ideas to guide the
conversation in particular direction.

12. Operational leaders
From the survey:
My role as a leader is...
“To communicate to the internal Donna Klein Jewish
Academy audience as well as the community-at-large.”
“Principal of a dynamic K-6 grade Day School. I am the
"face of the school" both within the school site and in the
larger community, and need to know how to use all forms
of media to represent our school.”
“to encourage the team members to use their skills and
knowledge and experience to accomplish our
mission, with my assistance and management.”

15. Critical question #2 toward
effectively using social media for leadership:
Who do you lead?

16. Be specific:
Students
Alumni
Parents of current
students
Parents of alumni
Parents of
potential students
School staff
Board of Directors
Jewish
community
leaders
Synagogue
leaders
who else?
Who do you lead? Who do you want to lead?

17. Who uses social media?

18. What social media do they use?

19. What do adults do online?

20. What teens do with social media?

21. What do people do with content?

22. Who blogs?

23. Who comments on blogs?

24. Who tweets?

25. Who’s on Facebook?

26. How do people share information online?
http://tellafriend.socialtwist.com/sharing-trends-2010

27. What networks do people use to share
information?
http://tellafriend.socialtwist.com/sharing-trends-2010

28. Critical question #3 toward
effectively using social media for leadership:
What do you
have to say?

29. What are you saying already?
From the survey:
“I write a weekly email to my community and I sense
that it would not take much to promote these ideas more
widely using social media.I have a sense that I am
already writing and speaking about a vision of Jewish
education and that Social Media could help both me and
my school to be thought leaders in this field more.”

30. Critical question #4 toward
effectively using social media for leadership:
What tools
will you use?

31. Organizational Website
religious or spiritual beliefs personally, or engage in practices related to institutions of
religion, and Evangelical Protestants were particularly likely to do these things. Sixty
percent of Protestants and 69% of Evangelicals engage in the more personal behaviors,
while fewer Catholics report doing so. Jews are more interested in religion news than
Protestants in general, but Evangelicals show the highest level of interest in religion news
among Protestants.
Religious Identification and Internet Activities
E vangelicals and other P rotestants are the most involved in the personally-oriented
online activities
Those who get
religion news online
Those who use the
Internet for personal
religious and spiritual
purposes
Those who use the
Internet for
institutional religious
and spiritual reasons
Protestant !"#$ %&#$ '(#$
Catholic !)$ "($ !'$
Jewish !*$ "'$ "'$
Other )*$ ""$ !+$
None ))$ ),$ ()$
Evangelical '($ %,$ ',$
Source: Pew Internet& American Life Project Nov. 18- Dec.14, 2003 survey. N=1,358 Internet users. Margin of error is
±3%

32. Email is still the most important social network

33. Facebook
• Students, Alumni, Parents
✴ Movement, Operations
• Post website content, incentivize sharing, highlight
social elements
• Facilitate and highlight “Likers’” content
• Link back to website
• ALWAYS use Pages, never Groups or Personal Pages
for your organization
• Integrate Facebook into organizational website and
emails

34. Twitter
• Alumni, Parents, Board, Community, Staff?
✴ Thought, Operations
• Post links to content - yours and others’
• Measure clicks, worry less about sharing
• Test approaches - personal versus “press”

35. YouTube
• Students, Alumni, Parents, Other Organizations
✴ Movement, Thought
• Post as much as you can, with consent
• Assess risks realistically and openly
• Focus on content that is specific to your leadership
goals
• Use to supplement text in emails, website

36. All the other stuff out there...
• Foursquare
• Diaspora
• MySpace (yes, there’s still MySpace)
• what’s next on the horizon...

37. Critical question #5 toward
effectively using social media for leadership:
How will you
measure success?

38. Great Leader + Great Social Media = ?
Return to the first critical question: movement, thought,
operations? Then, fill in the blank:
I’ll know I’ve successfully used social media in my role as
a [movement/thought/operational] leader, if _______
My staff more uniformly communicates our mission
The conversation about Jewish eduction in my Jewish community more
consistently reflects my school’s vision
Students and alumni will feel a deeper connection to the school
Jewish parents in my community are more likely to consider Jewish day
school as an option
Jewish parents in my community understand the intellectual rationale for
Jewish day school.

39. Input Output
I develop content and
people:
read it
share it
discuss it
I share content and
people:
read it
share it
discuss it

40. Lies, Damn Lies, and Statistics
• Metrics for reading, sharing, discussing
• Measurements that are proxies for movement &
thought
• Red flags on risks
• What else can you measure?

41. Critical question #6 toward
effectively using social media for leadership:
What are the risks?

42. Muddied Relationships
From the survey:
“I have avoided face book because I am not sure I want
to enter the social media world in which my students
reside...”

43. Security
From the survey:
“I'd really like to understand how we can make social
networking work in Jewish education given the fact that
certain security needs (especially associated with posting
pictures/videos of children online) restrict our ability to
promote our school.”

44. Content
From the survey:
“... how to develop a Terms of Use that could be posted
on any social networking page associated with the
school. We can't control everything that is posted, but it
removes some of the liability if we post terms that cover
all of the things we potentially wouldn't want to have
there.”

45. Capacity
From the survey:
“I am not sure I have the time to maintain it and I worry
that a presence not well updated is worse than no
presence at all. I would also like to know how much of
my social media presence could be managed by others. I
sense that Social Media works for people who are gadget
people or who have the urgency addiction, but I am not
one of those people. So I wonder how and whether it
would really work for me.”

46. Open Discussion

47. Keep in Touch
Shayna Englin
shayna@englin.net
Twitter: sbenglin, englinconsult
202.258.3375
Dave Weinberg
weinberg81@gmail.com
Twitter: weinberg81
240.678.6863