It seems that every day there is a new something or other invented or produced that has impact on how your organization should be engaging with your community. And if it is not something new that has been created, then it is a member of your organization requesting that you communicate through such-and-such an online channel.
Enough already!
Remember when there were only three networks on TV? Now there are hundreds of networks—and still very little to watch. Well, the same is true for your online communication needs. While there may be many options for you to consider, from your own apps, to Twitter, to LinkedIn, just to name a few, my recommendation is to stick to three online channels of communication/engagement and do them well.
Your synagogue or non-profit organization is not Tide or GM; unlike huge companies that must pursue every avenue to reach and communicate with very segmented groups, you likely have a passionate core group that wants to help enrich your organization through engagement with existing members and recruiting new interested members. Your communication with them should make it easier for them to be in the know and help you with your outreach efforts.
Your Website
Your website is the nexus for all of your communication. Everything you send to your community should lead people to your website, ideally to do something, take some next step towards becoming more involved. Avoid dead-ends by including your website address on every page of your weekly/monthly newsletter, as well as in all of your personal mailings to members. For example, an article in your newsletter might lead to more information on your website, or folks can register and pay for upcoming events they first heard or read about in print form.
Facebook and Blogging
Use Facebook to build connections, get conversations going, and always link back to your website. Blogging is a great way to get the Rabbi’s message out there to your full community or your Executive Director’s appeal for volunteering, or your Educational Director’s pov on the upcoming holiday. And just like Facebook, your blog should always lead the reader back to your website. If you are just getting started with Facebook, here is ahelpful place to begin.
The Bottom Line
Keep your online life simple. Use the content that you are already producing and give it the broadest distribution through the basics: your website, Facebook and blogging efforts.
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