Create a (Marketing) Plan Before Reaching for (Social Media) Tools

First, the good news: There is a race in the Jewish community to enter the social media realm. Second, a cautionary word: Without the right blueprint--an overall design--a synagogue could easily misuse these valuable tools and come up empty-handed or even worse, damage their reputation.

Why should you use Facebook, Twitter, blogging, etc.? As is usually the case, there is more than one answer, i.e. to promote your adult education offerings, or to increase Friday night service participation, or to attract new students to your religious school. The bottom line is that when it comes to social media, the question of “why” should always lead you back to what matters most to your synagogue--and ultimately, in business language, to increased participation that will lead to increased revenue.  

Successfully leading and managing a business is not like running a synagogue--but running a synagogue is running a business. At its best, social media functions as a diverse set of tools to help you do this more successfully. But before you start using the social media equivalents of hammers, drills, and levels, i.e. creating a Facebook page, a blog for leadership, or a Twitter account, it’s important to take the time to sketch out a simple marketing plan. The very exercise of establishing goals and objectives will enable your leadership to discuss the key issues facing your synagogue in the coming year.

Do you have an annual membership engagement plan--what we in the business world would call a marketing plan--stating this year’s goals, objectives, and strategies? If the answer is no, it’s time for your board to come together to focus on what matters most, and to determine collectively which tools will help you achieve you move forward. This plan should be simple enough to reference regularly--not something that sits in a file drawer--and to use as a filter for your efforts for the coming year. A one-pager. Ok, maybe two pages...