Creating Change – One Tweet at a Time

by Florence Broder

A little over a year ago the Jewish Agency for Israel launched its social media campaign. At the time, the decision was to communicate our message aggressively and to reach out to a new audience by using the latest portals. When social media accounts were opened, it was a no brainer to create a Facebook page, YouTube channel, and Flickr stream. Twitter, was the wild card in the batch. How could anything important be communicated in 140 characters, essentially a tweet? It seemed a bit ridiculous.

Quickly I immersed myself in a new language of RTs, hashtags, URL shorteners, and the entire twitterverse! Originally, my name was not listed on the Twitter account but there was a disconnect. It seemed artificial for an entire organization to have one voice. There are just so many voices, personalities, and more. How could an organization have a voice? How could it engage an audience? How would we ever be able to keep up with all the different conversations going on? It seemed unnatural. Soon I updated the profile and attached my name to the account; I was finally able to project my professional self on behalf of the organization. It helped people to see that there was a voice behind the organization. Followers began addressing me by name and knew that I would respond to their questions about aliyah or anything else. I also took my virtual connection with the audience and made it real life by attending Tweet Ups. It not only helped me put a face to the tweet, but strengthened our online relationship. Maya Norton’s New Jew micro-blog about Jewish Philanthropy has commented several times about our social media:

“I’ve been monitoring the Jewish Agency for Israel’s social media decisions for several years and am impressed with their strategic choices. Smart moves for a historic institution … [Their social media is] much better than most organizations. Even if there are some glitches, it’s certainly on the right track.”

Our Facebook page has over 7000 fans and we have great traffic on YouTube and Flickr, but it is the Jewish Agency Twitter feed that has left its mark. It has successfully strengthened our brand, connected a younger demographic, and helped a broader audience better understand our mission. We have received this feedback from social media professionals, Jewish professionals, lay leaders, as well at the “tweeple” themselves. In May 2009 the JTA named us the 7th most influential Jewish organization and a year later we are in 3rd and 4th on for Israel-related and Jewish-related Twitter accounts respectively.

I have often been asked why I think the Twitter has feed been so successful? Frankly, I understood Twitter as a medium versus Facebook or another social media portal. Moreover, I understood that we had an audience who was just as invested in the Jewish Agency brand as we are. I listened to what they had to say and responded. Whether it was a question about aliyah or a Masa Israel program (the umbrella for long-term experience programs in Israel), I always ensure that followers receive the information they need in a timely matter and would keep them in the loop about the status. Follow up on Twitter is so critical because it is very much a customer service tool. True, it also is used for marketing, outreach, and other needs, customer service is the number one reason that people remain our followers and have such a positive view about it. Charlie Kalech, one of our followers, turned to me about a year ago for assistance with aliyah cases:

“Florence has put a human face on the Jewish Agency. When I was helping potential immigrants who did not know where else to turn to get answers, I could send Florence a direct message on Twitter and get a direct response cutting through the bureaucracy which had previously rendered no satisfactory response. The Jewish agency’s presence on Twitter has given people like this someone to talk to.”

Now when people say, “Twitter? I don’t get it.” I laugh and respond, “Don’t underestimate the power of a tweet.” What a difference a year makes …

Florence Broder manages social media for the Jewish Agency for Israel.