We’ve all been at that point, when you’re so frustrated with your work that you just want to grab a beer, inflate the slide and jump out of the aircraft, sliding your way to freedom. Those of us with a reality filter know we can’t do that. We’ll lose our jobs, be the subject of ridicule - there will be repercussions, not the least of which will be bad PR for our company, which maybe isn’t so bad after all.

But this week, one flight attendant threw caution to the wind and himself off an airplane, resulting in the company’s mobilization of social media to turn the PR around. And, as Fast Company Magazine notes, they did so expertly.

For the first 48 hours following Slater’s famous beer slide, JetBlue said nothing. Then, on Wednesday, JetBlue made the scantest of acknowledgments. On its “BlueTales” blog, it noted that:

“[...]it wouldn’t be fair for us to point out absurdities in other corners of the industry without acknowledging when it’s about us. Well, this week’s news certainly falls into that category. Perhaps you heard a little story about one of our flight attendants? While we can’t discuss the details of what is an ongoing investigation, plenty of others have already formed opinions on the matter. Like, the entire Internet. (The reason we’re not commenting is that we respect the privacy of the individual. People can speak on their own behalf; we won’t do it for them.)

“While this episode may feed your inner Office Space, we just want to take this space to recognize our 2,300 fantastic, awesome and professional Inflight Crewmembers for delivering the JetBlue Experience you’ve come to expect of us.”

It’s a wily little post, expertly done—mixing cheeky self-deprecation, ostensible privacy concerns, an apt and funny YouTube link (to the Office Space movie), and only the tiniest dose of PR pablum. What’s fascinating, however, is that these 140 or so words constitute almost the entire response to a story that has had every media outlet scrambling all week.

[Read more →]

What’s a Twimprimatur? Here’s a hint: I made it up. And here’s another hint: imprimatur + Twitter. (Imprimatur literally means “let it be printed,” but here are some more definitions.)

In July, I was interviewed by Rusty Mike Radio in Jerusalem - we went deep into blogging, Twitter, Facebook, and more. Check out the entire interview here, for insights into making these social media work better for you, as well as stories about Jewish innovation, how to make blogging into a quasi-career, and what my connection is to Madonna. And, of course, how to create your own Twimprimatur.

At this point, social media isn’t new. Some people have asked why I would even write something like this, which is so intuitive to people who live their lives in the www’s of the internet. And that itself is the answer: although the use of social media tools is growing in the world at large, not everyone lives their lives via Facebook, blogs or Twitter. And it’s not that everyone should always be on social media. But I do believe that social media can help, especially at traditionally underfunded Jewish organizations - a few hours of training, and the social media can be managed in house, for free.

Jewish nonprofits are beginning to acknowledge the need, but still seem skittish. And that’s why I took to my keyboard - as someone with extensive experience in the Jewish non-profit world, I take pride in and give honor to the fact that I wouldn’t be where I am today without social media.

“Manifesto: Social Media and Jewish Organizations” has been retweeted several times by Jewish organizations and educators, shared with fellowship members and technology staffs. I’ve got meetings set up in New York to talk with potential clients about social media outreach. And I’ve been asked to lead a few groups at the upcoming Darim Online Northern New Jersey Social Media Boot Camp. Plus, the post is beginning to be cross-linked in other locations and cited as inspiration for kicking social media conversation into high gear (see the Boulder Jewish News).

It’s really gratifying to see a conversation accelerate, perhaps because it’s about time, and perhaps because of something you wrote. Thanks to all who shared it, retweeted it, emailed it, circulated it, or otherwise supported its sentiments. Go Team Social Media!

Another year’s gone by and it’s time for another ROI Summit. This year, in addition to all the behind-the-scenes prep work, I’m teaching 8 hours - that’s right, two sessions of 4 hours each - of social media workshops.

Blogging Basics - Creativity, Conversation and Promotion
This session provides an introduction to blogging creatively through creative exercises designed to help you identify your individual goals for your blog (or other online writing), and learning about the tools that will help you achieve those goals. This class will include the basics on Blogger.com, creating your own blog presence, how to start and continue a conversation on your blog and others, and how to import posts automatically to Facebook and Twitter. We’ll also do a basic overview of how Twitter can be helpful and provide pointers on pitching your projects to the Jewish media. If you are planning to participate in this class please, bring along your computer.

Beyond Blogging Basics - Putting the “Social” in Social Media
Twitter isn’t necessarily about sharing what you had for lunch, it’s about participating in many
conversations, with each “Tweet” a chance to communicate briefly and effectively with your audience. This class provides a deeper look into blogging, Facebook and Twitter as tools for maintaining contact with followers, colleagues, funders etc. Learn how to manage multiple accounts and how to create stronger online relationships. If you are planning to participate in this class, please bring along your computer.

Interested in running these classes (or specially tailored versions of these classes) in your organization or community? Be in touch about creating a social media plan that works for your life, work and budget: esther.kustanowitz at gmail dot com.

What’s kept me so busy in April and May that there’s been no time to update this site? In addition to churning out the pieces for Idol Chatter and elsewhere, I’ve been working with the team to launch the ROI Summit this summer in Tel Aviv, and am leaving California for New York, New Jersey and Israel imminently to prepare. (You can follow all the Jewish innovator action at ROICommunity.org and on Twitter at @ROICommunity.) I’ve also been increasing my experience as a social media consultant, working with a few clients in arts and Jewish leadership to improve their online presence, including activity on Twitter.

As for the articles:

May

American Apparel Settles With Woody Allen Over Billboard

She’s Baaack: Sarah Palin Gets a Book Deal

Winslet Sues, Clarkson Takes a Body Image Beating

April

‘Weeds’ Creator, ‘Tara’ Producer, and the Hebrew Mamita Take on Images of Jewish Women in Media

Adam Lambert Sings…In Hebrew

Nellie Oleson Strikes Back

10 Ways Passover is Like ‘Lost’

Celebs Use Reverse Psychology as Fundraising Technique

You also may have missed this article about a new ridesharing site that’s trying to save the earth and help out people who need a ride: “Going My Way?” (MNN.com)

March has been a bit more eclectic, thanks to my first-ever piece on LAist — I guess this makes me an official Angeleno now:

“Oh Crap. My Parents Joined Facebook - Meet the Local Ladies Behind the Hilarious Website” (LAist.com)

In addition, we’ve got a bunch of pieces in some of the usual places.

On Beliefnet’s Idol Chatter, I reported on Heroes’ actor Greg Grunberg’s use of Twitter; Harry Potter’s suspected position as a “tool of the Ziono-Hollywoodists“‘; big trouble for “Big Love“; Paul Rudd on what must have been the best seder ever; Alice Walker going to Gaza; the Spinal Tap tour; what Jewish Scots wear to shul; and, of course, Homer Simpson attempting to make peace in the Middle East.

Blog highlights include:
* What happens if Crocs go out of business
* My experience at Social Media Jungle NYC
and…
* Jewish continuity vs. environmental activism

Check them out, leave your comments, or inquire about hiring me for writing, editing or consulting purposes…