Looking at Chabad’s Success with the Web and Social Media

When it comes to exploiting the Internet for publicity, no Jewish organization does it better than Chabad. Back in the 90’s, Chabad Lubavitch took full advantage of the virtual communities on America Online (AOL) and then launched some of the most impressive websites once everyone migrated to the Web. For years, Chabad has been a strong force in Cyberspace with “Ask the Rabbi” websites, online distance learning, and viral videos.

Rabbi Yisrael Pinson shows the Chabad website to a guest at the Detroit Chabad House in Detroit.

Rabbi Yisrael Pinson shows the Chabad website to a guest at the Chabad House.

Today, Chabad utilizes social networking to not only broadcast its message globally, but to also win financial grants. Chabad schools and service organizations, like the Friendship Circle, use Facebook and Twitter to rack up hundreds of thousands of votes in contests for mega grants by such corporations as Chase Community Giving and Target Stores. In last month’s Kohl’s Cares contest, twelve Jewish day schools in the U.S. finished in the top 20 of the competition, with eleven of those schools being Chabad-affiliated according to the Lubavitch.com website (Each of the finalists received a $500,000 prize).

Last January, Chabad’s Michigan-based Friendship Circle, an organization dedicated to helping children with special needs, won $100,000 when it finished third in the Chase Community Giving Challenge on Facebook after using several social media tools to get out the vote. And this past summer, 17 Chabad programs across the United States each received $20,000 in the second running of the Chase challenge.

Motti Seligson, a spokesman for Chabad.org and its social media guru explained Chabad’s secret in these online contests in a JWeekly article.

While scores of Chabad organizations may have started out as entrants in the Chase or Kohl’s challenges, the network as a whole figured out pretty quickly which ones had a serious chance of winning and then placed its chips on the potential winners. The method has proven to be especially valuable in the Kohl’s challenge, Seligson said. Each voter can vote a total of 20 times, and only five times for one school. Hypothetically that means if supporters of one school cast votes for the school five times, they each have 15 votes left. Those voters may then cast five votes each for three other Chabad schools. During the Chase challenge, it became clear that the Chabad-affiliated Friendship Circle of Michigan had a shot at winning a prize, so the other 100 Friendship Circle outposts throughout the United States rallied behind their Michigan counterpart. It’s not cheating or skirting the rules, Seligson said, it’s just actualizing a social network effectively.

Fellow Detroiter Ronelle Grier recently wrote an article on Chabad’s social networking prowess for Chabad.org. In one section of her article she writes that two Chabad leaders, the Friendship Circle’s Bassie Shemtov and “The Recovery Rabbi” Yisrael Pinson (#recoveryrabbi) were speakers at the recent #140conf in Detroit. I also attended the conference, presented by Jeff Pulver, and heard several comments from participants about how Chabad’s exploitation of social media is so impressive and a model for other organizations. Grier writes,

Rabbi Zvi Drizin, who considers social networking essential to promoting the activities of InTown Chabad, his Dallas-based organization geared toward young adults who have finished college, but are not yet married. He makes extensive use of Facebook to announce events, share interesting links and idea, and post photos taken at recent programs.

“When you decide to go to any party, the first thing you ask is who’s going to be there,” he says. “People have always moved with their friends. If you have a good network, it expands your appeal.”

At a recent Shabbat dinner, Drizin planned for 80 people. After he posted details of the event on Facebook, 150 people showed up at his door.

While Rabbi Yisrael Pinson lives and works in my community, it is really through Twitter that we’ve gotten to know each other. He’s been successful in his addiction recovery work because of his social media connections. In Grier’s article, Pinson said that Rabbi Menachem Schneerson would likely have approved of the use of such tools in the advancement of Judaism. “The Rebbe was a champion of using new tools for the promotion of Jewish values and spirituality. His talks were broadcast over the radio when that was the revolutionary medium. So too, it’s fitting for us to be at the forefront of this revolution. Social networking’s value lies in its ability to connect seemingly discordant strands of humanity. The person you meet may not be the one who can help you, but he may know the person who will end up helping you.”

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Jewish Techs: The Jewish Technology Blog

This blog looks at how modern technology affects Jewish life, particularly the impact of the Internet on Jews across the globe. The Internet has made the Jewish community seem smaller. The Jewish Techs blog, written by blogger Rabbi Jason Miller (The Techie Rabbi), explores the places where Jewish culture, education and faith intersect with technology. Of course, like anything, Jews will continue to ask if technology is good or bad for the Jews – the age old question of our people. Good or bad, it is undisputed that technology has changed Jewish life. If you’re Jewish or interested in technology or both… you’ll enjoy the conversation. Thanks for reading the Jewish Techs blog.

The Techie Rabbi – Rabbi Jason Miller

Rabbi Jason Miller, the Techie RabbiJason Miller is NOT your typical rabbi. Known as the Techie Rabbi, he launched Access Computer Technology in 2010 and has grown it into a full-scale technology firm that provides social media marketing consulting and web design in addition to IT support. Ordained at the Jewish Theological Seminary a decade ago, Rabbi Jason has made a name for himself as a popular blogger, social media expert, educator and entrepreneur. Based in Detroit, his congregation includes more than a million people who read his blog and follow him in Cyberspace. He began the Jewish Techs blog in January 2010 as the New York Jewish Week's technology expert.

An entrepreneurial rabbi and an alum of Clal's "Rabbi Without Borders" fellowship, Jason Miller is a rabbi and thought leader whose personal blog has been viewed by millions. The Detroit Free Press called him “the most tech-savvy Jewish leader" and the Huffington Post ranked him among the top Jewish Twitter users in the world. A social media expert, Rabbi Jason is a popular speaker and writer on technology and its effect on the Jewish world. He writes the "Jewish Techs" blog for The Jewish Week and the monthly "Jews in the Digital Age" column for the Detroit Jewish News.

Miller won the 2012 Young Entrepreneur of the Year Award from the West Bloomfield Chamber of Commerce and is one of the winners of a Jewish Influencer award from the National Jewish Outreach Program.