Subscribe to Print Edition | Fri., September 05, 2008 Elul 5, 5768 | | Israel Time: 02:56 (EST+7) web haaretz.com   Back to Homepage Haaretz Toolbar Diplomacy Defense Jewish World Opinion National Print Edition Car Rental Books Haaretz Magazine Business Real Estate Easy Start Travel Week's End Anglo File

New group hooks up NGOs with social media marketing By Raphael Ahren Recognizing a technology gap among NGOs, two Anglo marketing professionals this week launched a new social media community for Israeli and Jewish charity and non-profit organizations. At a breakfast event in Jerusalem, social media expert Jeff Pulver addressed the representatives of organizations such as Nefesh B'Nefesh, the Association of Americans and Canadians in Israel and PresenTense and told those present ways to better take advantage of various new social media platforms. Advertisement The new group, called amuta 2.0, was conceived by Canadian-born Miriam Schwab and Lisa Barkan, who is originally from New Jersey. "Lately, I noticed that non-profits were interested in these kind of services, plus they really need these platforms," said Schwab, who is also the CEO of a Jerusalem-based company that helps businesses with social media marketing. "The non-profits seem to be 20 years back in terms of how they're marketing themselves. They are not using the tools on the Web at all and if they do, they are not doing it the way it should be." Schwab and Barkin brought in Pulver to discuss new social media platforms that could benefit the NGOs. He cited, among others, Twitter, a micro-blogging service where users send and read brief notes about what they are doing at any given moment, and FriendFeed, which allows people using several social Web platforms to have a consolidated stream of content on all their contacts' activities. Pulver, of Melville, New York, also spoke about being more effective on the Web. "Understanding how your [online] relationships work with you will give you a great opportunity to reach out to these people and ask them for assistance whenever you need it," he told Anglo File. "But you need to first invest in building a social network for yourself." He further stressed, "Whether you are doing it for yourself or for a charity or a non-profit, when you are looking to leverage the social Web, doing something to allow your patrons to embrace your vision and support your cause is very important." Last week, Pulver - who in 2006 was featured in the Wall Street Journal - hosted a breakfast in Tel Aviv for more than 200 early-stage startups and executives from some larger companies, which he says was his largest event to date. "I have spoken in 17 different cities around the world, but the Israeli high-tech industry by far is the most receptive group to the platforms I'm promoting," he said. Bookmark to del.icio.us   Playing with fire Sarkozy warns Iran it risks Israeli strike on nuke program. Our own desert island Israel tries to lure 'Big Brother' type U.S. reality TV series.

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