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Thursday, May 17, 2012 | return to: news & features, national


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Facebook IPO: Good for the Jews?

by uriel heilman, jta

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If the Talmud were written today, would it look anything like Facebook?

First, the rabbis of the Mishnaic period post a Jewish legal rule. Then, talmudic sages weigh in with their comments, all pithy and lacking punctuation. Almost immediately, the comments grow far longer than the original post. Eventually, outside links to the Shulchan Aruch and Maimonides’ compendium of Jewish law appear on the right side.

It may sound too cute by half, but if you look closely, the Talmud and Facebook actually share similar layouts.

Israeli President Shimon Peres starts his own Facebook page after meeting with company founder Mark Zuckerberg in Palo Alto March 6.   photo/gpo-flash90-jta-moshe milner
Israeli President Shimon Peres starts his own Facebook page after meeting with company founder Mark Zuckerberg in Palo Alto March 6. photo/gpo-flash90-jta-moshe milner
They also share a few basic ideas about commentary and community. The Talmud enabled scholars who lived in different times and different places to argue with each other, creating a virtual community. Facebook allows people who live in different places and may not know each other to do the same.

“Every piece of information that’s offered opens up the opportunity for commentary, for amplification — whether it’s a link from the New York Times or something that happened to you at the Israeli Interior Ministry or an idea that you simply want to express.” said Jewish social media expert Esther Kustanowitz.

On the eve of Facebook’s initial public offering on Friday, May 18, Jews — like everyone else — were still figuring out how Facebook can serve their personal or professional needs.

What started out in a college dorm room in 2003 as a way for Harvard students to rate women’s comparative “hotness” (it was then called Facemash) has morphed into a medium for more than 900 million people worldwide to communicate with each other, rally support or opposition, publicize news, make money, flirt and fulminate in ways both profound and mundane about the million and one things happening at any given moment.

For a few in the Jewish community, Facebook’s IPO raises the $64,000 question — or in this case, the $64 billion question: How much of that newly created wealth will go to Jewish causes? The jury is still out on whether Facebook’s Jewish creator, Mark Zuckerberg of Silicon Valley, will turn into a major Jewish giver following the IPO, when the just-turned 28-year-old figures to become one of the richest people in the world.

But the real story of Facebook’s impact on the Jewish world is likely to be more about the ways it is prompting Jews to change the way they think, behave, organize, and even mourn and celebrate, than it will be about Zuckerberg’s tzedakah.

Facebook helped thousands of Israelis coordinate last summer’s socioeconomic protests, the biggest in Israel’s history. The site helped J Street turn from a fledgling, little-known upstart into a broad-based, left-wing alternative to the American Israel Public Affairs Committee.

Most Jewish community institutions, however, haven’t yet figured out how to maximize the potential of Facebook, according to Lisa Colton, president of Darim Online, a Virginia-based company that helps Jewish organizations adapt to the digital age.

Partly, Colton says, that’s because Facebook is inherently threatening to institutions.

“Facebook is about people more than it is about institutions. It supports individuals connecting with and learning from each other,” she said. “It’s a wonderful way for individuals to circumvent institutions.”

Facebook enables users to construct communities organized around areas of interest rather than geography, religious denomination or institution.

When Hindy Poupko Galena and her husband, Seth, began using Facebook to update friends and family about their year-old daughter’s fight against a rare bone marrow disease, a community of sympathizers quickly emerged that included thousands of people who had never met the toddler, Ayelet.

Even now, months after Ayelet’s death in January at age 2, the Facebook-based community, which they call Ayelet Nation, serves as a source of sympathy for the Manhattan family.

“For a girl who only lived two years, it’s very comforting to know that people know her name, and I think that was only possible because of Facebook,” Hindy said.

Whereas many Jewish institutions define their community by who’s inside and who’s out, Facebook offers an opportunity for Jewish community with no boundaries.

“It can take Jewish leaders off their pedestals and get them to interact with real people and real life in a multidimensional way,” said William Daroff, the director of the Washington office of the Jewish Federations of North America, who has more than 3,000 “friends” on the social networking website. “And it’s not just about the Jewish world, but a place for us to talk about our kids and our dogs and the games we like to play and who we really are.”

As Facebook evolves, the Jewish communities it enables will change, too.

“I think it really is analogous to having phone lines, which later enabled faxes and early Internet,” Colton said. “With Facebook, it’s not about what we see and use today, it’s about what [it] makes possible in the future.”


Comments

Posted by JFS Orlando
05/21/2012  at  10:14 AM
Very interesting. Perhaps organizations

Very interesting.  Perhaps organizations need to be open to suggestions and criticism – which most are not – if they have a Facebook presence. Facebook is not a one sided discussion – it functions as a give and take on dialogue between acquaintances.

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