The Four Species of Social Media for Jewish Organizations

Jewish organizations don’t have one “ideal profile.” Our communities are built of every kind of Jew, each with their own connection point. Just like the mitzvah of lulav and etrog is only complete when all four are held together, our marketing is only complete when our storytelling reflects all four kinds of people we serve.

What’s more complex than running a packed calendar of programs?

Sharing it in a way that actually connects online.

I hear it all the time: “We work so hard to reach every kind of Jew. Women’s circles, Shabbat dinners, holiday programs, classes, kids’ events… but when it comes to posting online, it all feels scattered. We don’t know what to prioritize or how to show the value of everything we do.”

The truth? You’re not failing. You’re doing exactly what Jewish life demands: building a table where every type of Jew feels welcome.

Why “One ICP” Doesn’t Fit Jewish Life

In marketing, people talk about ICP — the Ideal Customer Profile. Define your one perfect audience, they say, and focus on them.

But Jewish life doesn’t work that way. We don’t have one “ideal.” We have more.

The lulav, etrog, hadas, and aravah remind us that every kind of Jew belongs. The mitzvah is only fulfilled when all four are bound together.

Your Programs Already Reflect the Four Species

Your work already reflects that. You create programs to meet the different needs in your community, depth, belonging, kindness, and creativity. The challenge is to ensure that your posts reflect the same diversity of connection.

People Want to See Themselves in Your Posts

You don’t just want people to see an event.

You want them to feel: “That’s for me.”

The mom scrolling at carpool pickup.

The dad curious about learning.

The young adult craving connection.

The elder looking for tradition.

They all want something different. And the good news is: you already provide it.

Rotate Your Storytelling Online

The key is to tailor your storytelling online so that each type sees itself reflected in your feed.

Here’s a simple way to check your balance:

Rotating Your Social Media Touchpoints

• Children & Families → posts showing joy, discovery, belonging

• Adults Seeking Depth → Torah classes, meaningful takeaways, holiday prep.

• Community of Kindness → food drives, mitzvah projects, acts of care

• Culture & Creativity → art nights, women’s circles, music, food experiences

• Tradition & Services → Shabbat, holidays, lifecycle moments

• Welcome & Belonging → warm invitations, new faces, behind-the-scenes

Don’t aim to cover all six every week. But over a month? Rotate. Ensure that your online story matches the fullness of your in-person story.

Marketing as a Doorway, Not an Announcement Board

The lulav and etrog remind us: no one kind of Jew is enough on their own. And your community isn’t, either. The strength is in bringing them together.

Your programs already speak to every kind of Jew. The work is there, the impact is real.

The next step is to ensure that your marketing reflects the same truth, not just by announcing what’s happening, but by showing the belonging, the connection, and the meaning behind it.

Because that’s the power of marketing done with intention: it’s not an announcement board.

It’s a doorway into what you offer, who your community is, and the Jewish values you reflect - so every Jew could find their place at home.