You Don’t Need More Moments. You Need a Better Way to Share Them.
- Rochie Popack
- 3 days ago
- 3 min read
Yesterday was the Dodgers parade in LA celebrating their big win in the world series.
Full disclosure: I am a Yankees fan. I grew up in New York, and the sound of “The Yankees win!” still echoes somewhere in my childhood memory.
As luck would have it, I had an errand that brought me to LA amid the parade's chaos and traffic. Driving on the 101 that morning, the overpasses were packed with fans waving signs, blue jerseys, and pure joy. People cheering for cars they didn’t know, celebrating something bigger than themselves. Even later that day, back in Orange County — Angels territory — you could feel it. Dodgers shirts everywhere. That same joy.
There was something beautiful about it, and it wasn’t about baseball at that point; it was about belonging, pride, identity, and shared joy.
And right away, it made me think of social media.
Not the “content strategy” version we all get stressed about. The human version.
Social media is that wave from the parade and the joyful connection that says: “Look what we’re celebrating. If you were here, you’d feel this too.”
It’s quick.
It’s emotional.
It’s an invitation, not an explanation.
And that is where so many Jewish organizations get stuck.
We Already Have The Moments within our Jewish organizations.
Every Jewish organization has stories unfolding throughout the day.
A preschooler rolling Play-Doh with deep concentration
Someone lighting Shabbos candles with pride
Teens packing meals for families in need
Women braiding challah, sharing life in between folds
A Torah class is ending, but two people stay to learn just a little bit more.
None of it staged. None of it manufactured. Just authentic Jewish life happening showcases the experience of belonging, learning, connection, and meaning.
We capture these moments — sometimes with one quick photo — and save them for the weekly email. We hope they carry the feeling. Not because the moment isn’t powerful. Not because the mission isn’t deep, but because how do you explain a feeling?
When We Send a Newsletter
A weekly school Blog, email, or Chabad Shabbos update goes to people already inside.
They chose us.
They trust us.
They want to know what happened, what’s coming, what their child learned, and what’s next.
So when they read: “This week we explored sensory play and strengthened early writing skills,” they feel: reassurance, alignment, gratitude for thoughtful educators and leaders, and confidence in their choice. Because the goal of a newsletter is to anchor the community, affirm its value, strengthen its commitment, and remind your audience they are in the right place—and here’s why.
When We Post on Social
Instagram isn’t speaking to the people who already read every word of your newsletter. It’s talking to the people looking in.
Think of that parade again.
The people marching? They’re already part of it. The people on the sidewalk? They are watching, sensing, deciding: “Is this me? Do I feel connected to this?”
Instagram gives you two seconds to answer that quietly: Here’s what it feels like here.
Not a whole curriculum explanation. Not a weekly report. Just enough to spark recognition and belonging.
Social Media is no less meaningful. It is just a different doorway into the same story.
A Practical Step to start promoting on Instagram
This week, choose one real moment.
Ask:
For your newsletter: What happened, and why does it matter?
For Instagram: What does this moment feel like to someone looking in for the first time?
Try it once and you will feel the shift immediately.
When you share your story in the way each space understands, you do not need to push or convince. You give people a moment to recognize what you already feel every day: This is a place worth being.
In your newsletter, you honor the people already walking with you.
On social, you wave to the ones passing by.
And then something beautiful happens. Someone waves back. They take a step closer and start to see themselves in your story, and that is how they go from standing on the sidewalk to walking in the parade with you.
They feel the pride.
The warmth welcomes them.
They sense the meaning.
And soon enough… they are happy to be in your newsletter, too.
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