Beloit College marks the start of each new academic year by releasing its annual "mindset list," a compilation of cultural norms that describes what incoming freshmen have or have not experienced, helping academics understand the societal trends that may have shaped them. The 2012 freshman stands out for having grown up in a digital age where “they have always lived in cyberspace, addicted to a new generation of ‘electronic narcotics’” and in which they “can always get their news on Youtube.”

For Chabad on Campus’ representatives, these trends are a call to action. One of their key goals is to personally engage with students and encourage them to seek a deeper understanding and commitment to their Judaism. In today’s social media maelstrom, with limited face-to-face interaction, campus shluchim are quickly recognizing the changing demographic and are implementing innovative tech tools to attract the 2012 college student.

“We are using Facebook, Twitter, Youtube, and texting, everything possible to connect with our students,” says Rabbi Mordechai Touger, of Chabad at Duke University. “Our phones are literally the portal to reaching them – there is no other way.”

Instant Communication

Mrs. Keren Blum, Chabad representative at Columbia University, who sends out upwards of 5000 texts a month, agrees. “Students always respond to texting. Our students are on an Ivy League schedule and aren’t always able to pick up the phone in class but a short text does not have the commitment of a phone conversation and is efficient and easy to respond to.”

Today there is a Google-phenomenon, where if a person can find it easily online, he or she will quickly forget the information. Digital tools allow campus shluchim to notify and remind students of Shabbat candle lighting times, the next Lunch and Learn event, or the dates of the high holidays. With a bustling calendar of events, classes, and projects, they often create Facebook events which do all the work for them.

“We took a survey during our last Sinai Scholars event,” Touger said. “When asked how they heard about our programming, 90% said they found it on Facebook.”

“There is a need for multiple vehicles of communication,” stresses Blum. “A person requires seven points of contact for whatever it is that we are advertising to get into their consciousness – whether it’s a flyer, Facebook event, text message, or tweet.”

The Real-Life Connection

Blum, who has been active at Columbia for the past 15 years, has seen firsthand the development of social media as a vital tool in relationship development with her students. “When we first started out we were handing out 8 ½” by 11” notecards as we stood by a table with a sign-up mail list. A lot has changed since then. Facebook first came out it in the Ivy Leagues. We instantly recognized it as an invaluable tool; it is what we had always needed. Today I go on my Facebook to check up on what is going on in my students’ lives. I see when a birthday is coming up or if someone is under the weather. I can then send out a care package or a bowl of hot soup.”

It is then when the digital presence translates into a real life relationship that the magic happens. “Those gestures speak volumes.”

Memes with Meaning

Competing for college student’s attention on the internet has spurred some campus reps to get creative. Internet memes and fads flood the social media waves from time to time some Chabad campus centers have created their own versions to show students that they too are a part of pop culture’s conversation. To promote the 4th Annual Texas Intercollegiate Shabbaton, a few Texan rabbis videoed their own version of the popular “stuff _____ say” with “Stuff Chabad Rabbis Say” which has nearly 40,000 hits on Youtube to date.

“The dream is for it to go viral and bring more awareness to our presence on campus,” says Touger. “Kids should know about us and think ‘Hey that Rabbi is cool and knows what’s up. Let me go check Chabad out.’ We want to create a comfortable place for students where we can help them explore Judaism in their own language, even if it is in shortened text-talk.”

Constantly Developing

Campus representatives are also taking advantage of newly available apps to reach their Smartphone-reliant crowd. The Tefillin app, developed by New York based the Saber Team, contains everything needed for helping people put on Tefillin on the spot, along with the blessings in 7 languages. The app is a hit with students on campus and has become a popular downloaded app worldwide, already reaching Israel’s Top 30 apps in the education category.

Rabbi Moshe Plotkin, Chabad Rabbi of New Paltz State University of New York, is eager to utilize digital technology in his work, whether its Google e-chat, Facebook or even writing his own QR codes.

“Before the semester started, we had e-board meetings for our student representatives on Google hangout where all the students could see and hear each other. It was like something out of a CIA movie! We are hoping to soon have new students we meet just enter their email address and cell number on a tablet, automatically syncing with our database. QR codes are also exciting, because the students can just come by and snap with their iPhone or android and automatically get to our website.”

The Personal Touch

Despite the ease of reaching so many people through these modern tech tools, campus shluchim are wary of overdoing it. With all the recruiting, invites, messages, and events, they know that unless they personalize it, it goes straight to the spam folder.

“So many other student organizations mass-email, and students don’t feel a responsibility to show up or respond.” Touger said. “I don’t want Chabad’s message to be lost in the shuffle and have them tune me out. I am very careful to personalize my messages with the students’ names because then they know that I thought about them and sent it to them alone.”

And the extra effort works, as Mike S., a senior with an economics major at the University of North Carolina said. “My favorite part of the day is when I receive a text message from my Rabbi with a reminder for tefillin and a one-liner reminding me why I put them on.”

The digital interaction finally pays off when after 10-20 chats online, a student comes to find out more in person. “The entire time my efforts are concentrating on bringing the students in so that I can teach one more Judaic studies class, or have one more one-on-one discussion of Jewish philosophy,” Touger said.

“That’s when all the work pays off and all the digital connecting stops. When I’m meeting with a student, he becomes the most important thing. I turn my phone off and focus on giving him 100% of my attention.”