The Menorah as a Social Object
My mind has been so full of work and other events that I have not written anything really about Hanuka.
Hanuka is an extremely social holiday. To the point where the rabbinic texts talk at length about the placement of the Menorah (modern Hebrew: Hanukiah). Let me explain: According to the rabbis, the point of Hanuka is to commemorate the miracle that happened, that the Jews were able to reconsecrate the Temple, and that the oil lasted for 8 nights, instead of one. [Please note that I have actually studied the Judeo-Hellenistic literature from the period, and it is fascinating; but this post is primarily about the rabbinic view on the holiday, as this is an analysis of how a religion deals with a social object. (I hope that I am using this term correctly...)] Therefore, the rabbis decreed that Jews should light a commemorative object (the Menorah/Hanukia) for the 8 nights.But the buzzword in the rabbinic texts is "Advertising the Miracle". The object must be placed in a location that passerby on the street can see it, it can not be hidden in a closet. It cannot be on too high a floor, unless people within the establishment can see it. It should be lit at dusk, a time when there are still many passerby on the street, but it is dark enough to see lights in a window. In short, they transfer the spirit of the law (getting people to see the commemoration for the miracle) into the letter of the law (the details where/when/how it should be lit).Moreover, there are laws concerning families lighting, and how they should spend 1/2 hour sitting in the room with the lights. Not working, not running around. Simply sitting. Everyone. No one should be cooking or anything. If you ever have seen a family or friends lighting together, you can experience true camaraderie. People sing songs, exchange gifts (or give money to children), and just enjoy each other's company. The social object has importance for active creators and also for the passive receivers.And this is something that is oft forgotten.A true social object should have a combination of broadcasting and conversation. An example: What makes a blog post successful? I would like to say, only if it starts a conversation. If 1 million people read a post, but no one spoke about it, responded to it, or berated it, what is it worth? The author did an excellent job at the marketing (getting 1 million readers is no easy task), but didn't move anyone enough to do anything.On the flip side, almost anyone would admit that they would rather 1 million readers than 20 readers who all left comments.Who knows: maybe all million people had long conversations about the post offline, but we can never know. I personally would enjoy a fraction of that readership with a decent percentage of the readers who leave comments.At a Hanuka tweetup in Tel Aviv last night, I discussed a social business model with a friend of mine, Naor Mark. He asked me one question: What is the ROI?
Page views don't provide a return. Page views don't provide value. Only the conversation does. On Hanuka, we discuss internally but broadcast externally. The external broadcasting also allows for the randomness factor of an outsider joining in the celebration (upon seeing the lights). The objects we create for social discussion online must follow the same framework.
We must be realistic: Not everyone will comment (nor will everyone knock on my door and comment how beautiful the lights in my window are ). But we must be able to encourage some group to react. We must build communities that it is important for them to react, and write content that requires reaction. Social media is more than just about content, it is also about community. Both aspects must go hand in hand. A social solution should result in something that provides value for every type of user.Take this as you may. Think of your own examples and let me know what you think. Have a really happy holiday, whether it is Hanuka, Christmas, Kwanzaa, Solstice or Festivus.
