A "McKinsey Study" on the Jewish Web

A “McKinsey Study” on the Jewish Web
by Mark Pearlman

...In the education/information category there are a number of strong sites, with Chabad emerging as a brand leader. Chabad’s main website consistently serves as an example of what a successful educational/informational Web presence can look like. Over the past year its traffic rose by 37 percent and is now significantly above the other sites studied. In contrast, the Web presence of other religious movements – Reform, Conservative and Orthodox Judaism – was much poorer, though OU.org does moderately well.

Jewish educational and informational sites are also taking advantage of social media – with My Jewish Learning’s “jewlearn” Twitter account and Aish’s YouTube presence as successful examples – but none has a more focused brand across social media than Chabad. Chabad has leveraged its international identity in coordination with its local chapters to create a social web experience that is both down on a local level and part of something “larger.” The result is quite compelling...

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