How do you teach an 800-year-old organization to use social media? This week on Driving Participation, Bill Skowronski, director of marketing for the Central Dominican Friars and founder of Constellation, joins in to talk about how he has helped an old organization see the benefits of using new media. For Skowronski, it comes down to strategy. Implementing a weekly video series, Skowronski has helped the Dominican Friars gain a larger following on social media and embrace tools they hadn't used before. He and Beth talk about creating content that appeals to a very specific audience and thinking about the services you offer in terms of what the world needs from your organization.