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Taking Leadership Online: Developing Your Personal Social Media Voice
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Taking Leadership Online: Developing Your Personal Social Media Voice


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How should you navigate the personal and professional boundaries in the world of social media, and what does that mean for your leadership? How does the social media buzzword “transparency,” translate …

How should you navigate the personal and professional boundaries in the world of social media, and what does that mean for your leadership? How does the social media buzzword “transparency,” translate into “leadership?” In this webinar, we will consider how nonprofit executive directors and other staff use social media personally to further the mission of their organization and translate their leadership online.

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  • @dmalley I just put up a link in the comments. Usually the videos are available for the sessions, by the end of the week. I hope this helps.
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  • 1. Taking Leadership Online: Developing Your Personal Social Media Voice Debra Askanase March 20, 2013A Service Of: Sponsored by:
  • 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  • 4. Today’s Speaker Debra Askanase Founder and Engagement Strategist Community Organizer 2.0Assisting with chat questions: Founding Director of Nonprofit Webinars and Host:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  • 5. Developing Your Social Media Voice Taking Leadership OnlinePresented byDebra AskanaseCommunity Organizer 2.0 March 20, 2013
  • 6. About the presenter Former executive director, organizer, businessMaster text styles consultant  Second level • Third level Mom, entrepreneur, – Fourth level lifelong fan of mission- » Fifth level based orgs. Has lived in Houston, Atlanta, Nicaragua, Israel, & Boston Digital Engagement Strategist 6 Community Organizer 2.0
  • 7. Today’s ConversationThe Social Context Today Defining Leadership Social Nonprofit Execs Drafting Your Playbook Resources
  • 8. 8
  • 9. Our goals today• The social business climate• Understand what makes online leader• Why leaders should be online• Advantages of a personal social media voice• Translate traditional leadership into online leadership• Develop your personal social media online playbook 9
  • 10. Poll: who’s in the room?Q1: What position do you hold in your organization? Q2: Are you personally currently actively engaging with your organization’sfans on at least one social media channel? 10
  • 11. One real-life socialmedia conundrum 11
  • 12. “They Love You, They Hate You”A select group of your organization’s clients (or students, or members) have created aTwitter account called “@myorgproblems” and the hashtag #orgprobs to identifytweets about problems at the organization.You don’t know who it is, but the account has 122 Twitter followers before you findout about it.You have a Twitter account, an extremely private, personal Facebook Page, and theorganization has a blog and Linkedin company page. How will you respond? 12
  • 13. Social Media TodayDemographics, culture, and social media use
  • 14. Where is your clientele? Where are your volunteers?Where are prospective donors? 14
  • 15. Explosion of Twitter 2009 2010 2011 15
  • 16. 16
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  • 18. …and organizationsmust change as well
  • 19. Users expect to be able to reach people and organizations socially 19
  • 20. Culture shift: Social CEOs create trust“82% of people are more likely to trust a company whose CEO andleadership team engage with social media.” and“86% of people rated CEO social media engagement as somewhat important,very important or mission critical.” - BRANDfog CEO Social Media Leadership Survey 20
  • 21. 21
  • 22. Leaders are expected to be online and receptive• New expectation of “access” to leaders and org staff• Desire to “know” leaders and staff• Leaders are expected to listen to the online chatter• Leadership transcends the bricks and mortar location, extends to online locations• Vision and POV expected to be shared where stakeholders are accessible• Being online = being “open,” no social footprint = being “closed” 22
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  • 26. By being in the public eye… What are you giving up, gaining, learning? 26
  • 27. Reasons to be online: what you need from them• Recruitment• Develop community partnerships• Develop the organization’s online => reach• Communicate directly with people• Share your vision and direction• Create relationships with peers• Be aware of conversations you need to know about• React quickly to potential trouble 27
  • 28. Leadership isn’t just YOU at your organization Who should be social? 28
  • 29. (Re)Defining Leadership for the Online Space
  • 30. Organizational leadership qualities• Establishes a clear vision• Shares vision• Provides the knowledge/info to achieve the vision• Balances interests to achieve vision• Leads in times of crisis 30
  • 31. Characteristics of online leadersNetwork Weaver Knowledge Hub Critical success qualities 31 Community Organizer 2.0
  • 32. “A Network Weaver is aware of thenetworks around them and explicitlyworks to make them healthier, more inclusive, bridging divides.” – June HolleyThe Network Weaver 32
  • 33. Network weaver qualities• Reaches out to any and all who are interested, primarily online• Considers themselves part of a larger network of individuals, organizations, and communities• Is a collaborator at heart• Fluency with social media tools and culture• Embraces transparency (even when failing)• Gives control over to the group easily• Give more credit than they take• Most interested in others’ ideas than their own 33
  • 34. Network weaver – brass tacks• With whom do you want to connect?• Think about what networks make sense to connect with: what sectors are you in? Where is your audience?• Find the conversations that exist: Twitter chats, Twitter search, Facebook Groups, Yahoo Groups, Pinterest boards, etc.• Connect in a real way! Ask questions of them, introduce people, start conversations, learn, find out about new ideas.• Invite people in using front and back channels: tag people, email them, send direct messages and ask them to become part of conversations• Share, share, and give credit some more 34
  • 35. 35Your footer here
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  • 37. Curator of quality content Thoughtful opinionsConsistent content producer 80:20 rule content ruleThe Knowledge Hub 37 Community Organizer 2.0
  • 38. Knowledge Hub – brass tacks• Think about what you want to talk about (2 topics of interest)• Think about what networks make sense to learn from, and find the best sources.• Source your content: set up RSS feeds, Twitter searches, your “go to blogs,” topics, etc.• Curate openly for others to see: a topic, a blog roundup of the best of the web, social bookmarks on Evernote/Delicious, etc.• Share others’ content more than you share your own. 38
  • 39. Tara Smith: Seattle Works 39
  • 40. …or createyour ownleadershipcombination 40 Your footer here
  • 41. (Re)Defining Online LeadershipDefinition of Leadership Online translationEstablishing a vision Talk about your vision and POV, connect with others who share similar visionsSharing a vision Connect with stakeholders, influencers, like-minded othersProviding knowledge Produce your own content, share others’ related to your POVBalancing interests Transparency, generosity, trustworthiness, sharing visionStepping up in times of crisis Build an engaged following who41 will listen and share when needed
  • 42. Critical success qualities* Transparent Trustworthy Generative Conversational Willingness to be YOU 42*Based on Humanize, by Maddie Grant and Jamie Notter
  • 43. Transparent Trustworthy Generative ConversationalWilling to be YOU 43
  • 44. This can result in online influence 44
  • 45. Who are network weavers in your community?Who are the knowledge hubs in your community? 45
  • 46. Getting Personal with Social Leadership
  • 47. Professional versus personal Twitter 47Your footer here
  • 48. 48
  • 49. The Playbook
  • 50. Choose two guiding qualities and/or styles Network weaver Knowledge hub Transparency continuum Customer service – or not? Willingness to be YOU 50
  • 51. Exactly how personal?? Your Your interests + The professional You entirely your distanced voice + your professional professional interests voiceWould your mom read it and cringe? Are you able to truly converse? 51 © 2013 Community Organizer 2.0
  • 52. Determine your primary conversation topics 52
  • 53. Know who you want to connect with most, and why• Members, clients, students• Alumni, past participants• Volunteers• Donors• Other similar organizations• Your learning community• Your peers 53
  • 54. Choose where you should bePick one channel to start 54
  • 55. Listening tips• Set up Google alerts for your name, your organization’s name, your staff, your programs, and your industry• Create Twitter lists and groups of those who are sharing good content• Create RSS feeds for content• Have an ongoing search your Twitter app for keywords 55
  • 56. Resource: Writing your playbook1. Name three things that you are passionate about related to your school.2. What will your conversations online be about?3. Name three audiences with whom it is important to connect regularly4. In which channels will you want to invest your leadership online this year? For how many hours a week? 56 Community Organizer 2.0
  • 57. Is that all there is?? Well….yes! Plus a willingness to experiment, give yourself time to learn, try, and try again.And don’t forget:Have fun! 57
  • 58. One more real-life social media conundrum 58
  • 59. “Calling All Alumni”Your organization has a milestone anniversary in 2014, and you intend to celebrate itcreatively.You are looking for alumni and donors who have become influential professionals tointerview (and ask for donations). How will you find them? What do you need to have in place to connect with them? 59
  • 60. Resources
  • 61. Resources•••••• executives•••• with-social-brands 61
  • 62. I’m always happy to answer follow-up questions!Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: @askdebraOther slides: (617) 682-2977 62
  • 63. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: