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Developing Your Social Media Voice and Online Leadership


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This presentation offers an "online playbook" for how to take your leadership online, and what that might look like personally. Within the presentation are examples, theoretical frameworks, and resources for nonprofit executive directors and other high-level staff who want to use social media personally to further the mission of their organization and translate their leadership online.

• What is “online leadership”
• How to translate traditional leadership into online leadership
• Create your own personal social media playbook

Published in: Technology
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Developing Your Social Media Voice and Online Leadership

  1. 1. Developing Your Social Media Voice Taking Leadership Online Presented by Debra Askanase Community Organizer 2.0 March 20, 2013
  2. 2. About the presenter Master text styles  Second level • Third level – Fourth level » Fifth level 2 Community Organizer 2.0 Former executive director, organizer, business consultant Mom, entrepreneur, lifelong fan of mission- based orgs. Has lived in Houston, Atlanta, Nicaragua, Israel, & Boston Digital Engagement Strategist
  3. 3. Today’s Conversation The Social Context Today Defining Leadership Social Nonprofit Execs Drafting Your Playbook Resources
  4. 4. 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 4
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  6. 6. Poll: who’s in the room? Q1: What position do you hold in your organization? 6 Q2: Are you personally currently actively engaging with your organization’s fans on at least one social media channel?
  7. 7. 7 One real-life social media conundrum
  8. 8. “They Love You, They Hate You” A select group of your organization’s clients (or students, or members) have created a Twitter account called “@myorgproblems” and the hashtag #orgprobs to identify tweets about problems at the organization. You don’t know who it is, but the account has 122 Twitter followers before you find out about it. You have a Twitter account, an extremely private, personal Facebook Page, and the organization has a blog and Linkedin company page. How will you respond? 8
  9. 9. Social Media Today Demographics, culture, and social media use
  10. 10. 10 Where is your clientele? Where are your volunteers? Where are prospective donors?
  11. 11. 11 2009 2010 2011 Explosion of Twitter
  12. 12. 12
  13. 13. 13
  14. 14. …and organizations must change as well
  15. 15. 15 Users expect to be able to reach people and organizations socially
  16. 16. Culture shift: Social CEOs create trust “82% of people are more likelyto trust a company whose CEO and leadership team engage with social media.” and “86% of people rated CEO social media engagement assomewhat important, very important or mission critical.” - BRANDfog CEOSocial Media Leadership Survey 16
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  18. 18. Leaders are expected to be online and receptive • New expectationof“access”toleadersand org staff • Desireto “know”leaders andstaff • Leaders are expectedto listento theonlinechatter • Leadershiptranscendsthebricksand mortarlocation,extendstoonline locations • VisionandPOVexpectedto besharedwherestakeholdersareaccessible • Beingonline=being“open,”nosocialfootprint=being“closed” 18
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  20. 20. Yourfooterhere 20
  21. 21. Yourfooterhere 21
  22. 22. 22 What are you giving up, gaining, learning? By being in the public eye…
  23. 23. 23 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 quicklyto potential trouble
  24. 24. Leadership isn’t just YOU at your organization 24 Who should be social?
  25. 25. (Re)DefiningLeadershipfor the Online Space
  26. 26. 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 26
  27. 27. Characteristics of online leaders Community Organizer 2.0 27 Network Weaver Knowledge Hub Critical success qualities
  28. 28. 28 “A Network Weaver is aware of the networks around them and explicitly works to make them healthier, more inclusive, bridging divides.” – June Holley The Network Weaver
  29. 29. Network weaver qualities 29 • 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
  30. 30. Network weaver – brass tacks 30 • 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
  31. 31. Yourfooterhere 31
  32. 32. Yourfooterhere 32
  33. 33. Community Organizer 2.0 33 The Knowledge Hub Curator of quality content Thoughtful opinions Consistent content producer 80:20 rule content rule
  34. 34. Knowledge Hub – brass tacks 34 • 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.
  35. 35. Tara Smith: Seattle Works 35
  36. 36. Yourfooterhere 36 …or create your own leadership combination
  37. 37. (Re)Defining Online Leadership 37 Definition of Leadership Online translation Establishing a vision Talk about your vision and POV, connect with others who share similar visions Sharing a vision Connect with stakeholders, influencers, like-minded others Providing knowledge Produce your own content, share others’ related to your POV Balancing interests Transparency, generosity, trustworthiness, sharing vision Stepping up in times of crisis Build an engaged following who will listen and share when needed
  38. 38. 38 *Based on Humanize, by Maddie Grant andJamieNotter Transparent Trustworthy Generative Conversational Willingness to be YOU Critical success qualities*
  39. 39. 39 Transparent Trustworthy Generative Conversational Willing to be YOU
  40. 40. This can result in online influence 40
  41. 41. 41 Who are network weavers in your community? Who are the knowledge hubs in your community?
  42. 42. GettingPersonal with SocialLeadership
  43. 43. Yourfooterhere 43 Professional versus personal Twitter
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  45. 45. ThePlaybook
  46. 46. 46 Choose two guiding qualities and/or styles Network weaver Knowledge hub Transparency continuum Customer service – or not? Willingness to be YOU
  47. 47. Exactly how personal?? You entirely Your interests + your professional voice Your professional voice + your interests The distanced professional 47 Would your mom read it and cringe? Are you able to truly converse? © 2013Community Organizer 2.0
  48. 48. Determine your primary conversation topics 48
  49. 49. Know who you want to connect with most, and why 49 • Members, clients, students • Alumni, past participants • Volunteers • Donors • Other similar organizations • Your learning community • Your peers
  50. 50. Choose where you should be 50 Pick one channel to start
  51. 51. 51 Listening tips • Set up Google alerts for your name, your organization’s name, your staff, your programs, and your industry • Create Twitter listsand groups of those who are sharing good content • Create RSS feeds for content • Have an ongoing search your Twitter app for keywords
  52. 52. Resource: Writing your playbook 1. 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 regularly 4. In which channels will you want to invest your leadership online this year? For how many hours a week? 52 CommunityOrganizer2.0
  53. 53. Is that all there is?? 53 Well….yes! Plus a willingness to experiment, give yourself time to learn, try, and try again. And don’t forget: Have fun!
  54. 54. 54 One more real-life social media conundrum
  55. 55. Your organization has a milestone anniversary in 2014, and you intend to celebrate it creatively. You are looking for alumni and donors who have become influential professionals to interview (and ask for donations). 55 “Calling All Alumni” How will you find them? What do you need to have in place to connect with them?
  56. 56. Resources
  57. 57. Resources • • • • • • executives • • • • social-brands 57
  58. 58. 58 Email: Website: Blog: Linkedin: Twitter: @askdebra Other slides: Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!