Leadership and Your Social Media Voice

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How does one navigate 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?” This presentation was prepared for for professional educators and lay leaders at the North American Jewish Day School Conference. The presentation reviews how nonprofit and educational executives are using social media, considers uses and strategy for an executive social media presence, and offers a "playbook" for using your own social media voice as an educator.

This session is for professional and lay leaders who have recently engaged in social media, or are considering how to personally use social media in a professional context.

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  • Leadership and Your Social Media Voice

    1. 1. Leadershipand Your SocialMediaVoice North American Jewish Day School Conference Presented by Debra Askanase Community Organizer 2.0 February 5, 2013
    2. 2. Aboutthe presenter Master text styles  Secondlevel • Thirdlevel – Fourth level » Fifth level 2 Community Organizer 2.0 Former executive director, organizer, business consultant Jewish day school parent. Has lived in Houston, Atlanta, Nicaragua, Israel, & Boston debra@communityorganizer20.com Digital Engagement Strategist
    3. 3. Today’s Conversation The SocialContext Today DefiningLeadership SocialNonprofit Execs Drafting Your Playbook Resources
    4. 4. http://mashable.com/2013/01/02/world-leaders-twitter/ 4
    5. 5. Our goals today • The social business climate • Understand what makes online leader • Why leaders should be online • Advantages of a personal social media voice • Translatetraditional leadership into online leadership • Develop your personal socialmedia online playbook 5
    6. 6. Who’s in the room? 1. What position doyou holdin your organization? 6 2. How do you feel about using social media personally, on behalf of your organization? 3. Are you personally currently activelyengaging with your organization’s fanson at least one social media channel?
    7. 7. 7 One real-life social media conundrum
    8. 8. Yourorganization has a milestone anniversary in 2014, and you intend to celebrate it creatively. You arelooking for alumni and donors who have becomeinfluential professionals tointerview (and ask for donations). How willyou findthem? 8 “CallingAll Alumni”
    9. 9. SocialMediaToday Demographics, culture, and social media use
    10. 10. http://blog.nielsen.com/nielsenwire/social/2012/ 10 Where are your alumni? Where are your parents? Where are prospective parents?
    11. 11. http://universalmccann.com.au/global/knowledge/view?Id=226 11 2009 2010 2011 Explosionof Twitter
    12. 12. http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ 12
    13. 13. http://blog.nielsen.com/nielsenwire/social/2012/ 13
    14. 14. …and organizations must change as well
    15. 15. http://blog.nielsen.com/nielsenwire/social/2012/ 15 Users expect to beable to reach peopleand 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 http://www.text100.com/hypertext/2012/12/how-ftse-100-ceos-are-using-social-media/ 16
    17. 17. Leaders are expected to beonlineand receptive • New expectationof“access”toleaders • Desireto “know”leaders • Leaders are expectedto listento theonlinechatter • Leadershiptranscendsthebricksand mortarlocation,extendstoonline locations • VisionandPOVexpectedto besharedwherestakeholdersareaccessible • Beingonline=being“open,”nosocialfootprint=being“closed” 17
    18. 18. Yourfooterhere 18
    19. 19. 19 What are you giving up, gaining, learning? By being inthe publiceye…
    20. 20. 20 Reasons to be online:what youneedfrom them • Recruitment – fill seats! • Develop parent/community partnerships • Develop the school’s reputation online => reach • Communicate directly with people • Share your vision and direction • Create relationships with parents and alumni • Be aware of conversations you need to know about • React quicklyto potential trouble
    21. 21. Leadership isn’t just YOUat yourorganization 21 Who shouldbe social?
    22. 22. (Re)DefiningLeadershipfor the Online Space
    23. 23. Organizational leadership qualities • Establishesa clear vision • Shares vision • Provides the knowledge/info to achieve the vision • Balancesinterests to achieve vision • Leads in times of crisis 23
    24. 24. Characteristicsof onlineleaders Community Organizer 2.0 24 Network Weaver Knowledge Hub Critical success qualities
    25. 25. http://www.networkweaver.com/?page_id=18 25 “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
    26. 26. Network weaverqualities 26 • Reachesouttoanyandallwhoare interested,primarilyonline • Considersthemselvespart ofa larger networkofindividuals,organizations, andcommunities • Isa collaboratoratheart • Fluencywithsocialmediatoolsandculture • Embracestransparency(evenwhenfailing) • Givescontrolovertothegroupeasily • Givemore creditthantheytake • Mostinterestedinothers’ideasthantheir own
    27. 27. Network weavertachles 27 • Withwhomdoyouwanttoconnect? • Thinkaboutwhatnetworksmake sensetoconnectwith:education,Jewish, tech,educhat,jedchat,educon. • Findtheconversationsthatexist:Twitterchats(#jedchat),Twittersearch, FacebookGroups,YahooGroups,Pinterestboards,etc. • Connectina real way!Askquestionsofthem,introducepeople,start conversations,learn, findoutaboutnewideas. • Invitepeopleinusingfrontandbackchannels:tagpeople,emailthem,send directmessagesandask themtobecomepartofconversations • Share, share,andgivecreditsomemore
    28. 28. Yourfooterhere 28
    29. 29. Yourfooterhere 29
    30. 30. Community Organizer 2.0 30 The Knowledge Hub Curator of quality content Thoughtful opinions Consistent content producer 80:20 rule content rule
    31. 31. Knowledge Hubtachles 31 • Thinkaboutwhatyouwanttotalkabout(2topicsofinterest) • Thinkaboutwhatnetworksmake sensetolearnfrom:education,Jewish, tech,etc. • Sourceyourcontent:setupRSS feeds,Twittersearches,your“gotoblogs,” Scoop.ittopics,etc. • Curateopenlyforothers tosee:a Scoop.ittopic,a blogroundupofthebest oftheweb,socialbookmarksonEvernote/Delicious,etc. • Shareothers’content,shareyourown. • Share,share,andgivecreditsomemore
    32. 32. TaraSmith: SeattleWorks 32
    33. 33. Yourfooterhere 33
    34. 34. (Re)DefiningOnline Leadership 34 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
    35. 35. 35 *Based on Humanize, by Maddie Grant andJamieNotter Transparent Trustworthy Generative Conversational Willingness to be YOU Critical success qualities*
    36. 36. 36 Transparent Trustworthy Generative Conversational Willing to be YOU
    37. 37. This can result in onlineinfluence http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence 37
    38. 38. Yourfooterhere 38
    39. 39. 39 *Based on Humanize, by Maddie Grant andJamieNotter Who are network weavers in your community? Who are the knowledge hubs in your community?
    40. 40. GettingPersonal with SocialLeadership Educators engaging personally, one post at a time
    41. 41. 41
    42. 42. 42
    43. 43. 43
    44. 44. Yourfooterhere 44 Professional versus personal Twitter
    45. 45. Yourfooterhere 45
    46. 46. Chevrutatime 1. Name one external or internal issues facingyour school today. How could using your social media voice play a part in them? OR 2. Name one upcoming organizational challenge, and how you plan to use online leadership as a tool for working through it. 46
    47. 47. ThePlaybook
    48. 48. 48 Choosetwo guidingqualities and/or styles Network weaver Knowledge hub Transparencycontinuum Customer service – or not? Willingnessto be YOU
    49. 49. Exactly howpersonal?? You entirely Your interests + your professional voice Your professional voice + your interests The distanced professional 49 Would a parent read it and cringe? Are you able to truly converse? © 2013Community Organizer 2.0
    50. 50. Determine your primary conversation topics 50
    51. 51. Knowwho youwant to connectwith most, and why 51 • Parents • Teachers • Students • Alumni • Donors • Other schools • Your learning community • Your peers
    52. 52. Choosewhereyou should be 52 Pick one channel to start
    53. 53. 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 willyou want to invest your leadership online this year? For how many hours a week? 53 CommunityOrganizer2.0
    54. 54. Is that all there is?? 54 Well….yes! Plus a willingness to experiment, give yourself time to learn, try, and try again. And don’t forget: Have fun!
    55. 55. 55 One more real-life social media conundrum
    56. 56. “They LoveYou,They Hate You” A select group of your older students have created a Twitter account called “@myschoolproblems” and the hashtag #schoolprobs to identify tweets about problems at their school. You don’t know who it is, but you can tell what grade they are in by who the account is following on Twitter. They have 122followers before you find out about it. You have a Twitter account, a personal Facebook Page, anda Head of School blog. How will you respond? 56
    57. 57. Resources
    58. 58. 58 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
    59. 59. Yourfooterhere 59 The full personalsocial mediaplaybook 1. Name threethingsthatyouare passionateaboutrelatedtoyourschool. 2. Whatwillyourconversationsonlinebeabout? 3. Name threeaudienceswithwhomitisimportanttoconnectregularly a. Name one more that you should connect with b. Name one you want to connect with 4. What arethethree onlinequalitiesyou’llexhibit? 5. Inwhichchannelswillyouwanttoinvestyourleadershiponlinethisyear? For howmany hoursa week? © 2013 Community Organizer 2.0
    60. 60. Resources • http://mashable.com/2011/12/02/social-ceo-infographic/ • http://www.slideshare.net/IFslideshares/the-state-of-social-media-2012 • http://www.slideshare.net/Altimeter/the-rise-of-digital-influence • http://www.slideshare.net/birddogb2b/social-media-for-bloody-important-senior-executives • http://www.slideshare.net/SM4nonprofits/sarah-durham-bigduck-social-media-for-nonprofit-ceos • http://mashable.com/2011/09/20/kiva-matt-flannery-social-media/ • http://edudemic.com/2012/10/10-real-world-ways-schools-social-media/ • http://www.clickz.com/clickz/news/2233182/consumers-prefer-to-do-business-with-social-brands • TheNetworkedNonprofit, by Allison Fine and Beth Kanter • http://www.peje.org/index.php/the-virtual-assembly • http://www.peje.org/index.php/archive/87-virtual-assembly-sustained/virtual-assembly/222-social-media- mentsch • http://www.peje.org/index.php/archive/87-virtual-assembly-sustained/virtual-assembly/207-10-great- reasons 60
    61. 61. Jewish EdTwitterlists and chats • http://darimonline.org/ • #jedchat–9pmETWed – http://jedchat.wikispaces.com/ • http://pinterest.com/miriamjayne/the-connected-educator/ • https://twitter.com/lookstein/jewish-eds-4(Jewisheducators,schools,and orgs onTwitter) • https://twitter.com/lookstein/jewish-ed-tech(tech-savvyJewisheducators) • https://twitter.com/DarimOnline/jewisheducators • https://twitter.com/PEJEjds/jewish-education 61
    62. 62. 62 Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!

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