Creating A Leadership Profile for Your Nonprofit CEO


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    Creating a Thought Leadership Profile Online

    Building your authentic leadership voice online (Beth Kanter)
    Why build a thought leadership profile online: learning, amplify brand messages, reach different audience, flexibility, enhance work already doing
    Organization communication vs leader communication
    Styles of engaging online
    Tips to build your online leadership
    Handoff to Bruce Lesley
  • Why build a thought leadership profile online:

    In age of social media, social change is increasingly network centric. It means communications, connections, and relationship building is increasingly person to person as well as organizational. It’s no longer just about your organization’s brand to champion your organization’s issues … it’s about your organization’s leader as a champion. There are significant benefits to the organization and the leaders themselves by building a leadership profile on social.

    For the organization …

    Reach different audience

    The CEO and all employees for that matter will likely be reaching a different audience through their social channels – tapping their professional networks.

    Humanize and build trust for organization brand

    In a recent Gartner study, only 15 percent of people said that trust posts by companies or brands on social networking sites – a startling statistic when compared to the fact that the same
    study found 70 percent trust brand or product recommendations from friends and family. Employees are seen as experts on your brand and products, thus their opinions are extremely valuable and trusted by the people in their networks. Due to the more personal nature of employee networks, brand messages are shared eight times more by employees are than when shared by the brand.

    Flexibility in communications style

    Your organization’s branded social channels will most likely have a formal and structured editorial calendar linked to your policy agenda and other communications objectives. Having your CEO use social in a separate channel gives you more flexibility, esp. with breaking news.

    Less Risk

    Your leader as a champion and personal brand for your organization is going to have less risk than external volunteers or champions. They understand the brand’s mission and value and they know your issues better than anyone else. Your CEO already understands your brand guidelines and will most likely operate within it.

    Learning: Make Expertise More Visible

    Most nonprofit leaders have to keep up with their sector, field, or issues anyway – and openly sharing what you’re reading – useful content and news with some analysis helps builds thought leadership – especially on social channels like Twitter where many reporters use it to source leaders for stories or policy makers (and their staff) are monitoring. If other leaders in your field are using social channels, easily connect for leadership conversations.

    Enhance work already doing

    Leaders are doing press conferences, keeping up with their field of practice, making public appearances and giving presentations, etc – social channels provide a way to amplify and enhance this work.

    Professional learning

    Using social channels to follow the news, especially when many news organizations have a “Twitter first” policy

  • But to reap the benefits, you have to understand how to navigate boundaries and your online reputation …

    Before social networks and the Internet, it was fairly easy to put clear boundaries between work and personal lives – it was pretty black and white Public/Private and Personal/Professional.

    But in today’s world, those boundaries are pretty blurred.

    As employees of nonprofits increasingly interact with their professional contacts in online social networks that favor individual participation, such as Facebook or Twitter, they are likely to
    experience a collision of their professional and personal identities. It’s one of the realities of living in a networked world – and as much as it makes feel uncomfortable – we have to accept it.

    However, it doesn’t mean it has to be all bad.

    Nonprofit CEOs (nd their employees) that develop expertise with boundary management and identity negotiation can experience many benefits but also challenges.
    On one hand, as an individual you can now reach many new audiences – but the problem is that you don’t get the same physical and social cues that have guided out human interaction for centuries. On social channels, people don’t have to interact with you to develop an opinion of you as a person based on reading your social stream.

    But, don’t let that scare you away, there are ways to manage it …

    Rouen Business School and Université du Québec à Montréal
    University of Pennsylvania

    -Social media policy in place that clearly spells out who “owns” the personal brand
  • There are basically three ways to react ..

    You can be a turtle …

    You can be a jelly fish

    Or a Chameleon

    If you truly want to establish an effective leadership profile online that supports your organization’s work, you need to be a chameleon.
    It takes more time, savvy, comfort – but you can start with small steps which I’ll take about in minute .. But first you need a strategy for your leadership profile that is complementary to your organization’s strategy .
  • Let’s look at how Chameleon’s manage their leader profiles on social ..

    First, they know the audience they want to reach on different channels and where it overlaps with their organizations.

    Maybe your organization wants to cultivate media and using Twitter might be a natural choice because so many reporters use it as a tool for research.
    Maybe it is the policy makers you want to reach and many use Twitter ..

    Next, what’s your purpose? How does social media enhance the work you are already doing?

    Engage with peers? Educate influencers? Amplify organization’s messaging?

    Persona – what is the image you want to convey?
    Professorial Inspiring Authoritative

    What tone is needed?
    Humble Scientific Insider Serious
    How does this complement your organization’s social strategy?

  • Here’s an example from the Goodman Theatre - - they have an org profile on Twitter, but their artistic director does too

    Both support of the goals of engaging audiences and selling tickets …
  • They do this with different styles/tones of communication.
    Robert Falls is a conversationalist, talking about the art with a more informal tone.

    The brand is more formal and focused on the goal of promotion.
  • This comes from IBM – their best practices of encouraging employees to be champions on social. They have different engagement roles and match activities with the comfort level of the staff person. I’ve included a link on my wiki to it – but I’ve simplified here ..

    The roles are ..

    Content Curator – is someone who seeks out information and sources on the internet, picks out the best stuff, summarizes it and shares it with audience. Bruce will take more about that

  • Amplifier
  • What do you spend time doing now that you could do better via social?
    What other executive directors in your field that you respect, follow or and feel inspired by are using social creatively?
    What are your strengths and preferences and what is the best match in terms of social channels?
    How will social improve things you already KNOW and value?

    The executive director for the ACLU-NJ, Udi Ofer, took the role of responder – because a big role was to talk to the media or respond to their questions. He found it easily translated onto social.

    Udi provides quotes on his organization’s most important cases and issues to reporters, in addition to their traditional press release or emailed statement.  He is also publicly debating civil liberties issues with reporters, lawyers and followers.    There is the occasional personal tweet, but these serve to make him seem approachable and human.
    While Udi is the face of the ACLU-NJ in the organization’s “official” communications such as press releases or in newspaper articles or sound bytes on the evening news,  Twitter has become the place where he injects warmth into the organization.    

  • But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..
    This is the hard part … especially for CEOs of a certain age – this shift ..
  • But, it isn’t just a spectator sport, it’s a contact sport – you have to be presence and engage ..
    This is the hard part … especially for CEOs of a certain age – this shift ..
  • Creating A Leadership Profile for Your Nonprofit CEO

    1. Creating a Thought Leadership Profile On Social Media Beth Kanter, Master Trainer, Author, Blogger CCF Annual Conference - June 2014 Flickr Photo: archtypex
    2. Beth Kanter
    3. Why Build Leadership Profile On Social: Benefits Flexibility Enhance Existing Work Learning Extend Reach Build Trust Less Risk
    4. Personal Professional Private Public Identity and Boundaries Before Social Media
    5. Social Media: Worlds Collide Personal Professional Private Public Not Working Working
    6. Turtle • Profile locked down • Share content with family and personal friends • Little benefit to your organization/professional Jelly Fish • Profile open to all • Share content & engage frequently with little censoring • Potential decrease in respect Chameleon • Profile open or curated connections • Content/Engagement Strategy: Purpose, Persona, Tone • Increased thought leadership for you and your organization Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013) What Kind of Social Animal Are You?
    7. Purpose Persona Tone Audience Leader Voice How To Be A Chameleon How does social enhance the work you or your organization is already doing?
    8. The Goodman Theatre and Robert Falls
    9. Organizational VS Leader Voice
    10. Ways To Engage • Amplifier • Responder • Conversationalist • Content Curator (Bruce) Adapted from IBM Employee Champion Program
    11. A Few Examples
    12. Arkansas Advocates for Children and Families Rich Huddleston Amplifier
    13. Responder ACLU of New Jersey and Udi Ofer
    14. Conversationalist Lance Linares, Executive Director Santa Cruz Community Foundation
    15. Save the Children and Carolyn Miles Conversationalist
    16. Authenticity
    17. Tips
    18. Tips • Get Their Attention • Show How It Enhances Their Work • Tweetutorials • Peer Pressure • Found Time • Feed and Tune • Show Impact
    19. Thank you! @kanter on Twitter Slides and Links