This document outlines a presentation on developing an effective social media presence as an educational leader. It discusses how social media usage has expanded dramatically and how organizational leaders are now expected to engage online. The presentation defines key qualities of online leadership, such as being a network weaver who connects diverse groups and a knowledge hub that curates and shares useful content. It provides strategies for crafting an individualized social media "playbook" that determines the best channels and topics for authentically sharing one's vision and engaging key stakeholders like parents, teachers, and alumni.

1. Leadershipand Your SocialMediaVoice
North American Jewish Day School Conference
Presented by
Debra Askanase
Community Organizer 2.0 February 5, 2013

2. Aboutthe presenter
Master text styles
 Secondlevel
• Thirdlevel
– Fourthlevel
» Fifth level
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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. Today’s Conversation
The SocialContext Today
DefiningLeadership
SocialNonprofit Execs
Drafting Your Playbook
Resources

4. http://mashable.com/2013/01/02/world-leaders-twitter/
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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
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6. Who’s in the room?
1. What position doyou hold in your organization?
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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?

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One real-life social
media conundrum

8. Your organization has a milestone anniversary in 2014, and you intend to
celebrateit creatively.
You arelooking for alumni and donors who have becomeinfluential
professionals to interview (and ask for donations).
How willyou findthem?
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“CallingAll Alumni”

9. SocialMediaToday
Demographics, culture, and social media use

10. http://blog.nielsen.com/nielsenwire/social/2012/
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Where are your alumni?
Where are your parents?
Where are prospective parents?

11. http://universalmccann.com.au/global/knowledge/view?Id=226
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2009 2010 2011
Explosionof Twitter

12. http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
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13. http://blog.nielsen.com/nielsenwire/social/2012/
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14. …and organizations
must changeas well

15. http://blog.nielsen.com/nielsenwire/social/2012/
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Users expect to beable to reach peopleand
organizations socially

16. Cultureshift:
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/
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17. Leaders are expected to beonlineand receptive
• New expectationof“access”toleaders
• Desireto“know”leaders
• Leadersare expectedtolistentotheonlinechatter
• Leadershiptranscendsthebricksandmortar location,extendstoonline
locations
• VisionandPOV expectedtobesharedwherestakeholdersare accessible
• Beingonline=being“open,”nosocialfootprint=being“closed”
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18. Yourfooterhere
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19. 19
What are you
giving up,
gaining,
learning?
By being inthe publiceye…

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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. Leadership isn’t just YOUat yourorganization
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Who shouldbe social?

22. (Re)DefiningLeadershipfor the Online
Space

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
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24. Characteristicsof onlineleaders
Community Organizer 2.0 24
Network Weaver Knowledge Hub
Critical success qualities

25. http://www.networkweaver.com/?page_id=18
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“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. Network weaverqualities
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• Reachesouttoanyand allwhoare interested,primarilyonline
• Considersthemselvespartofa larger network ofindividuals,organizations,
andcommunities
• Isa collaboratoratheart
• Fluencywithsocialmediatoolsandculture
• Embracestransparency(evenwhenfailing)
• Givescontrolovertothegroupeasily
• Givemore creditthantheytake
• Mostinterestedinothers’ideasthantheirown

27. Network weavertachles
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• Withwhom doyouwant to connect?
• 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. Yourfooterhere
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29. Yourfooterhere
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30. Community Organizer 2.0
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The Knowledge Hub
Curator of quality content
Thoughtful opinions
Consistent content producer
80:20 rule content rule

31. KnowledgeHubtachles
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• Thinkaboutwhat youwanttotalkabout(2topicsofinterest)
• Thinkaboutwhatnetworksmake sensetolearnfrom:education,Jewish,
tech,etc.
• Sourceyourcontent:setupRSS feeds,Twittersearches,your“gotoblogs,”
Scoop.ittopics,etc.
• Curateopenlyforotherstosee: aScoop.ittopic,a blogroundupofthebest
oftheweb,socialbookmarksonEvernote/Delicious,etc.
• Shareothers’content,shareyourown.
• Share, share,andgivecreditsomemore

32. TaraSmith: SeattleWorks
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33. Yourfooterhere
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34. (Re)DefiningOnline Leadership
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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

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*Based on Humanize, by Maddie Grant andJamieNotter
Transparent
Trustworthy
Generative
Conversational
Willingness to be YOU
Critical success qualities*

36. 36
Transparent
Trustworthy
Generative
Conversational
Willing to be YOU

37. This can result in onlineinfluence
http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence 37

38. Yourfooterhere
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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. Getting Personalwith SocialLeadership
Educators engaging personally, one post at a time

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44. Yourfooterhere
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Professional
versus personal
Twitter

45. Yourfooterhere
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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 atool for working through it.
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47. The Playbook

48. 48
Choosetwo guidingqualities and/or styles
Network weaver
Knowledge hub
Transparency continuum
Customer service – or not?
Willingnessto be YOU

49. Exactly how personal??
You entirely
Your
interests +
your
professional
voice
Your
professional
voice + your
interests
The
distanced
professional
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Would a parent read it and cringe?
Are you able to truly converse?
©2013Community Organizer 2.0

50. Determine your primary conversation topics
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51. Know whoyouwant to connectwith most, and
why
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• Parents
• Teachers
• Students
• Alumni
• Donors
• Other schools
• Your learning community
• Your peers

52. Choosewhereyou should be
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Pick one channel to start

53. Resource: Writing yourplaybook
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?
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CommunityOrganizer2.0

54. Is that allthere is??
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Well….yes!
Plus a willingness to experiment,
give yourself time to learn, try, and
try again.
And don’t forget:
Have fun!

55. 55
One more real-life
social media
conundrum

56. “They LoveYou,They HateYou”
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 122 followers before you find out about it.
You have a Twitter account, a personal Facebook Page, anda Head of School blog.
How will yourespond?
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57. Resources

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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. Yourfooterhere
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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. Whatare thethreeonlinequalitiesyou’llexhibit?
5. Inwhichchannelswillyouwanttoinvestyourleadershiponlinethisyear?
For howmany hoursa week?
© 2013 Community Organizer 2.0

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
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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
orgsonTwitter)
• https://twitter.com/lookstein/jewish-ed-tech(tech-savvyJewisheducators)
• https://twitter.com/DarimOnline/jewisheducators
• https://twitter.com/PEJEjds/jewish-education
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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!