The document discusses essential qualities and skills for effective leadership communication in the age of social media, emphasizing the importance of clear direction, positive language, transparency, and collaborative engagement. It highlights the need for leaders to adapt to various communication platforms and to understand their audience's desires and preferences. Additionally, it outlines major challenges leaders face and offers actionable steps to navigate the evolving communication landscape.

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Leadership
Communication
Within the Organisation
Neville Hobson
@jangles
September 23, 2013#smwSMILE | #SMILEnet

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• How to get your senior teams
using social media effectively
with their followers
– in a way that suits them
• How to blog and what to do
with those that prefer other
ways of engaging with staff

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5 Qualities of Good Leaders Today
1. Clear direction
2. Positive language when things change
3. Transparent and share information freely
4. Reinforce the value of experimentation
5. Share their rationale and understanding
with their team
http://forumone.com/blogs/post/5-qualities-make-good-leader-social-media-age

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• Information gets shared
and commented on within seconds
• Internal leaders must decide
when (and when not) to reply, what messages should be linked to
their blogs, when to copy material and mash it up with their own, and
what to share with their various communities
• The creation of meaning
becomes a collaborative process in which leaders have to play a
thoughtful part, as this is the very place where acceptance of or
resistance to messages will be built

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6
Social Media Skills
Every Leader Needs
http://www3.cfo.com/article/2013/2/social-media_ge-videoblogs-youtube-facebook-twitter-powerpoint-crotonville-internet-of-things

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1: The leader as producer:
Creating compelling content

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2: The leader as distributor:
Leveraging dissemination
dynamics

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3: The leader as recipient:
Managing communication
overflow

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4: The leader as adviser and
orchestrator:
Driving strategic social-media
utilisation

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5: The leader as architect:
Creating an enabling
organisational infrastructure

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6: The leader as analyst:
Staying ahead of the curve

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http://dilbert.com/strips/comic/2007-04-26/
“Dear God, No!”

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Is There Any Point
in Blogging?
In the Age of Twitter, Facebook,
Google+, LinkedIn, Xing, Pinterest,
Vine, Instagram, Vimeo, EyeEm,
WeVideo, Spotify, Pandora, Shazam,
Storify, Reddit, Jawbone, Path….
#DIF12
http://www.briansolis.com/2013/07/you-are-at-the-center-of-the-conversation-prism/

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Authentic(ate)
• It’s about content not platform
• You’re telling a story
• Be selfless and generous in your
references to others
• Disclose any conflict of interest
– If in doubt, always disclose
• Make your content eminently
shareable
• Be clear on why you’re blogging
• Be clear on your goal
http://www.hrcommunication.com/Main/Articles/Intel_sparks_internal_communication_through_blogs_7145.aspx

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Major Challenges
1. Understanding
internal audience
desires, needs, and
intents
2. Selecting the tools
and channels
preferred by your
audiences
1. Being trusted
participants in your
audiences’ peer
groups
2. Integrating social
and traditional
3. Embracing
open/sharing ideals

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What Can You Do?
Right
Now?

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Calculate Risk
1. Recognise and understand change
− The workplace
− Employee behaviours
− Your overall landscape, internal and external
2. Take the lead to educate and counsel
3. Know who your leaders’ advocates and detractors are
4. Listen

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Considerations
• What to pay attention to
– Pinpointing conversation trends, internally and externally: are there
recurring or key topics being talked about?
• Who to pay attention to
– Determining influence levels of those talking: who’s listening to them?
• What to do about it
– Engage? How and when?
– With what measurable goal?

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Always
Make
New
Mistakes
Esther Dyson
Catalyst
of Start-ups
“
”

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This presentation deck and original content therein is copyright 2013 Neville Hobson. Some rights reserved. Dilbert strip on slide 1 courtesy
Scott Adams http://dilbert.com/strips/comic/2009-01-09/.
Re-use of this deck permitted under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 license - read the
license for terms.
Other presentations by Neville Hobson are available from Slideshare at http://www.slideshare.net/neville.
If you have questions or comment arising from your use of this deck, contact Neville Hobson:
 +44 7577 997 222
 neville@nevillehobson.com
 www.nevillehobson.eu
 www.nevillehobson.com
 @jangles
Leadership Communication
Within the Organisation
Neville Hobson
@jangles
London, September 23, 2013