How should you navigate the 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?” In this webinar, we will consider how nonprofit executive directors and other staff use social media personally to further the mission of their organization and translate their leadership online.
4. Today’s Speaker
Debra Askanase
Founder and Engagement Strategist
Community Organizer 2.0
Assisting with chat questions: Founding Director of Nonprofit Webinars and Host:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
A Service
Of: Sponsored by:
5. Developing Your Social Media Voice
Taking Leadership Online
Presented by
Debra Askanase
Community Organizer 2.0 March 20, 2013
6. About the presenter
Former executive director,
organizer, business
Master text styles
consultant
Second level
• Third level
Mom, entrepreneur,
– Fourth level
lifelong fan of mission-
» Fifth level
based orgs. Has lived in
Houston, Atlanta,
Nicaragua, Israel, & Boston
Digital Engagement
Strategist
debra@communityorganizer20.com
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Community Organizer 2.0
9. 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
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10. Poll: who’s in the room?
Q1: What position do you hold in your organization?
Q2: Are you personally currently actively engaging with your organization’s
fans on at least one social media channel?
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12. “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?
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19. Users expect to be able to reach people and
organizations socially
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http://blog.nielsen.com/nielsenwire/social/2012/
20. Culture shift:
Social CEOs create trust
“82% of people are more likely to trust a company whose CEO and
leadership team engage with social media.”
and
“86% of people rated CEO social media engagement as somewhat important,
very important or mission critical.”
- BRANDfog CEO Social Media Leadership Survey
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http://www.text100.com/hypertext/2012/12/how-ftse-100-ceos-are-using-social-media/
22. Leaders are expected to be online and receptive
• New expectation of “access” to leaders and org staff
• Desire to “know” leaders and staff
• Leaders are expected to listen to the online chatter
• Leadership transcends the bricks and mortar location, extends to online locations
• Vision and POV expected to be shared where stakeholders are accessible
• Being online = being “open,” no social footprint = being “closed”
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26. By being in the public eye…
What are you
giving up,
gaining,
learning?
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27. 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 quickly to potential trouble
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30. 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
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31. Characteristics of online leaders
Network Weaver Knowledge Hub
Critical success qualities
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Community Organizer 2.0
32. “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
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http://www.networkweaver.com/?page_id=18
33. Network weaver qualities
• 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
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34. Network weaver – brass tacks
• 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
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37. Curator of quality content
Thoughtful opinions
Consistent content producer
80:20 rule content rule
The Knowledge Hub
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Community Organizer 2.0
38. Knowledge Hub – brass tacks
• 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,”
Scoop.it topics, etc.
• Curate openly for others to see: a Scoop.it 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.
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41. (Re)Defining Online Leadership
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 who41
will
listen and share when needed
42. Critical success qualities*
Transparent
Trustworthy
Generative
Conversational
Willingness to be YOU
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*Based on Humanize, by Maddie Grant and Jamie Notter
43. Transparent
Trustworthy
Generative
Conversational
Willing to be YOU
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44. This can result in online influence
http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence
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45. Who are network weavers in your community?
Who are the knowledge hubs in your community?
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53. Know who you want to connect with most, and why
• Members, clients, students
• Alumni, past participants
• Volunteers
• Donors
• Other similar organizations
• Your learning community
• Your peers
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55. Listening tips
• Set up Google alerts for your name, your organization’s name, your staff,
your programs, and your industry
• Create Twitter lists and groups of those who are sharing good content
• Create RSS feeds for content
• Have an ongoing search your Twitter app for keywords
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56. 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?
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Community Organizer 2.0
57. Is that all there is??
Well….yes!
Plus a willingness to experiment,
give yourself time to learn, try, and
try again.
And don’t forget:
Have fun! 57
59. “Calling All Alumni”
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).
How will you find them?
What do you need to have in place to
connect with them? 59