Developing Your Social Media Voice and Online Leadership
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Transcript of Developing Your Social Media Voice and Online Leadership
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Developing Your Social Media Voice
Taking Leadership Online
Presented byDebra AskanaseCommunity Organizer 2.0 March 20, 2013
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About the presenter
Master text styles Second level
• Third level– Fourth level
» Fifth level
2Community Organizer 2.0
Former executive director, organizer, business consultant
Mom, entrepreneur, lifelong fan of mission-based orgs. Has lived in Houston, Atlanta, Nicaragua, Israel, & Boston
Digital Engagement Strategist
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Today’s ConversationThe Social Context Today
Defining Leadership
Social Nonprofit Execs
Drafting Your Playbook
Resources
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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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http://mashable.com/2013/01/02/world-leaders-twitter/
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Poll: who’s in the room?
Q1: What position do you hold in your organization?
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Q2: Are you personally currently actively engaging with your organization’s fans on at least one social media channel?
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One real-life social media conundrum
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“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? 8
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Social Media Today
Demographics, culture, and social media use
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http://blog.nielsen.com/nielsenwire/social/2012/
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Where is your clientele? Where are your volunteers?
Where are prospective donors?
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http://universalmccann.com.au/global/knowledge/view?Id=226
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2009 2010 2011
Explosion of Twitter
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http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/12
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http://blog.nielsen.com/nielsenwire/social/2012/
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…and organizations must change as well
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http://blog.nielsen.com/nielsenwire/social/2012/
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Users expect to be able to reach people and organizations socially
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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
http://www.text100.com/hypertext/2012/12/how-ftse-100-ceos-are-using-social-media/
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https://twitter.com/kanter/nonprofit-ceo/members
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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” 18
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https://twitter.com/farra/social-eds/members
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What are yougiving up, gaining, learning?
By being in the public eye…
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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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Leadership isn’t just YOU at your organization
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Who should be social?
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(Re)Defining Leadership for the Online Space
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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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Characteristics of online leaders
Community Organizer 2.0 27
Network Weaver Knowledge Hub
Critical success qualities
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http://www.networkweaver.com/?page_id=18 28
“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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Network weaver qualities
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• 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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Network weaver – brass tacks
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• 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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Community Organizer 2.0 33
The Knowledge Hub
Curator of quality contentThoughtful opinions
Consistent content producer80:20 rule content rule
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Knowledge Hub – brass tacks
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• 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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Tara Smith: Seattle Works
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…or create your own leadership combination
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(Re)Defining Online 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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38*Based on Humanize, by Maddie Grant and Jamie Notter
TransparentTrustworthyGenerative
ConversationalWillingness to be YOU
Critical success qualities*
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TransparentTrustworthyGenerative
ConversationalWilling to be YOU
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This can result in online influence
http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence 40
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Who are network weavers in your community?
Who are the knowledge hubs in your community?
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Getting Personal with Social Leadership
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Professional versus personal Twitter
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The Playbook
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Choose two guiding qualities and/or styles
Network weaver
Knowledge hub
Transparency continuum
Customer service – or not?
Willingness to be YOU
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Exactly how personal??
You entirely
Your interests +
your professional
voice
Your professional voice + your
interests
The distanced
professional
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Would your mom read it and cringe?Are you able to truly converse?
© 2013 Community Organizer 2.0
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Determine your primary conversation topics
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Know who you want to connect with most, and why
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• Members, clients, students• Alumni, past participants• Volunteers• Donors• Other similar organizations• Your learning community• Your peers
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Choose where you should be
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Pick one channel to start
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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 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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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?
52Community Organizer 2.0
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Is that all there 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!
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One more real-life social media conundrum
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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).
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“Calling All Alumni”
How will you find them?What do you need to have in place to
connect with them?
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Resources
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Resources
• https://twitter.com/farra/social-eds/members• https://twitter.com/kanter/nonprofit-ceo/members• 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-im
portant-senior-executives
• http://www.slideshare.net/farra/social-media-for-nonprofit-ceos-14734386
• http://list.ly/list/3f3-npsmpeer-resource-list• http
://mashable.com/2011/09/20/kiva-matt-flannery-social-media/• http
://www.clickz.com/clickz/news/2233182/consumers-prefer-to-do-business-with-social-brands
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Email: [email protected]: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977
I’m always happy to answer follow-up questions!