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Taking Leadership Online:

Developing Your Personal Social Media Voice

Debra Askanase

March 20, 2013

Sponsored by: A Service

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Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

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Today’s Speaker

Debra Askanase Founder and Engagement Strategist

Community Organizer 2.0

Assisting with chat questions: Jamie Maloney, Nonprofit Webinars

Founding Director of Nonprofit Webinars and Host:

Sam Frank, Synthesis Partnership

Developing Your Social Media Voice

Taking Leadership Online

Presented by Debra Askanase Community Organizer 2.0 March 20, 2013

About the presenter

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6 Community 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

debra@communityorganizer20.com

Digital Engagement Strategist

Today’s Conversation The Social Context Today

Defining Leadership Social Nonprofit Execs Drafting Your Playbook

Resources

http://mashable.com/2013/01/02/world-leaders-twitter/

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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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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

“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? 12

Social Media Today

Demographics, culture, and social media use

http://blog.nielsen.com/nielsenwire/social/2012/

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Where is your clientele? Where are your volunteers?

Where are prospective donors?

http://universalmccann.com.au/global/knowledge/view?Id=226

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2009 2010 2011

Explosion of Twitter

http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

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http://blog.nielsen.com/nielsenwire/social/2012/

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…and organizations must change as well

http://blog.nielsen.com/nielsenwire/social/2012/

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Users expect to be able to reach people and organizations socially

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”

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https://twitter.com/farra/social-eds/members

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What are you giving 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

Leadership isn’t just YOU at your organization

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Who should be social?

(Re)Defining Leadership for the Online Space

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 31

Network Weaver Knowledge Hub

Critical success qualities

http://www.networkweaver.com/?page_id=18 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

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

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 37

The Knowledge Hub

Curator of quality content Thoughtful opinions

Consistent content producer 80:20 rule content rule

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.

Tara Smith: Seattle Works

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…or create your own leadership combination

(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

42 *Based on Humanize, by Maddie Grant and Jamie Notter

Transparent Trustworthy Generative

Conversational Willingness to be YOU

Critical success qualities*

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Transparent Trustworthy Generative

Conversational Willing to be YOU

This can result in online influence

http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence 44

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Who are network weavers in your community?

Who are the knowledge hubs in your community?

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

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

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

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

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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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

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?

Resources

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-important-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: 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!

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