Leading on Social Media

Editor's Notes

• #3 My objectives
• #4 Standing image: NY Observer - https://nyoobserver.files.wordpress.com/2014/07/gandeevasan_bulldogdreft.jpg Sitting image: Urdogs.com
• #6 Nonprofits have worked like this – as lone institutions – since the dawn of industrialized management … But these three digital revolutions are changing institutions and the way they work .. The work place is becoming more fluid, organizational charts are becoming flatter, especially with the Millennial generation entering the workforce, and Gen Z is not far behind
• #7 The transition from working like this to this – doesn’t happen over night, can’t flip a switch Change is slow …
• #11 http://m2.i.pbase.com/u34/davewyman/upload/22590662.pyranees.jpg Instead of turning to others to become leaders, you can participate with intention online and become one. _ we often turn to outsides, external champions when think about champions Why build a thought leadership profile online:  Reach: Ability to reach a different audience than the organization’s profile Humanize: People trust individuals more than organizational brand Flexibility: Less formal or structured than organizational channels Less Risk: Staff are better champions for your organization than outsiders Reinforces Expertise: Makes knowledge more visible Amplify Existing Work: Social amplifies the work you are already doing in other ways For your organization, a leadership profile online for your executive director can help your organization reach a different audience that may not already be following your brand. Your CEO (and all employees for that matter) will be tapping in their professional networks.   Your logo alone is not enough to build trust for your organization’s brand, it requires a human face to humanize the brand, not a logo. CEOs are seen as experts on your brand and products, thus their opinions are extremely valuable and trusted by the people in their networks. Due to the more personal nature of professional networks, brand messages are shared more when they are shared by employees than when shared by the brand itself.   Your organization’s branded social channels will most likely have a formal and structured editorial calendar linked to your policy agenda and other communications objectives. Having your CEO use social in a separate channel gives you more flexibility, esp. with breaking news.   Your leader as a champion and personal brand for your organization is going to have less risk than external volunteers or champions. They understand the brand’s mission and value and they know your issues better than anyone else. Your CEO already understands your brand guidelines and will most likely operate within it.   Using social media isn’t just a distraction, it amplifies and enhances the work your CEO is already doing. Most nonprofit leaders have to keep up with their sector, field, or issues anyway – and openly sharing what they are reading – useful content and news with some analysis helps contributes to thought leadership – especially on social channels like Twitter where many reporters use it to source leaders for stories or policy makers (and their staff) are monitoring. If other leaders in your field are using social channels, easily connect for leadership conversations. --------- If your nonprofit’s executive director or CEO a thought leader? Thought leaders drive conversations – online and off, influence others, and shape perceptions in their field. They are the respected voices who others turn to understand sector social change issues.   It is no longer enough for your organization’s brand to lead through social media channels. Your organization’s CEO also needs to be connected on social to be effective as a thought leader. There are significant benefits to both the organization and the leaders themselves by building a leadership profile on social. For the organization … Reach different audience The CEO and all employees for that matter will likely be reaching a different audience through their social channels – tapping their professional networks. Humanize and build trust for organization brand In a recent Gartner study, only 15 percent of people said that trust posts by companies or brands on social networking sites – a startling statistic when compared to the fact that the same study found 70 percent trust brand or product recommendations from friends and family. Employees are seen as experts on your brand and products, thus their opinions are extremely valuable and trusted by the people in their networks. Due to the more personal nature of employee networks, brand messages are shared eight times more by employees are than when shared by the brand. Flexibility in communications style Your organization’s branded social channels will most likely have a formal and structured editorial calendar linked to your policy agenda and other communications objectives. Having your CEO use social in a separate channel gives you more flexibility, esp. with breaking news. Less Risk Your leader as a champion and personal brand for your organization is going to have less risk than external volunteers or champions. They understand the brand’s mission and value and they know your issues better than anyone else. Your CEO already understands your brand guidelines and will most likely operate within it. Learning: Make Expertise More Visible Most nonprofit leaders have to keep up with their sector, field, or issues anyway – and openly sharing what you’re reading – useful content and news with some analysis helps builds thought leadership – especially on social channels like Twitter where many reporters use it to source leaders for stories or policy makers (and their staff) are monitoring. If other leaders in your field are using social channels, easily connect for leadership conversations. Enhance work already doing Leaders are doing press conferences, keeping up with their field of practice, making public appearances and giving presentations, etc – social channels provide a way to amplify and enhance this work. Professional learning Using social channels to follow the news, especially when many news organizations have a “Twitter first” policy
• #12 Let’s understand the basics of the top 3 channels
• #15 Business & personal Image: http://www.crazytownblog.com/.a/6a012876c6c7fb970c014e887d8142970d-800wi
• #18 Have them voice up and share with the group after paired share
• #19 Social media channels are the tip of the ice berg Too often we by-pass strategy in favor of the tools .. You need a strategy, a structured way to think through your social media presence so it is integrated into your communications objectives .. POST – People, Objectives, Strategy, and Technology is a great way to think about this .. This format can be used by small nonprofits as well as large government agencies or individuals
• #22 Standing image: NY Observer - https://nyoobserver.files.wordpress.com/2014/07/gandeevasan_bulldogdreft.jpg Sitting image: Urdogs.com
• #23 There are basically three ways to react .. You can be a turtle … You can be a jelly fish Or a Chameleon If you truly want to establish an effective leadership profile online that supports your organization’s work, you need to be a chameleon. It takes more time, savvy, comfort – but you can start with small steps which I’ll take about in minute .. But first you need a strategy for your leadership profile that is complementary to your organization’s strategy .
• #24 Let’s look at how Chameleon’s manage their leader profiles on social networks. First, they know the audience they want to reach on different channels and where it overlaps with their organizations. Maybe your organization wants to cultivate media and using Twitter might be a natural choice because so many reporters use it as a tool for research. Maybe it is the policy makers you want to reach and many use Twitter .. Next, what’s your purpose? How does social media enhance the work you are already doing? Engage with peers?Educate influencers?Amplify organization’s messaging? Authenticity Persona – what is the image you want to convey? ProfessorialInspiringAuthoritative What tone is needed? HumbleScientificInsiderSerious How does this complement your organization’s social strategy?
• #25 Personal brand examples
• #26  In the end, why are you here? Are you working to educate your audience, inspire action, or amplify messages? This should be identified in your social media support plan …. But you should own it. Make it your own. Your personal brand will topple if it sits on a foundation that’s not based in truth or perceived as genuine. And you’ll be worn out too. Anne Morrow Lindbergh once said “The most exhausting thing you can be is inauthentic.”  Being someone you’re not is hard work. It takes effort to play a role. Just ask the actors on Broadway who play their part 8 times a week. Because branding is based in authenticity, you need to understand who you are and what makes you compelling to your target audience – the people who are making decisions about you. As you think about what makes you YOU, ponder these questions:
• #32 Image: http://lifepalette.com/wp-content/uploads/2015/01/self-reflection-1024x768.jpg Jot down notes
• #33 Your Twitter elevator speech is what goes in your bio A strong bio can lead to more followers, and is an ideal way to introduce you to others. It helps others know what to expect if they follow you. You have 160 characters to present a concise summary about yourself that may include your title @foundation handle, and keywords if you have a crisp, compelling purpose around the content you share and your areas of interest. What’s Twitter Elevator Speech, Your Twitter Elevator Speech http://www.bethkanter.org/1-step-01/   An elevator speech is a short summary used to quickly and simply define a person, profession, product, service, organization or event and its value. The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes and is widely credited the editors at Vanity Fair. The term itself comes from a scenario of an accidental meeting with someone important in the elevator. If the conversation inside the elevator in those few seconds is interesting and value adding, the conversation will continue after the elevator ride or end in exchange of business card or meeting. Some communications training has you commonly rehearse and use elevator pitches to get your point across quickly. Your profile on Twitter is your elevator speech.
• #34 http://blogs.orrick.com/totalaccess/files/2013/08/elevator1-283x300.jpg
• #37 Image Source: http://www.launchhouse.com/wp-content/uploads/2012/08/elevator-pitch.png Your Twitter elevator speech is what goes in your bio A strong bio can lead to more followers, and is an ideal way to introduce you to others. It helps others know what to expect if they follow you. You have 160 characters to present a concise summary about yourself that may include your title @foundation handle, and keywords if you have a crisp, compelling purpose around the content you share and your areas of interest. What’s Twitter Elevator Speech, Your Twitter Elevator Speech http://www.bethkanter.org/1-step-01/   An elevator speech is a short summary used to quickly and simply define a person, profession, product, service, organization or event and its value. The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes and is widely credited the editors at Vanity Fair. The term itself comes from a scenario of an accidental meeting with someone important in the elevator. If the conversation inside the elevator in those few seconds is interesting and value adding, the conversation will continue after the elevator ride or end in exchange of business card or meeting. Some communications training has you commonly rehearse and use elevator pitches to get your point across quickly. Your profile on Twitter is your elevator speech.
• #38 Writer: Write concise Tweets Curator: Find, listen, and learn from relevant sourcesSharer: Share links and resources that are relevant, your expertise, or link to your authentic personal brandNetworker: Build relationships
• #39 Image: http://www.greenmoonsoftware.com/wp-content/uploads/2013/08/pair-of-pears-md.png
• #40  Image: https://literaryyard.files.wordpress.com/2013/10/writers-block.jpg
• #48 Image: https://awomanwithoutwine.files.wordpress.com/2015/06/164-moving-forward-389.jpg
• #50 Mark – invisible people