This presentation offers an "online playbook" for how to take your leadership online, and what that might look like personally. Within the presentation are examples, theoretical frameworks, and resources for nonprofit executive directors and other high-level staff who want to use social media personally to further the mission of their organization and translate their leadership online. Takeaways: • What is “online leadership” • How to translate traditional leadership into online leadership • Create your own personal social media playbook

1. Developing Your Social Media
Voice
Taking Leadership Online
Presented by
Debra Askanase
Community Organizer 2.0 March 20, 2013

2. About the presenter
Master text styles
 Second level
• Third level
– Fourth level
» Fifth level
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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

3. Today’s Conversation
The Social Context Today
Defining Leadership
Social Nonprofit Execs
Drafting Your Playbook
Resources

4. 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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5. http://mashable.com/2013/01/02/world-leaders-twitter/
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6. 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

8. “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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9. Social Media Today
Demographics, culture, and social media
use

10. http://blog.nielsen.com/nielsenwire/social/2012/
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Where is your clientele?
Where are your volunteers?
Where are prospective donors?

11. http://universalmccann.com.au/global/knowledge/view?Id=226
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2009 2010 2011
Explosion of Twitter

12. http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
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13. http://blog.nielsen.com/nielsenwire/social/2012/
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14. …and organizations
must change as well

15. http://blog.nielsen.com/nielsenwire/social/2012/
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Users expect to be able to reach
people and organizations socially

16. Culture shift:
Social CEOs create trust
“82% of people are more likelyto trust a company whose CEO and
leadership team engage with social media.”
and
“86% of people rated CEO social media engagement assomewhat
important, very important or mission critical.”
- BRANDfog CEOSocial Media Leadership Survey
http://www.text100.com/hypertext/2012/12/how-ftse-100-ceos-are-using-social-media/
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17. https://twitter.com/kanter/nonprofit-ceo/members
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18. Leaders are expected to be online
and receptive
• New expectationof“access”toleadersand org staff
• Desireto “know”leaders andstaff
• Leaders are expectedto listento theonlinechatter
• Leadershiptranscendsthebricksand mortarlocation,extendstoonline
locations
• VisionandPOVexpectedto besharedwherestakeholdersareaccessible
• Beingonline=being“open,”nosocialfootprint=being“closed”
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19. https://twitter.com/farra/social-eds/members
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20. Yourfooterhere
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21. Yourfooterhere
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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 quicklyto potential trouble

24. Leadership isn’t just YOU at your
organization
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Who should be social?

25. (Re)DefiningLeadershipfor the Online
Space

26. 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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27. Characteristics of online leaders
Community Organizer 2.0 27
Network Weaver Knowledge Hub
Critical success qualities

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

29. 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

30. 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

31. Yourfooterhere
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32. Yourfooterhere
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33. Community Organizer 2.0
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The Knowledge Hub
Curator of quality content
Thoughtful opinions
Consistent content producer
80:20 rule content rule

34. 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.

35. Tara Smith: Seattle Works
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36. Yourfooterhere
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…or create
your own
leadership
combination

37. (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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*Based on Humanize, by Maddie Grant andJamieNotter
Transparent
Trustworthy
Generative
Conversational
Willingness to be YOU
Critical success qualities*

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Transparent
Trustworthy
Generative
Conversational
Willing to be YOU

40. 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?

42. GettingPersonal with SocialLeadership

43. Yourfooterhere
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Professional
versus personal
Twitter

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45. ThePlaybook

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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

47. 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?
© 2013Community Organizer 2.0

48. Determine your primary
conversation topics
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49. 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

50. 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 listsand groups of those who are sharing good content
• Create RSS feeds for content
• Have an ongoing search your Twitter app for keywords

52. 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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CommunityOrganizer2.0

53. 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!

54. 54
One more real-life
social media
conundrum

55. 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?

56. Resources

57. 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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58. 58
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!