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.

1. Taking Leadership Online:
Developing Your Personal Social Media Voice
Debra Askanase
March 20, 2013
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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
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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

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

8. 8
http://mashable.com/2013/01/02/world-leaders-twitter/

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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11. One real-life social
media conundrum
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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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13. Social Media Today
Demographics, culture, and social media use

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

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

16. 16
http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

17. 17
http://blog.nielsen.com/nielsenwire/social/2012/

18. …and organizations
must change as well

19. Users expect to be able to reach people and
organizations socially
19
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
20
http://www.text100.com/hypertext/2012/12/how-ftse-100-ceos-are-using-social-media/

21. 21
https://twitter.com/kanter/nonprofit-ceo/members

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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23. 23
https://twitter.com/farra/social-eds/members

24. 24
Your footer here

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Your footer here

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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28. Leadership isn’t just YOU at your organization
Who should be social?
28

29. (Re)Defining Leadership for the Online Space

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
30

31. Characteristics of online leaders
Network Weaver Knowledge Hub
Critical success qualities
31
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
32
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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35. 35
Your footer here

36. 36
Your footer here

37. Curator of quality content
Thoughtful opinions
Consistent content producer
80:20 rule content rule
The Knowledge Hub
37
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.
38

39. Tara Smith: Seattle Works
39

40. …or create
your own
leadership
combination
40
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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
42
*Based on Humanize, by Maddie Grant and Jamie Notter

43. Transparent
Trustworthy
Generative
Conversational
Willing to be YOU
43

44. This can result in online influence
http://www.altimetergroup.com/research/reports/the-rise-of-digital-influence
44

45. Who are network weavers in your community?
Who are the knowledge hubs in your community?
45

46. Getting Personal with Social Leadership

47. Professional
versus personal
Twitter
47
Your footer here

48. 48

49. The Playbook

50. 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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51. Exactly how personal??
Your
Your
interests + The
professional
You entirely your distanced
voice + your
professional professional
interests
voice
Would your mom read it and cringe?
Are you able to truly converse?
51
© 2013 Community Organizer 2.0

52. Determine your primary conversation topics
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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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54. Choose where you should be
Pick one channel to start
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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

58. One more real-life
social media
conundrum
58

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

60. Resources

61. 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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62. I’m always happy to answer
follow-up questions!
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
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63. Find listings for our current season
of webinars and register at:
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