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Leading on Social Platforms - Smarter Networking in a Connected World
1.
Leading
on
Social
Pla.orms:
Guide
To
Smarter
Networking
in
a
Connected
World
United
Way
Community
Leadership
Conference
April,
2015
Beth
Kanter
Author,
Master
Trainer,
and
Speaker
10. If
you
can’t
fly
then
run,
if
you
can’t
run
then
walk,
if
you
can’t
walk
then
crawl,
but
whatever
you
do
you
have
to
keep
moving
forward.”
11. CRAWL WALK RUN FLY
Where is your organization?
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Leader and
employees use
social but no
strategy
Ladder of
Engagement
Content Strategy
Informal Champions
Strategy, Socially
Engaged Leaders
Best Practices
Measurement and
learning in all above
Communications
Strategy
Development
Networked Mindset
and Map
Culture Change
Brand on Social,
Not Leader or
Employees, no
champions online
Network Building – both
organization and
professional
Formal Champions –
internal/external Strategy
Multi-Channel Engagement,
Content, and Measurement
Reflection and Continuous
Improvement
12. Share
Pair:
Where’s
Your
OrganizaQon
Now?
• Is
your
organizaLon
at
crawl,
walk,
run,
or
fly?
• What
do
you
need
to
do
to
improve?
• Where
is
your
organizaLon
when
it
comes
to
using
staff
and
leadership
as
champions
on
social?
13. Leadership
Profile
on
Social:
Benefits
• Expand
Reach
• More
Trust
• Less
Risk
• Flexibility
• Enhanced
Capacity
14. Personal
Professional
Private
Public
Personal
Professional
Private
Public
Worlds
Collide:
IdenQty
and
Boundaries
Before
Social
Media
15. Turtle
• Profile
locked
down
(or
not
present)
• Share
content
with
family
and
personal
friends
• Li8le
benefit
to
your
organizaLon/professional
Jelly
Fish
• Profile
open
to
all
• Share
content
&
engage
frequently
with
li8le
censoring
• PotenLal
decrease
in
respect
Chameleon
• Profile
open,
curated
connecLons
• Engagement
Strategy:
Purpose,
Audience,
Persona,
Tone
• Increased
thought
leadership
for
you
and
your
organizaLon
Based
on
“When
World’s
Collide”
Nancy
Rothbard,
JusLn
Berg,
Arianne
Ollier-‐Malaterre
(2013)
What
Kind
of
Social
Animal
Are
You?
16. Purpose
Audience
Persona
Tone
Leader
Profile
How
To
Be
A
Chameleon
17. Personal
Brand
in
Service
of
OrganizaQonal
Strategy
Audience:
Socially
engaged
public
Audience:
Journalists,
Diplomats,
and
Influencers
GOAL
Engagement
Support
24. Share
Pair
• What
are
the
key
objecLves
of
your
organizaLon’s
use
of
social
media
and
target
audiences?
• What
objecLve(s)
and
target
audience(s)
best
align
with
your
social
leadership
profile?
26. Take
A
Quiet
Minute
To
Uncover
Your
AuthenQc
Brand
• What’s
your
super
power?
• What
do
people
frequently
praise
you
for?
• What
makes
the
way
you
achieve
results
unique?
• What
energizes
you?
28. Your
Social
Elevator
Speech
• What
is
your
experLse?
• Why
should
someone
follow
you?
• What
hashtags
or
keywords
do
you
want
to
be
associated
with?
• Visual:
What
cover
and
profile
image
conveys
your
personal
brand?
30. Your
Social
Profile
• What
is
your
experLse?
• Why
should
someone
follow
you?
• What
hashtags
or
keywords
do
you
want
to
be
associated
with?
• Visual:
What
cover
and
profile
image
conveys
your
personal
brand?
35. Uses
Twi8er
to
support
organizaLon’s
mission
as
a
biparLsan
advocacy
organizaLon
dedicated
to
making
children
and
families
a
priority
in
federal
policy
and
budget
decisions.
36. SEEK
SENSE
SHARE
Finds
and
vets
key
blogs
and
Twi8er
lists
in
each
issue
area
Scans
and
reads
every
morning
and
picks
out
best,
writes
tweets,
and
schedules
Taps
into
personally
selected
list
of
expert
sources
and
seeks
new
sources
Summarizes
arLcle
in
a
tweet,
adds
hashtags,
credits
sources
Writes
blog
posts
using
mulLple
links
shared
on
Twi8er
Feeds
his
network
with
quality
and
personalized
content
Engages
with
aligned
partners
and
target
audience
Leads
conversaLons
Recommends
other
experts,
sources,
and
arLcles
Credits
sources
Bruce’s
Work
Flow
and
Tools
38. NETWORKER
“You
are
not
ever
a
genius
all
by
yourself.
Your
ideas
are
a
funcLon
of
the
people
you
are
connected
with…”
–
Carol
Dweck,
Author,
Mindset
39. Engaging
and
Building
Your
Network
On
Social
• Event
Engagement:
Open
Forum
at
a
parLcular
Lme
and
place
• ParQcipatory
Engagement:
Invites
comments
and
discussion
on
posts
• Personal
Engagement:
One-‐on-‐one
responses
to
followers
40. Leveraging
Your
Professional
Network:
Strong
Ties
Based
on
Rob
Cross
and
Robert
Thomas
“A
Smarter
Way
To
Network”
1
Analyze
2
De-‐Layer
3
Diversity
4
Capitalize
41. Leveraging
Your
Professional
Network:
Weak
Ties
• Social
media
can
speed
your
connecLons
to
the
right
people
and
help
you
maintain
relaLonships
over
Lme
consistently.
• Strategic
connecLons
• Favor
test
and
other
ways
to
set
limits
on
accessibility
and
who
you
respond
to
• Kondo
your
connecLons
• Online
Rolodex
• Pre-‐Event
ConnecLon
• Growing
Your
Network
• ReconnecLng
42. Tips
for
Geeng
Started
and
Being
Efficient
• Align
Strategy
and
Policy
• Tutorials
• Talk
to
Peers
• Feed
and
Tune
• Found
Time
• Team
Support
43. Share
Pair:
Leadership
Style
• What
is
your
preferred
leadership
style
on
social?
• What
support
do
you
need
to
develop
and
implement
your
strategy?
44. I
have
work
to
do!
Can
finally
tweet
about
our
programs
from
my
personal
account!
SOCIAL MEDIA IS PART OF EVERYONE’S JOB!
45. Social Media Policy – All Staff Participate
h8p://www.bethkanter.org/staff-‐guidelines/
46. @rdearborn works an organization
conservation organization and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
48. RWJF:
FoundaQon
Strategy
“We
believe
that
striving
toward
a
culture
of
health
will
help
us
realize
our
mission
to
improve
health
and
health
care
for
all
Americans.
”
GOALS
Inform
Behavior
Change
Audience:
Grantees,
Policy
Makers,
Researchers,
PracQQoners
50. Summary
• Success
happens
by
taking
the
right
incremental
step
to
get
to
the
next
level,
but
keep
moving
forward
• Embrace
your
authenLc
social
leadership
style
and
lead
by
example
• Staff
can
be
great
champions
if
they
allowed
to
leverage
their
personal
passion
in
service
if
your
strategy
and
mission
–
provide
the
training
and
guidelines
to
support
your
strategy
51. Thank
you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter
on
Twi8er
Resources:
bethkanter.wikispaces.com/uw-‐clc