thought leadership on social platforms (beth kanter)
Post on 30-Jul-2015
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Best Social Media and Networking Skills and Practices for Foundation Leaders
May 17, 2015
Knight Digital Media Center
USC Annenberg School for Communication and Journalism
• To leave the room ready to implement one idea to improve your practice
Agenda OUTCOMES
• Interactive
• Mix Expert/Peer Learning
FRAMING
Agenda
Icebreaker
Understanding Social Platforms
Thought Leadership on Social Platforms
Break: Sign Up for Office Hours
Leadership Engagement Styles on Social
Social Media, Mobile: Tips and Exercises
Wrap Up
#KDMC
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.”
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
Share Pair: Where’s Your Organization Now?
• Where is your organization when it comes to using staff and leadership as champions on social?
• Is your organization at crawl, walk, run, or fly?
• What do you need to do to improve?
Vision Statement
• Encouragement and support
• Why policy is needed• Cases when it will be used,
distributed• Oversight, notifications, and
legal implications
• Guidelines• Identity and transparency• Responsibility• Confidentiality • Judgment and common sense
• Best practices for personal use in service of organization as Champion • Brand
• Voice • Links to Org Strategy
• Dos and Don’ts for Personal Use from Legal
• Additional resources• Training• Operational Guidelines• Escalation
Leading On Social: Benefits of Staff Champions on Social
• Expand Reach• More Trust• Less Risk• Flexibility• Enhanced Capacity
Personal Brand in Service of Organizational Strategy
Audience:Socially engaged public
Audience:Journalists, Diplomats, and
Influencers
GOALEngagement
Support
Share Pair
• What are the key objectives of your organization’s use of social media and target audiences?
• What objective(s) and target audience(s) best align with your social leadership profile?
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?
Take A Quiet Minute To Uncover Your Authentic Brand
• What’s your super power?
• What do people frequently praise you for?
• What makes the way you achieve results unique?
• What energizes you?
Your Social Profile
• What is your expertise?• 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?
• Be visual• Inspirational Quote• Something Funny• Timely• Questions
Overcoming Writer’s Block on Twitter
Uses Twitter to support organization’s mission as a bipartisan advocacy organization dedicated to making children and families a priority in federal policy and budget decisions.
SEEK SENSE SHAREFinds and vets key blogs and Twitter 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 article in a tweet, adds hashtags, credits sources
Writes blog posts using multiple links shared on Twitter
Feeds his network with quality and personalized content
Engages with aligned partners and target audience
Leads conversations
Recommends other experts, sources, and articles
Credits sources
Bruce’s Work Flow and Tools
NETWORKER
“You are not ever a genius all by yourself. Your ideas are a function of the people
you are connected with…” – Carol Dweck, Author, Mindset
Engaging and Building Your Network On Social
• Event Engagement: Open Forum at a particular time and place
• Participatory Engagement: Invites comments and discussion on posts
• Personal Engagement: One-on-one responses to followers
Leveraging Your Professional Network: Strong Ties
Based on Rob Cross and Robert Thomas “A Smarter Way To Network”
Leveraging Your Professional Network: Weak Ties
• Social media can speed your connections to the right people and help you maintain relationships over time consistently.
• Strategic connections• Favor test and other ways to
set limits on accessibility and who you respond to
• Kondo your connections
• Online Rolodex• Pre-Event Connection• Growing Your Network• Reconnecting
Tips for Getting Started and Being Efficient
• Align Strategy and Policy• Tutorials• Talk to Peers• Feed and Tune• Found Time• Team Support
Share Pair: Leadership Style
• What is your preferred leadership style on social?
• What support do you need to develop and implement your strategy?
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