Thought Leadership on Social Platforms (Beth Kanter)

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

What is your burning question?

Beth Kanter: Master Trainer, Author, and Blogger

@kanter

Beth356,371

Conan236,251

BroadbandMobile Social Networks

3 Digital Revolutions

NGO Photography

3 Digital Revolutions Are Changing Institutions

Organizational and Individual Networks

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

Leadership Conversations

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

Personal Brand in Service of Organizational Strategy

Amplifying and Extending Brand Reach

GOALAdvocacy

Organizational VS Leader Voice

Target Different Audiences

Audience:Supporters, Donors,

Advocates

Audience:Influencers,

Journalists, Policy Makers, World

Leaders

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?

Worlds Collide: Identity and Boundaries Before Social Media

Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)

What Kind of Social Animal Are You?

How To Be A Chameleon

“Be yourself because everyone else is already taken.” - Oscar Wilde

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 Is An Elevator Pitch!

Social Elevator Speech

Social Elevator Speech

Your Social Elevator Speech

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?

Three Authentic Leadership Styles

THE STORYTELLER

• Be visual• Inspirational Quote• Something Funny• Timely• Questions

Overcoming Writer’s Block on Twitter

THE CURATOR

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

Twitter Lists and Hashtags

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?

Thank you!

www.bethkanter.orgwww.facebook.com/beth.kanter.blog@kanter on Twitter