women in public service project
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Leading on Social Platforms Networked Leadership Skills Workshop
Beth Kanter, Women in Public Service Institute , Mills College
April 16, 2015 Flickr photo: Unicef ethiopia
AGENDA OUTCOMES
Interactive
Peer Learning
Reflective
FRAMING
• Understand how to use
social as part of your
leadership profile
• Professional
networking online
Agenda
• Why Build Your Personal Brand or Leadership Profile With Social
• Personal brand in service of organizational strategy
• Uncovering Your Authentic Personal Brand
• Writing Your Twitter Elevator Pitch
• The Power of Networks and Professional Networking in service of social change
Who Are You?
• Social Change Activist • Work for Government Agency • Work for NGO
Flickr photo by sacca
What is your experience with social media?
• Oversee or work on strategy for NGO or Government agency
• Implement strategy • Both
Flickr photo by gedenfield
http://teamcoco.com/video/linkedin-11-07-2013 VIDEO
Networked Nonprofits
Simple, agile, and transparent nonprofits. Everyone on staff uses
networks and social media tools to make the
world a better place.
Leading on Social Platforms: Share Pair
• What is your greatest hope for using your leadership profile and online social networking to help solve the world’s water crisis?
• What is your biggest concern or challenge?
• What is your burning question about using your leadership profile and online social networking?
What: Social change networks are
collections of people and organizations who
are connected to each other in different ways
through common interests or affiliations and
work together on activities that change a
problem. A network map visualizes these
connections for our organizations or our
professional networks. Online and offline.
Why Visualize: If we understand the basic
building blocks of social networks, and
visually map them, we can leverage them
for our work and organizations can leverage
them for their campaigns. We bring in new people and resources and save time.
Networks and Network Maps
Professional Networks for Social Change Goals
National Wildlife Federation
Brought together team that is working on advocacy strategy to support a law that encourages children to play outside.
Team mapped their 5 “go to people” about this issue
Look at connections and strategic value of relationships, gaps
Professional Networks: On Social Media
“Visualizing my professional networks on social media can be helpful as a journalist and content curator to identify potential sources online.”
Create A Network Map
1. Think about all organizations and activists that you connect with to work on the water issue.
2. Decide on different colors to distinguish between different types people or organizations, write the names on the sticky notes
3. Identify connections. Draw the ties.
You can map your professional network or your organization’s networks.
Share Pair: Share Your Map
Visualize, develop, and weave relationships with others to help support your program or communications goals.
What insights did you learn from mapping your network?
Why Build Leadership Profile On Social: Benefits
• Reach: Ability to reach a different audience than the organization’s profile
• Humanize: People trust individuals more than organizational brand
• Flexibility: Less formal or structured than organizational channels
• Less Risk: Staff are better champions for your organization than outsiders
• Reinforces Expertise: Makes knowledge more visible
• Amplify Existing Work: Social amplifies the work you are already doing in other ways
Personal Professional
Private Public
Personal Professional
Private Public
Worlds Collide: Identity and Boundaries Before Social Media
Turtle
• Profile locked down
• Share content with family and personal friends
• Little benefit to your organization/professional
Jelly Fish
• Profile open to all
• Share content & engage frequently with little censoring
• Potential decrease in respect
Chameleon
• Profile open or curated connections
• Content/Engagement Strategy: Purpose, Persona, Tone
• Increased thought leadership for you and your organization
Based on “When World’s Collide” Nancy Rothbard, Justin Berg, Arianne Ollier-Malaterre (2013)
What Kind of Social Animal Are You?
Reflection Questions
• What is your biggest challenge navigating personal and professional boundaries on social media? What is most uncomfortable?
• How can you be more comfortable being a “Chameleon”?
Personal Brand in Service of Organizational Strategy
Audience: Socially engaged public
Audience: Journalists, Diplomats, and
Influencers
GOAL Engagement
Support
Aligning Personal Brand with Organizational Strategy
GOALS Awareness
Engagement Fundraising
Action
Audience: Supporters, Donors,
Advocates
Reflection Questions
• What are the key objectives of your organization’s communications strategy and organizational use of social media?
• How can you leverage your leadership profile
on social in service of these objectives?
Think and Write: Uncovering Your Authentic Personal Brand
• What’s your superpower? What do you do better than anyone else?
• What do people frequently compliment you on or praise you for? • What is it that your manager, colleagues, and grantees come to
you for? • What adjectives do people consistently use to describe you –
perhaps when they’re introducing you to others? • How do you do what you do? What makes the way you achieve
results interesting or unique? • What energizes or ignites you?
Think and Write: Your Elevator Speech on Social
Answer these questions in 160 characters in your profile bio: • What is your expertise? • Why should someone follow you? • What hashtags or keywords do you “own”? • Visual: What cover image conveys your personal brand?
It’s accurate. One professional description. It’s exciting. One word that is not boring. It’s targeted. One niche descriptor. It’s flattering. One accomplishment. It’s humanizing. One hobby. It’s intriguing. One interesting fact or feature about yourself. It’s connected. Your organization, hashtag or another social profile.
Baby Shoes for Sale. Never Worn.
Brevity: Write Tweets Like Hemingway Wrote Sentences
•Omit needless words •Describe •Simplify •Avoid giving it all away •One thought per tweet
•Be visual • Inspirational Quote •Observation or OH •Something Funny •RT with Added Value or
Humor •Timely •Social
Overcoming Twitter Writer’s Block
Reflection Questions
•How can you find your voice on Twitter or other social platforms? •What can you write about that helps your followers
become engaged or take action around your social change cause? •How can you inspire your followers with your words?
Source: Managing Yourself: A Smarter Way to Network by Rob Cross and Robert J. Thomas
“Core connections and relationships must … • Bridge smaller, more-diverse groups
and geography. • Result in more learning, less bias,
and greater personal growth. • Model positive behaviors:
generosity, authenticity, and enthusiasm.
@kanter
The Networker
• Age • Organization • Gender • Hierarchical Position • Area of Expertise • Geographic Location
Based on the work of Harold Jarche and Robert Cross
• Information and learning • Political support and influence • Personal development • Personal support and energy • A sense of purpose or worth • Work/Life balance
DIVERSITY BENEFITS
@kanter
Who Is In Your Core?
• Social media can speed your connections to the right people and help you maintain relationships over time consistently.
• Embrace weak ties strategically • Favor test and other ways to set limits on accessibility and who you respond to • Kondo your connections
• Online Rolodex • Pre-Event
Connection • Make or Get
Introductions • Growing Your
Network • Reconnecting • LinkedIn Group
Participation
@kanter
Strategic Ways To Build Your Professional Network
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 SHARE Finds 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
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