http://www.bethkanter.org

1. Leading on Social Platforms
Networked Leadership Skills Workshop
Beth Kanter,
Women in Public Service Institute , Mills College
April 16, 2015Flickr photo: Unicef ethiopia

2. 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

3. Who Are You?
• Social Change Activist
• Work for Government Agency
• Work for NGO Flickr photo by sacca

4. What is your experience with social media?
• Oversee or work on
strategy for NGO or
Government agency
• Implement strategy
• Both
Flickr photo by gedenfield

5. Do You Use Social Media As Yourself?
Flickr photo by sacca

6. Beth Kanter: Master Trainer, Author, and ChangeMaker
http://bethkanter.wikispaces.com/wpsp

7. http://teamcoco.com/video/linkedin-11-07-2013
VIDEO

9. Beth
356,371
Conan
236,251

10. Broadband
Mobile
Social Networks
3 Digital Revolutions
NGO Photography

12. Networked Nonprofits
Simple, agile, and
transparent nonprofits.
Everyone on staff uses
networks and social
media tools to make the
world a better place.

13. 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?

14. The Power of Networks
Image Source: Innonet

15. Social Change is Increasingly Network-Centric

16. 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

17. Network Maps
Two Lenses
1: Whole Network
2: Professional Network (Ego)

18. Whole Networks: Movements

19. Whole Networks: Organizational Network

20. Whole Networks: Twitter Hashtag: WEF 2030

21. 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

22. 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.”

23. Core
Ties Node
Cluster Periphery
Hubs or
Influencers
Network Maps: How To Visualize

24. 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.

25. 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?

26. Why Build Your Personal Brand/Leadership Profile on Social

27. 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

28. Personal Professional
Private Public
Personal Professional
Private Public
Worlds Collide: Identity and Boundaries Before Social Media

29. 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?

30. 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”?

31. Personal Brand In Service of Organizational Strategy

32. Strategic Voice
Audience Authentic
Personal
Brand
How To Be A Chameleon on Social

33. Personal Brand in Service of Organizational Strategy
Audience:
Socially engaged public
Audience:
Journalists, Diplomats, and
Influencers
GOAL
Engagement
Support

34. Personal Brand in Service of Organizational Strategy

35. Personal Brand in Service of Organizational Strategy

36. Aligning Personal Brand with Organizational Strategy
GOALS
Awareness
Engagement
Fundraising
Action
Audience:
Supporters, Donors,
Advocates

37. Audience:
Influencers, Journalists, Policy
Makers, World Leaders

39. 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?

40. Uncovering Your Authentic Personal Brand

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

42. 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?

43. Twitter Elevator Speech: Profile Bio/Image

44. Twitter Elevator Speech: Profile Bio/Image

45. 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.

46. Finding Your Voice on Social

47. Three Authentic Leadership Styles
1: WRITER 3: CURATOR
2: NETWORKER

48. THE WRITER

49. 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

50. •Be visual
•Inspirational Quote
•Observation or OH
•Something Funny
•RT with Added Value or
Humor
•Timely
•Social
Overcoming Twitter Writer’s Block

51. 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?

52. The Networker

53. 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

54. • 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?

55. • 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

56. Seek Sense Share
THE CURATOR

57. 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.

58. 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

59. Twitter Lists and Hashtags

60. Closing Circle and Reflection

61. Thank you!
www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter