Leading on Social PlatformsSocial Media Strategy for Foundation Leaders
Beth Kanter, Master Trainer, Author, and BloggerApril 2013, Knight Foundation Workshop
Photo by kla4067
Raise Your Hand If Your Social Strategy Goal Is ….
Improve relationships Increase awareness Increase traffic referral Increase engagement Change behavior Increase dollars Increase action
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.”
Maturity of Practice
CRAWL WALK RUN FLY
Where to focus …
Linking Social with
Results and
Networks
Pilot: Focus one
program or channel
with measurement
Incremental Capacity
Ladder of
Engagement
Content Strategy
Best Practices
Measurement and
learning in all above
Marketing Strategy
Development
Culture Change
Network Building
Many champions and free
agents work for you
Multi-Channel
Engagement, Content, and
Measurement
Reflection and Continuous
Improvement
Four Corners of the Room
Where is your organization now? What does that look like? What do you need to get to the next level?
CRAWL
Walk RUN
FLY
Maturity of Practice: Crawl-Walk-Run-Fly
Categories Practices AverageCULTURE Networked Mindset 2.3
Institutional Support 1.5CAPACITY Staffing 1.8
Strategy 1.5MEASUREMENT Analysis 1.5
Tools 2.0Adjustment 1.8
LISTENING Brand Monitoring 1.5Influencer Research 1.3
ENGAGEMENT Ladder of Engagement 1.5CONTENT Integration/Optimization 1.8NETWORK Influencer Engagement 2.0
Relationship Mapping 1.3
1 2 3 4
0.0 0.5 1.0 1.5 2.0 2.5
Arts & Cultural Alliance of Central …
Theatre Bay Area
The Alliance of Resident …
TOTAL AVERAGE
Austin Creative Alliance
LA Stage Alliance
C4 Atlanta
A Networked Mindset: A Leadership Style
• Leadership through active social participation • Listening and cultivating organizational and
professional networks to achieve the impact • Sharing control of decision-making• Communicating through a network
model, rather than a broadcast model• Openness, transparency, decentralized decision-
making, and collective action. • Being Data Informed, learning from failure
From CEO to CNO (Chief Networking Officer)
Feeding and tuning professional and
organizational networks
The Social CEO: Being Human
Open and accessible to the world and building relationships
Making interests, hobbies, passions visible creates authenticity
Discussion Questions …..
• What do you spend time doing as now that could be better done via social?
• How could social improve what you already know and value?• What are your communication strengths and preferences?• What other foundation CEOs are using social that you
respect, feel inspired by?
SCALING YOUR
SOCIALSOCIAL
All staff will connect with our community via
social!
Social integrated across departments
or job functions
Yes! CEO is on social and likes
it!
This social media stuff is #$_)*) I have work to do!
F*CK Yes! Can finally tweet about our programs from my
personal acount!
ALL STAFF USE SOCIAL IN SERVICE OF STRATEGY
Maturity of Practice: Scaling Social Strategy
CRAWL WALK RUN FLY
Social media policy is drafted and gaining support through “road shows” with departments
Social media policy has been discussed and approved by leadership.
Social media staff position includes facilitating training other staff to use social networks.
All staff use social media effectively to support organization objectives.
Social Media Policy: Don’t Let the Lawyers Scare You!
• Social Media policy is a living document
• Establish Good Working Relationship
• Track and Share Articles• Vet Issues w/Legal• Meet when there isn’t a crisis• Bring in social media savvy
lawyers
@rdearborn works for UpWell and she
LOVES sharks.
Leverage Staff Personal Passion In Service of Mission
Share Pair: How organizational cultures issues are in your way? How have you gotten past those and
created a social culture?
Crawl Walk Run Fly
Lacks consistent data collection
Data collection consistent but not
shared
Data from multiple sources
Org Wide KPIs
No reporting or synthesis
Data not linked to results, could be wrong
data
System and structure for data collection
Organizational Dashboard with
different views, sharing
Decisions based on gut Rarely makes decisionsto improve
Discussed at staff meetings, decisions
made using it
Data visualization, real-time reporting, formal
reflection process
CWRF: Becoming Data Informed: What Does It look like?
AnalysisToolsSense-Making
Discussion Questions …..
• Where is your organization in terms of social media measurement practice?
• What do you need to move forward?
How To Improve Measurement Practice
• Use the 7 Steps of Measurement
• Identify small pilots, place little bets, learn, pivot, and iterate
Cultivate Self-Awareness: The Failure Bow
1. Raise hands in the air and bow2. Grin like a submissive dog3. Say Thank You I’ve Failed4. Move on and learn
Summary
• Success happens by taking the right incremental step to get to the next level, but keep moving forward
• Use social media a strategy for organizational AND personal leadership
• Scale your organization’s social culture with a living social media policy
• Don’t let the lawyers scare you• Allow staff to leverage their personal passion in service
if your strategy• Place little bets, but learn from failure and pivot