Leading on Social Media Platforms Social Media Integrated

Leading on Social Media Platforms Social Media Integrated Strategy, Networks, & Learning for Foundation Leaders Kamyar Kalantar-Zadeh, MD, MPH, Ph. D Dec 2018, IFKF Kidney Foundation Workshop

World Kidney Day (WKD) 2016 Kidney Disease & Children International Federation of Kidney Foundations (IFKF) ) D K (W y e a s D a y e e s i n d i D ld K idney r o ) W D K 7 K 1 d 0 W n 2 ( a h y t l a y a t D e i s H ey n n e d i Obe www. World. Kidney. Day. org m K ) o www. IFKF. org d D l W r K o & W are W ( e s 8 y a 1 a D C 20 y Dise y y e e n n e id d i n K d K i d l K r to o s s W e 2019 rsal Acc e v i n U Dr Kalantar is a member of the World Kidney Day (WKD) Steering Committee www. World. Kidney. Day. org

You’re not Miley Cyrus

… but you can be Kam Kalantar

… and your foundation can be represented like this

How to keep up … (and not to be obsolete) You don’t exit if you don’t have a • 1980’s: credit card • 1990’s (early): mobile phone • 1990’s (late): email address • 2000’s: smart phone • 2010’s: Social Media • • Facebook Twitter Linked. In Instagram, Pinterest, reddit …

What social media platforms do you or other staff use as a “personal brand” in service of your organization’s strategy?

Social media. . . for social purposes? Some arguments against the value of social media in health advocacy and outreach/education • • • Excessive triviality (not taken seriously) Lacking peer review processes and accountability Complicated ethical issues Time consuming and complex in use Need to ‘keep up to speed’ with the technology

Social Media and Health Advocacy/Education: • Accelerates information sharing and speeds the transformation of one-way monologues into collaborative dialogues • Democratises and spreads knowledge widely and accesses more diverse perspectives • Helps to form and knit together communities • Encourages greater openness and transparency • Stimulates collaborative knowledge building and reduces the cost of participation and co-ordination of resources and actions • Makes you more likeable and connects you to millennials and younger ones Gorham, R. Carter, L. Nowrouzi, B. Mc. Lean, N. and Guimond, M. (2012) Social Media and Health Education: What the Early Literature Says. Journal of Distance Education. 26(2)

Identity and Boundaries before Social Media Personal Professional Private Public

Social Media: Worlds Collide Not Working Personal Professional Private Public Working

Networking & Fundraising

Charlottesville Area Community Foundation: Social Media Infused Giving Day “For a crowdfunding event in May of 2014, we had a goal of raising $250, 000 for community nonprofits in 24 hours. By leveraging social media to create viral buzz around the event, we were able to raise more than $500, 000 and double our goal. This word-of-mouth marketing, activated by social media channels, was a key to the success of this project. ”

Central Carolina Community Foundation Social Media Infused Giving Day “Social media was a huge part of our first giving day, Midlands Gives. Through social media, we were able to spread the word about the day and create excitement during the event. Our numbers of Twitter followers and Facebook likes increased significantly during this time as well as traffic to our website. We were also able to be a resource to the community and nonprofits and lead by example through our own posts throughout the event. ”

When do we START with Social Media?

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

What’s Your Maturity of Practice? 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 CULTURE Practices Networked Mindset Institutional Support CAPACITY Staffing Strategy MEASUREMENT Analysis Tools Adjustment LISTENING Brand Monitoring Influencer Research ENGAGEMENT Ladder of Engagement CONTENT Integration/Optimization NETWORK Influencer Engagement Relationship Mapping 1 2 3 4

Strategy and Measurement

Measure Objectives: Use Data To Improve Centre Gives & Social Media Strategy Increase Website Traffic/Donors 1800 2013 Centre Gives 1600 1400 Internal Champions 1200 1000 All Traffic 800 600 On average, 65% are NEW visitors. 400 200 0 2013 Jan Feb March April May Jun July Aug Sept Oct Nov Dec 2014 Jan Feb March Before the 2013 Centre Gives, monthly website traffic hovered around 400 visitors per month. The May and August spikes in traffic are focused around Centre Gives and inviting Facebook friends of staff/board. A media strategy supported by social media has significantly increased our monthly website visits.

Small Pilots for Learning: Blog Goals KPI Tools Increase traffic 50% increase in monthly unique visitors Google Analytics Increase subscribers 30% increase in monthly average subscribers Feedburner Increase engagement 50% increase in total comments per month Website

Mat 2013 -M t 2013 -·- . "' Go gle feedburner About Nonprofits (; I Edit Fee cl. Details. . . I Delete Feeel. . I Transfer Feecl. . . Analyze gg people v ed u, Optimize Publicize Troubleshootize Gl My Feeds s I . , , . . VIE 'I' Feed Stats , ae Subscribers Philanthropy 831 Blog Item Use Feed Stats Dashboa rd Show stats for IJu" e 19 . . : J ·· 4 · I. la p Overlay Wednesday, June 19, 2013 SERVICES Bloggers onfi gure Stats • 4 subscribers D • 2 reach D See more about your subscribers » Popular Feed Items In NAM E Total rch e VIEWS 40 W hat To Ex p ect From Our 2013 Grantmaking 2 Planned Giving and Agen cy Flex Funds the Way t o Go 2 How Many Likes Does It Take To Ma ke A P lanned Gif. . . 2 See more about your feed items » CLICKS 0

Organizational VS Leader Voice

Organizational VS Leader Brand

+ @ Savethe. Children @carolynsave Carolyn Miles Save the Children 7, 748 fo llowers 507 fr iends 886, 856 fo llowers 5, 560 fr iends RETRIEVE example: Bill. Gates + Oprah Out of the 100 biggest followers of @Savethe. Children and @carolynsave @Savethe. Children's 50 biggest fo ll ower s h ave a comb in ed r each of 145, 754, 728 @carolynsave's 50 biggest fo ll owers have a comb in ed reach of 22, 198, 058 • carolynsave • Savelhe. Children Tweep @carolynsave and @Savethe. Children sh are 8 big foll owers wh o h ave 4, 468, 386 foll owers @Savethe. Children has 88 big foll ower s w h o h ave 158, 396, 476 follower s @carolynsave h as 4 big foll owe rs w h o h ave 14, 362 , 622 foll ower s Bio Friends Followers Locat ion y @Savethe. Chlldren Thi s Pri vacy Policy add resses th e coll ection and use of personal in formation • http: //t. co/UA 9 Bj. Jfse. B 85 24, 620, 632 Madrid New albu m Sh akira, out Mar 25 / El n ue vo album Shakir a, disp onible el 25 de Marzo i. Tunes htt p: //t. co/2 hjhc. JE 9 fk / CD http: //t. co/HFz. QPv. OUy. Q 135 24, 229, 399 Barra nquilla Sharin g thin gs I'm learnin g through my foundat ion work and other Interests. . . 160 15, 280, 209 Sea tt le, WA 2, 626 11, 125, 672 Modell and Cristiano @Savethe. Children shakira @Savethe. Chlldren Bill. Gates @carolynsave TOOCH & BOOCH @Tyra. Banks tyrabanks 11 FB / JG / G+ / Pint erest :

Reflection • How can your leadership profile be in service to your organization’s strategy? • What is the first step?

Practical Networked Leadership Skills • Finding Your Personal Brand Voice on Social Media • Picking An Engagement Style • Building Your Professional Network

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

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.

ACLU of New Jersey and Udi Ofer Responder

Conversationalist Open and accessible to the world and building relationships Making interests, hobbies, passions visible creates authenticity

Nath K et al, JCI 1986

Is there a danger in use of Social Media? • Social media can boost your career – VERSUS • Social media can end your career

. , , Facebook photo … with placenta gets nursing student booted from JCCC Posted by Nadia Pfla… Tue, Dec 28, … at 7: 00 AM

UCI Dialysis Nurse was fired after her FB posting on July 4, 2015

Social Media is not going away

If you have a personal account, separate it from your professional one Lady Gaga by night Dr. Joyce Lee JAMA Editor by day

Follow the 12 -word Social Media Policy from the Mayo Clinic “Don’t Lie, Don’t Pry Don’t Cheat, Can’t Delete Don’t Steal, Don’t Reveal”

You (your Foundation) should be likeable! …even (USA) government encourages social media use! • Many CKD patients like you more! • Younger (and older) health care advocates will like you more! • You can promote your foundation and your ideas better (Social media based metrics and scores replacing traditional ones? !) • Your leverage will be vast (vaster). – Off-campus outreach, contracts, bidding, partnership. . , • Your presence will be felt more strongly – National and international arenas! – Being invited to major events to present • You are saying that you are not obsolete • … and that you are more likeable and more competitive than others around you: ISN, ASN, EDTA, ….

Summary • Use social media as a strategy to leverage organizational AND personal networks • Scale your organization’s social culture with a living social media policy • Allow staff to leverage their personal passion in service if your strategy • Strategy with the right success metric • Place little bets, but learn from failure and pivot

Thank you @Kam. Kalantar

Discussion Questions …. . • • How can you engage on social and with your professional network to leverage organizational goals? What type of engagement style is the best fit?

Thank you @Kam. Kalantar