Eight in ten consumers feel they would be more willing to engage with a charity organisation if they knew that the CEO can be found on social media, according to recent research carried out by Master of Business Administration online. To me, and probably to many of us, this means that having social media presence is imperative for charity leaders that want to keep their organisations thriving.
Social media is now considered a major tool for charity leaders, since it enables them to speak directly to stakeholders who are generally expected to act as advocates of a particular cause, and enhance their profiles as a result, Zoe Amar, a freelance marketing and digital communications consultant, says in an article for The Guardian. If charity CEOs are still not present on social media but really want to be present on a particular platform, they need to start by setting their goals in order to outline their priorities, and decide what they want to achieve. Many charity leaders are concerned that they are too busy to deal with social media, but actually such platforms can be a real time saver. Just looking at the latest posts on Twitter and checking their LinkedIn profile can help them keep up to date with the latest developments.
For charities, public support is crucial for success, and that’s why talking to supporters is key for spreading the word about campaigns. Among social media platforms, the best channel for ensuring efficient communication with supporters is Twitter, because it provides lots of opportunities for connecting with people that care for your cause. Other channels for building relationships with stakeholders are blogs, where charity leaders can talk about their work, their inspirations, and experience.
But appearing on social media would be needless if a charity CEO fails to outline his/her values as a leader. A good example in this regard is Dr Mark Newbold, CEO of the Heart of England NHS Foundation Trust in the Midlands, who shares in his blog his thoughts on being an open and transparent leader. He has made use of social media to outline what his working week looks like, and to prove that being a leader is more than just making money.