Executive leaders at nonprofits should put community engagement via social media as a top priority in their job descriptions. They need to get their hands dirty.
But more often than not they don’t.
A broken model?
Usually, staffers do the “dirty work” with social media while management gets a debrief on ROI.
This is like having a nurses aid listen to a patient’s acute cardiac symptoms and tell the heart surgeon where to operate. A lot of critical information would be lost without the surgeon using her own stethoscope to listen directly to the patient’s heart.
Listening to your community is no different. Your community’s voice has a particular rhythm that can only be understood firsthand.
Four reasons EDs should be on Twitter
- Executive leaders can understand the community better through unfiltered direct access
- They can create greater trust within that community by demonstrating the orgs commitment to engage
- Respond faster to the community by eliminating the time it takes to play the telephone game
- They can anticipate needs that less experienced staff members might miss
But what if our executive leaders are too busy?
Too busy? If they aren’t willing to make an effort to hear firsthand from the people they serve, maybe they aren’t the right leaders for the organization.