There are plenty of benefits to having a personal brand, just as there are incredible benefits to hiring someone who has a personal brand. It allows you to be a thought leader, have a voice, and necessitates keeping a pulse on the online community, social trends, and evolving communication methods. Perhaps most importantly, though, having a personal brand allows you to be a better storyteller. CEOs with strong personal brands carry their social missions into their online identities and can be incredible assets for telling the kinds of stories that spawn change. They become spirited leaders of not only an organization, but of a cause. And the person, the organization, the cause, and the constituents are all beneficiaries in this personal-branding-for-social-change love-fest.
For most cultural nonprofits, there’s an un-tapped opportunity to build credibility, authenticity, and infiltrate your story with a professional demographic… and that opportunity lies in nonprofit’s CEO or a public-facing department leader.
Personal branding– also connection with brands and building networks online– -are big for the Gen Y crowd, but most nonprofit CEOs are not Millennials (yet…although I think this may take longer than Tierney’s proposed decade to occur due to merging nonprofits, late-retiring boomers, and other reasons). Folks build a personal brand to engage, to network, and to establish credibility as a thought leader. It makes sense that some of the biggest tech CEOs have personal brands like Mark Cuban (of too much to name), Marc Andreessen (of Ning), Craig Newmark (of Craigslist), and Guy Kawasaki (of Alltop). A large portion of their work takes place online, but increasingly, a large and important portion of all nonprofits’ work will take place online in the form of storytelling, online engagement, and building transparency- an already- important public attribute. We can learn from these tech and social industry leaders and their brand management. I’d say that they are good places to start, but museums already have some professionals with well established web presences.
An interesting thing about working in museums is that they have different departments and different opportunities for engagement. For some institutions, the leader in the online space is not the CEO at all. Here’s a very (very) select and diverse group of professionals with clear personal brands, and who successfully bridge personal and professional to be advocates for their museums. Their tribes range in size, they have different tones, and they appeal to different folks. Here are a few:
- James Leventhal (@jamesgleventhal), Deputy Director for Development, Contemporary Jewish Museum
- Beck Tench (@10ch) Director for Innovation and Digital Engagement, Museum of Life and Science
- Anthony Brown (@anthonybrown), Penguin Keeper, San Fransisco Zoo
- Lynda Kelly (@lyndakelly61), Manager of Online, Editing, and Audience Research, Australian Museum
- Lori Phillips (@HstryQT), Wikipedian in Residence & Web Content Specialist, Children’s Museum of Indianapolis
- Nancie Ravanel (@NancieRavenel), Objects Conservator, Shelburne Museum
In many situations, professionals who run social media or have tech roles within the museum are social tech savvy, so keeping an eye on them can be a cheat-sheet for current happenings. So where are the museum directors? I’m glad you asked. Here are two, stellar examples of museum CEOs with terrific personal brands. Both of the museum directors below use their personal brands to their- and their institution’s- advantage.. and they do it in different ways.
Nina Simon (@ninaksimon)- Director of the Museum of Art & History in Santa Cruz
Leveraging thought leadership to build community and elevate the museum. It’s no surprise that many (if not most) of the professionals online keeping updated blogs and personal brands are consultants and writers. This makes sense, as consultants’ credibility often depends upon their symbolic capital. Nina Simon was a writer and consultant before taking up her relatively new position as Director of the Museum of Art & History in Santa Cruz. Her blog, Museum 2.0, has thousands of dedicated readers and her book, The Participatory Museum, is a hit. The Smithsonian has called her a “Museum Visionary”, and with cause– just check out her projects and publications! The coolest thing about Nina Simon’s career is that it happened in large part because of her deciding to establish a web presence. In fact, she credits her blog for much of her career path and success. Here’s (a few of) the many things that Nina Simon did right that leveraged her brand (and reputation) in the long run:
- Nina Simon built a brand
- She carved out a timely niche (participatory museum experiences)
- She became an expert (the expert, arguably) in her niche
- She built a strong community and made herself known as the go-to person for her niche
- She embraced multiple online platforms, utilizing Twitter, Blogging, Facebook, and became involved in various committees and online communities
- She became the Director of the Museum of Art and History in Santa Cruz
- She told everyone
- Now all of her followers and communities have this museum on their radar and the museum gets to benefit from the symbolic capital of having an established thought leader and author leading their institution (and their brand).
Max Anderson (@MaxAndersonUSA)- Director of the Indianapolis Museum of Art (until January)
- Anderson led IMA in creating its famous IMA Dashboard in 2007. This initiative was well-timed and has gained significant and much deserved recognition for leading the way for online organizational transparency in all sectors.
- After receiving a suggestion from blogger, Tyler Green of Modern Art Notes, on Twitter, Anderson promptly bet famous works of art on the 2010 Superbowl… through his personal Twitter account. The initiative displays the importance of listening to an online audience, acting quickly, and well… just being cool. Unfortunately, the Colts lost the Superbowl, but the IMA held up their end of the bargain: they lent Turner’s The Fifth Plague of Egypt, 1800 to the New Orleans Museum of Art for three months. We’ve all looked to this as a great example of online engagement and local community cultivation ever since. And now these bets are becoming tradition.
- Artbabble is a community that showcases video art content in high quality format from a variety of sources and perspectives. It was created so others will join in spreading the world of art through video– and it’s working. The initiative now has over 30 museum partners throughout the world and a cool, online-friendly tagline: Babble on.
Max Anderson not only aided his museum through his own personal brand, but he gained recognition for the institution as an online community-building leader during his time at IMA. He was an advocate of social technology and information-share. Here’s a bit of what Max Anderson did right to help create and elevate his brand:
- He came into IMA as the Director
- He realized the potential value of online engagement relatively early (he’d dappled with some online information-share initiatives in the past)
- He supported efforts to engage online communities through new initiatives
- He used social media himself (fearlessly, in the case betting artwork on the Superbowl)
- He made information about himself and IMA accessible
- He encouraged IMA to take up initiatives in the online space and made a (good) example out of the institution
Both Nina Simon and Maxwell Anderson are considered thought leaders in the area of museums and social media. And in fact, by very large measure, both of their successes stem from their personal/professional involvement in the online space. Through this involvement, both Simon and Anderson have moved their organizations forward and propelled them into the future… through two relatively different approaches.
Want to figure out how to take the first step in branding yourself as a museum professional? There are a lot of resources out there to help– but I’ll post some of my very favorites on Thursday (December 8th) to help get you started and outline some basics.
In the meantime, please comment and share examples of your favorite museum and nonprofit directors (or department leaders) involved in community engagement. There are some great examples out there and I’d love to hear your favorites.
About the author
MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore