Chief Influencer®

The rules of influence have changed, but many organizations are still playing by the old ones. In this special live briefing, Anthony Shop is joined by the authors and a key contributor behind Carnegie's new report, How to Engage with New Media: A Strategic Guide for Nonprofit Organizations. Rachel Kleinfeld and Renee DiResta, the report's co-authors, along with Carnegie Senior Fellow Sarah Labowitz, break down why traditional media strategies are no longer sufficient, why people trust individual creators more than institutional brands, and what organizations with limited budgets can actually do about it. From Sarah's unpaid partnership with storm chaser Edgar O'Neill to Renee's insights on why comments matter more than follower counts, this conversation offers a practical roadmap for any leader trying to build trust and reach new audiences in today's media landscape.

Takeaways:
  • Reach your audience through the media they actually consume, not the demographics you assume they fit into.
  • Invest in relationships with creators before asking for transactions. The best partnerships are built on mutual respect and shared curiosity.
  • Comments drive visibility and trust more than follower counts. Platforms like Threads and Instagram reward active community participation.
  • Lead with curiosity, not authority. Content that invites the audience to discover conclusions on their own outperforms expert declarations.
  • Think of your long-form research as the beginning of the content process, not the end. One report can fuel dozens of pieces across platforms.
  • Start small: commit to posting once a week and holding a regular "hook meeting" to sharpen your opening lines.

Quote of the Show:
  • "Those of us who are prizing traditional media and still thinking of it as media and this other thing as new are actually almost reversed in our thinking." — Rachel Kleinfeld

Links:

Creators and Guests

Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Amanda Goyette
Guest
Rachel Kleinfeld
Senior Fellow, Carnegie Endowment for International Peace
Guest
Renee DiResta
Author, "Invisible Rulers: The People Who Turn Lies Into Reality"
Guest
Sarah Labowitz
Senior Fellow Carnegie Endowment for International Peace

What is Chief Influencer®?

Washington is the Center of Influence - in the U.S. and arguably the world. Chief Influencer® spotlights leaders who have figured out how to break through in today’s fragmented and noisy world. Social Driver teamed up with The George Washington University College of Professional Studies and The Communications Board to recognize these leaders as Chief Influencers and highlight how they inspire and influence others.