10 Things Associations Can Say With Video, In Honour of YouTube’s 10th Birthday

My, how time flies.

It seems like just yesterday that a young YouTube was entertaining us with Charlie Bit My Finger and Double Rainbow Man while making our mouths water with all the marketing and awareness opportunities it presented. And now YouTube is 10-years-old.

The video-viewing platform has aged well and is still be a terrific option for associations looking to engage with its members. In fact, we have put together 10 examples of how your association can talk to members through YouTube in honour of this milestone. Here they are:

“Look How Our Staff Helps You Every Day”

It’s easy for your members to see your association as a series of circles on their calendar. April is the month to pay dues. July is the summer networking event. November is the yearly conference. YouTube is a great way to show people that your organization is more than just the sum of these flashy events. One way to do this; create a “Day In The Life of Our Office” video. Show members what your staff do every day, what projects and services they are working on and how they define success for members and the association as a whole.

“Here’s How You Can Get The Most Out Of Your Membership”

Members usually have a tough time justifying the expense of membership if they aren’t using the services that come along with it. Sometimes, the reason for this is they don’t know what services are best and how to access them. Underline the value of membership and help members develop their careers by creating a video or a series of videos that highlight lesser-used services or a package of benefits and showing members how to get the most out of them. It will be a small investment with a potentially huge return.

“Our Annual Conference Is Pretty Awesome for Members”

Your annual conference is awesome; you know, your staff know it and your planning committee knows it. Members might not know it, yet. Similar to membership, conferences are often a big expense that people can’t justify without knowing what exactly their getting. Next time you go to your conference, come prepared with a camera. Film all the different aspects of your event, capture what sets your association apart and interview attendees. Put it all together and showcase the sights and sounds of your conference. It will help your association make a more vibrant pitch to members who are on the fence.

“Check Out How Valuable Exhibitors Think Our Trade Show Is”

It’s getting tougher and tougher to convince potential exhibitors that paying for space at your trade show is worth it to them, especially with social media opening up quick and inexpensive opportunities for businesses to reach clients. Nothing will help persuade them to make the investment like hearing the return on investment from a competitor. Create a testimonial-type video with a number of exhibitors mentioning the benefits of your association’s trade show. Interview attendees about the value of the trade show as well. Businesses may not listen to your association, but they will listen to customers.

“This One Member Is Pretty Awesome For These Reasons”

Everyone likes to be recognized. Your association is in the unique position to give exceptional members some attention. In doing so, your organization is setting itself apart by providing members a spotlight in a competitive industry or by simply being known as an organization that rewards loyal, hard-working members. If you hear of a member who has done something interesting or has achieved a big goal, ask them if you can profile them with a video. Tell their story and show other industry members how much more exposure they can gain through your association.

“Learn A Little Something About Our Board Members”

Your Board of Directors is a large influence on your association. The decisions it makes affect every aspect of the membership experience. If your members don’t know your Board, they can’t understand or believe in the choices they make. Creating a video introducing your Board to members is a great way to make your association’s governance more relateable. Videos are an especially handy tool for when a big, association-changing decision is made. You can write press releases all day explaining the logic behind the choice, but hearing it directly from the top (your Board) helps members get used to it faster.

“Look At Our Advocacy Efforts And How They Benefit You”

Associations can set themselves apart through advocacy. The logic behind effective lobbying is “strength in numbers” and this is what associations provide. However, the value of advocacy is often abstract for not easily quantified. Therefore, showing members how your association has their back on important legislative issues with video can add proof to your organization’s claims of value. Create quick clips of your association’s trip to government, film a press conference to make it easier for media to access and interview members on the issues that matter most to them.

“Here’s What We’re Doing For Young Members and Students”

It’s great to recognize long-time members, but it’s also crucial to attract the next generation of professionals to ensure the long-term health of your association. Create a video showing how young members can thrive by joining and participating in the organization. Film events your association provides for young professionals, showcase the awards available for students or interview a younger member about why they feel your association is valuable and a great tool to climb the ladder.

“Check Out This New Member Service, It’ll Help You Out”

Here’s the scenario; your association has just come out with a new service for members and all the staff is excited to launch it. There’s only one problem; your members don’t know anything about the new service. A video will add to your marketing and awareness efforts by explaining to members how to get the most out of this new service. Videos are a useful tool for this purpose because it can provide a explanation for members without overwhelming them with page after page of words while helping them with the addition of visuals, including charts, graphics and point form guides.

“This One Veteran Member Is A Star Of The Industry, Hear Us Interview Him”

Veteran members are a great source of compliments for your association. Your association has probably been a valuable resource for this member which is likely the reason they have stayed with you for so long. Film a short interview with this veteran member and talk with them about their accomplishments. Ask them about their commitment to the association and how it has helped them develop professionally. Hearing the value of your organization from a trusted colleague in the industry will help convince potential members that it’s worth following their lead.

Thinking Outside The Mail Box: What Email Can Do, Social Media Can Do Better

Email has been the champion of mass communication platforms for a long time, and for good reason, but no one is perfect. Email has its limitations and its flaws, especially when you’re an association looking to expand its reach and better serve its members.

The time when email was the only way associations and non-profits connected with their community online is now over. Social media has long-ago inserted itself into everyday use for organizations looking to get the word out. Its not enough to send a regular newsletter to 1,000 inboxes or continually promote causes, events and news with email blasts any more. While email is still a valuable way to supplement your marketing and communications efforts, social media has evolved to arguably become the stronger of the two outreach methods.

If you’re still a little skeptical (or a lot skeptical), give us a chance to make our case. Here are three things that email does well, but social media does better:

Recruiting Volunteers

Volunteers are an important part of any operation. Whether its reaching out to members in an effort to fill committee spots or to the general public to help a cause, communicating your organization’s goals and convincing people to join in achieving them is no easy task.

Email requests for volunteers often fall on deaf ears. Unfortunately, they too often become text-heavy nuisances that get lost in the sea of other important messages your members receive on any given day. Social media, on the other hand, allows your organization to be in the right spot at the right time while also highlighting how volunteers can make a difference, not just in the lives of others, but in their own as well.

The majority of LinkedIn users are looking for a professional leg-up. Your LinkedIn page/group is where your members or community go to share their expertise in the form of articles, network and seek out opportunity. This makes LinkedIn the perfect place for your organization to advertise its need for volunteers. It’s a perfect match between opportunity-seeker and an organization in need. Additionally, LinkedIn’s Non-profit Volunteer Marketplace offers organizations a dedicated space to post opportunities and appeal to those who are specifically looking for volunteer roles in their community.

Besides LinkedIn, infographics and videos allow an organization to chart out the value of volunteering with your organization. These tools, easily published on YouTube, a blog, Twitter and Facebook, answers the question, “What’s in it for me,” that many in your community might be asking. Rather than giving a vague, down-the-road response, show the pay-offs quite clearly. For example, if your association is looking for volunteers to join the a committee, chart out the impact their decisions could have on the organization or create a video in which current committee members explain how their participation has benefited their career.

Promoting Events

Nothing says “typical, old event” like a half-dozen, text-laden promotional emails leading up your organization’s conference or initiative. Let’s face it, if you do the same marketing over and over again, your community is going to start wondering if the event is going to offer anything other than what they’ve already seen in past years.

Social media offers your organization a host of new ways to promote your event that compliment your email regiment and draw attendees, both loyal ones and newbies. We’ve covered many of the ways in which social media can help promote your organization’s event and when comparing these opportunities with what email offers, its not much of a contest.

The opportunities that social media gives your organization in promoting events can be split into two main categories. The first is proving value. We showcased the ability of infographics and video to convey value in the previous section on recruiting volunteers and the same can be said for promoting events. Tweets and Facebook posts also allow your organization to focus on one area of your events that will help provide value to potential attendees without overloading them with information or a hard-sales approach. But probably the most effective approach in convincing someone to attend an event is to hear it from someone they can relate to. Blog posts can do wonders in this area. Have a member write a post about their good experience at an annual event or something along the lines of, “Five ways to get the most out of the annual conference.” This will help members see that your attempts at promotion are not driven solely by money, but by a genuine desire to help your community.

The second of the aforementioned categories is giving your community a voice. When you allow your community to help shape the event in small ways, it will help build their faith in the value of the event and pride in helping shape it. Social media gives your organization the ability to accomplish this crucial task. Tweets, Facebook posts, blog comments and contests that can be spread over multiple platforms allow your community to chime in on everything from catering choices to lecture topics, entertainment selections and the registration process. While it is important to give your community a voice, provide carefully thought out options for key elements of your event or risk committing to something that’s over budget or impossible to deliver.

Interacting with Members

Interacting with members has always been important. Keeping your association’s community informed about organizational news, industry trends, important legislation and feedback opportunities, such as surveys, has always been a way to support members. With the advent of social media, increased interaction between member and association has become expected. While email does allow the dissemination of information, it doesn’t quite lend itself to the back-and-forth of conversation like social media does.

Email is great for relaying basic information, but social media gives associations the opportunity to showcase different perspectives of issues and initiatives. For example, an email about an association’s lobbying efforts is an effective way to convey information and updates, but a video, a blog post and/or live-tweeting give members more access to both knowledge and value, while allowing them to comment and join in.

Social media also allows your association’s members to ask questions and get the specific answers they are looking for, something unavailable or overwhelming with mass emails. The best example of this comes from platforms like Twitter or Facebook. Members are given the chance to ask questions, such as, “How do I access the online version of the association’s publication,” and get a timely and tailored response. These platforms are also conducive to asking for and receiving feedback. Posting a poll on Facebook or tweeting out a question, such as, “What was the best part of last week’s conference?” gives your community an opportunity to respond and take part in shaping their own organization.

Lastly, social media is a great tool for association’s to help stimulate conversation not just between the organization and members, but between members and their colleagues. LinkedIn discussion boards and Twitter chats are platforms that organizations can use to promote conversations and increase the amount of networking and information provided to members. Email is an unlikely source for this sort of all-way, timely and flexible communication.

5 Ways to Integrate Social Media into your Association’s Next Membership Drive

There are two types of members when it comes to membership drives; those your association wants to retain and those your association wants to recruit.

While this is simplifying things a little too much, it does highlight a significant point for associations and their membership strategy. It’s vital that organizations think about their different audiences when it comes time for a membership drive and tailor their communications to each segment.

Social media is one communications tool that associations can effectively use to connect with different demographics during a membership drive. Just like other media, online platforms don’t follow the one-size-fits-all motto. That’s why we’ve taken a look at the five people your association encounters during a membership drive and how to draw them to your organization through social media.

The Loyal Member

Everyone likes a little recognition, especially members who have invested in your association time and again. Social media give your organization a perfect platform to offer these members something in return.

Your association can profile a long-time member on its blog or in a video. It’s also a great idea to post about loyal members on Twitter, Facebook and other platforms during a membership drive. For example, tweet that a member has been a part of the association for 30 years and one interesting fact about them. Not only does this show loyal members that they are appreciated, it also highlights your association’s culture of recognition and shows others that they will be rewarded if they stick with the organization year after year.

The Lapsed Member

These are the members that your association has an on-again off-again relationship with. They were members for a bit, but haven’t paid the dues in a year or two. They’ve seen what your organization can do and didn’t find it worth their while. This where social media can team up with other communication tools and win back the hearts of lapsed members.

To create an effective social media strategy around lapsed members for membership drives, you first have to find out why they left in the first place. Using surveys or good old fashioned telephone calls can help you pinpoint the issues that created a rift between your association and lapsed members. Once you have this information, build your social media strategy around showing lapsed members how your organization has improved. For example, if lapsed members say they didn’t get enough out of events/conferences, create how-to videos on best practices in networking and getting the most value out of your association’s events/conference. Share these videos on several platforms and make lapsed members reconsider.

The Long-Time Non-Member

There are some people who aren’t members and have never been. These are the people that associations crave during a membership drive, but are often the hardest to attract. The reason for this reluctance usually focuses on a perceived lack of value that membership provides an individual. Social media, specifically infographics, can be a strong force in reversing this type of thinking.

Infographics jazz up the cold, hard numbers in an easily-readable, informative format, which makes it ideal to prove value to skeptical potential members. Crunch the available numbers on the value of benefits, programs and events and repackage them to create a positive overall picture of how your association helps members. For example, create a chart comparing the yearly spending of non-members vs. members, calculate the total savings and input it into the infographic. Infographics can be shared on almost any social media platform, which makes it a great way to reach a lot of people in any given industry and dispel any myths about a lack of value.

The New Non-Member

These are the fresh-faced individuals who are new to the industry and who your association will have to woo with a great first impression during a membership drive. Most of these potential members are part of a younger generation and are focused on networking to create a good foundation for their career. This makes for an interesting opportunity for your association on social media.

LinkedIn is a popular social media platform for young professionals looking to network and make a mark in an industry. Creating a LinkedIn group, posting articles and starting conversations is a great way to include young professionals and reinforce a culture of accessibility, customer service and learning. Moderating Twitter chats are another way to connect young professionals to industry veterans through your association and establish your organization as the go-to resource for career development. Writing blogs about relevant issues for young professionals can also highlight your association’s commitment to those who just entered the profession.

The Business Member

Industry professionals probably make up the bulk of your association’s membership, but business members (those who provide services to your main membership group) can be a crucial part of your revenue strategy and membership drive. Social media is a great way to convince potential business members to invest in your association.

One of the best ways to showcase the association’s value to business members is for companies to hear it from other companies. This means a simple guest blog can work wonders. Write a blog post that includes an interview with a current business member or, even better, recruit a loyal business member to write their own post. Focus the post on the benefits available to business members and how to best access these benefits. You can also present value in an infographic about trade show stats, sponsorship opportunities and other services.

Let’s Face It, Social Media Might Be A Loss Leader For Your Association, But It’s A Leader Nonetheless

First thing’s first; social media can have a great return on investment for your association. It might not always be the traditional, financial, X-number-of-retweets-equal-Y-amount-of-revenue. It could have a money-focused tinge to it, but where organizations are going to see the biggest impact is in the formation of first impressions.

Let’s get the terminology out of the way right now. For those who don’t know what a loss leader is, it’s a product or service offered by an organization that doesn’t directly increase profit, but gets people in the door and investing in other areas. For example, companies will sell printers at a loss in order to stimulate sales of their ink cartridges. Social media can act much the same way.

Here’s the scenario; a non-member is on Twitter/Facebook/Instagram/etc., and sees a colleague retweet/share/like a post from your association. The content they see from your account interests them or is a helpful resource. This may be their first impression of your association in action or their first impression of your association ever. They may connect with your account, see the value of the organization and invest in a membership, service or event. In that way, your association may bring in a handful of members through the great first impression it presents on social media. After all, people go online these days to meet information and its sources.

It’s great that social media brought new members into the fold, but let’s be honest, the revenue gained from these new members does not equal the money spent on it. However, word of mouth is a powerful marketing tool. If one person has a great experience with your association, they will tell colleagues, clients or staff. This may lead to further investments in membership and increased revenue. This great experience started with a great first impression; a warm, helpful greeting as a non-member enters into your association’s house. This warm greeting is called social media.

Let’s face it, social media might be a loss leader for your association. You might spend hundreds or thousands of dollars on it every year and not see that money come back to your organization in the form of direct revenue. That’s okay. It’s a service that your association offers to help members. It’s a tool to shine a spotlight on your association and its benefits. It’s an avenue to engage members and non-members alike as well as start a conversation with sponsors and policy makers. All those elements combine to bring people into the door, to drive traffic to your website and its registration page and give your community a chance to voice their positive feedback in a public forum.

Loss leader isn’t a dirty word. Yes, it implies your organization might lose money on this particular activity, but it also implies that it’s a leader. Social media can help lead your association on the right path, it can help guide members and non-members to the most helpful resources you have and it can give a boost to other areas of your organization’s revenue strategy.

A Guide to Handling Your Organization’s Rebranding Efforts on Twitter

There comes a time in (almost) every organization’s life when it must rebrand itself. To those organizations planning to go through it, Twitter is there for you.

Rebranding is never easy and most of the time it’s a downright pain in the rear, but sometimes it’s necessary for associations, non-profits or small businesses. A total changeover at any organization includes a reshaping of the Twitter account. The transition has to be done right, but when it is, Twitter can make the whole process easier for the organization and its community.

Before the Rebrand

The time leading up to a rebrand is longer than the time is actually takes to transition an organization. There’s planning, research, consultations, stakeholder meetings and more. Using Twitter can make this planning process a little easier on everyone involved.

Rebranding can leave your community a little lost. Giving them as much information as possible leading up to a rebrand is crucial to keeping them informed, engaged and loyal even after a huge transition. Twitter helps your organization connect with its community every day. Be sure to tweet out links to important documents on your website related to the rebranding, such as a piece on the reasons for such a change, and let them know if there is a meeting or consultation they can attend.

Twitter also gives your community a chance to ask important questions and for your organization to instil trust in the community by answering those queries. Conduct a Twitter chat with your CEO, owner or executive director on the topic of rebranding. You can even create a hashtag, such as #InclineMktgRebrand, where your community can go to check on updates and ask questions. This will help your organization keep up with community feedback and will give your community a forum to learn and inquire.

Last, but certainly not least, make the rebranding fun on Twitter. For example, most rebranding efforts include a change in logo or signage. Have your Twitter followers submit ideas and vote on which one they like the best. This will give your community a voice in the rebranding and will keep your organization from alienating its loyal base.

During and After the Rebrand

Rebranding often means a change in name, which will mean a change in your Twitter account. Out with the old, in with the new! It is necessary, but if not done right, it will lead to a substantial loss in your followers and engagement and thus your organization’s ROI.

When the Twitter handle changes over to the new one, continue to tweet from the old account for a week or two (in addition to tweeting from the new one). During this time, frequently remind followers on your old account that the handle has changed. Continue to check interactions that the old account receives, especially mentions, and respond from both the new and old accounts. After a week or two, let followers of your old account know that you will be shutting down the old account. Continue notifying your community of this change and after three or four week, shut down the old account. This will cut down on confusion and complete the Twitter rebrand.

Twitter can be a powerful tool to help your community get used to a recent rebrand. Keep tweeting out information and details on the changes. Tweet links to the new website (if there is one) so they can get used to the new URL. Tweet about the changes and hold another Twitter chat to answer any questions. Make it fun again. Create a contest that offers followers a chance at a prize if they mention your new Twitter handle in a complimentary tweet. This will keep your community informed and engaged.

Don’t be overly concerned if your followers drop noticeably. This can actually be helpful in determining your Twitter account’s success and ROI. Many of the followers who don’t make the switch to your new Twitter account are not your target audience. This will allow you to assess how many key influencers you have and which demographics you should target moving forward.

Make sure to update all your information on Twitter, including the About section and your cover photo. Give your followers as much notice and as much information as possible before, during and after rebranding and Twitter will become a powerful tool in making the change a successful one.

Crowdsourcing For Non-profits And How Social Media Can Help

Last week we talked about Merriam Webster’s word of the year for 2014, which was culture. Culture is a great word, especially when we’re talking about associations and non-profits, but another term that pervaded our thinking in 2014 and into 2015 was crowdsourcing.

If you’re not familiar with the definition of crowdsourcing, it’s the process of obtaining information or input for a particular task or project by enlisting the services of a number of people. For example, crowdsourcing can be as simple as asking a wide audience (via Twitter) what to make for dinner and receiving numerous suggested recipes for an appetizer, entrée and dessert from various people. You put these suggestions all together and get a whole meal out of it. And voilà, you have successfully crowdsourced.

Following along with the dinner analogy, your association or non-profit can make a delicious meal for its membership/community through crowdsourcing. Crowdsourcing has definite advantages, from being cheap to giving your community a voice in decisions that directly affect them. Here are just some of the ways you can get your target audience involved, engaged and part of the process by crowdsourcing content from and for social media.

Publications

Your association communicates with its members through various tools like newsletters, email blasts, blogs and, last, but certainly not least, a trade magazine. These publications need content. Sourcing or writing this content can sometimes be a pain in the unmentionables and can take up valuable time and resources. Crowdsourcing can be the answer to these problems.

Create a page on your website where members can submit ideas for blog posts or magazine articles and can volunteer to write them. Tweet or post on Facebook asking for willing authors or simply asking which issues the membership thinks are going to be important in the next few months or year. Start an Instagram, Twitter, Facebook or Pinterest hashtag where members can share photos or short insights that can be incorporated into a section of your blog, website, newsletter or magazine as a “Speaker’s Corner” type feature.

Events

It’s someone’s job to plan your organization’s event and they probably do a very good job at it, but a little input from members is never a bad thing. Knowing which speakers, topics and social events to plan for is often done through plenty of research. Crowdsourcing, via social media, allows your organization to use the knowledge of your attendees as part of that key step.

Create a hashtag on Twitter and an event page on Facebook relatively early in order to establish an audience on each platform. Ask questions about which topics would be most interesting or advantageous to attendees. Utilize Facebook’s polling tool that allows members to vote on the best topics for the event or the entertainment for a social night/fundraiser. Urge trade show participants, volunteers from previous events or recent donors to write in with small passages on why they are part of your organization’s mission and make it into a blog post or YouTube video.

Fundraising

Crowdsourcing has become a popular tool for entrepreneurs and innovative minds who need some seed money for their enterprises. Non-profits and associations can take these examples and apply them to their projects and initiatives using social media as a megaphone for their efforts.

Create a crowdfunding project where members or donors can give small amounts to support a new service (such as an app for members) or a community initiative (such as building a community garden). Offer small rewards for people who give to the cause, such as 10% off registration to the next conference or a bushel of tomatoes from the garden. Unfortunately, no one can give to the crowdfunding initiative if they are unaware of it. Use social media to share the project. Make a video or an infographic about its potential impacts. Create a hashtag for it and tweet numerous times on Twitter. Use Facebook to run a contest, perhaps making entering people into a draw for an additional prize if they share a status about the crowdfunding project.

Four Types Of Culture Your Association Wants And How Social Media Can Help You Get Them

Merriam-Webster released its 2014 word of the year a couple weeks ago and it’s not what you’d expect. Instead of a buzzword, such as content marketing or slacktivism, the world-renowned organization chose an much more important word; culture.

According to the good people at Merriam-Webster, culture is a term to convey a kind of academic attention to systematic behaviour and allows us to identify and isolate an idea, issue, or group. In other words, culture is the definition of an entity, such as an association, based on the way they act and talk.

Culture is obviously an important term in today’s world and it is an idea that influences how your association operates. Culture dictates how your staff works, what your organization’s goals are and how members interact with the association. A great social media strategy can help your association enhance a culture that entices new members, draws the attention of present members and strengthens the organization in other areas.

Your association certainly has an ideal culture in mind. That philosophical notion is put into concrete terms through things like a mission statement, specific member benefits, the type of education sessions offered at conferences and how staff communicate with members. All these things combine to define what your association represents and what it’s known for.

Good association culture is not a new thing and social media alone doesn’t create a culture of success, but it can highlight it, underline it and put an exclamation at the end of it.

Here are a few examples of what culture your association would want perpetuate and how social media could help

A culture of knowledge

If you want your association to be the go-to resource for industry knowledge, social media can give you a helping hand. Your association’s goal might be to provide the most up-to-date research and relevant content to help members. Online platforms are a hugely effective way to spread information. You can reach hundreds or thousands of people with a link to your latest publication or a research report through Twitter. You can write a blog outlining how to deal with new legislation that affects members. You can post a how-to video on YouTube that helps guide members through difficult times, such as a natural disaster. By getting that information out in large amounts and making it accessible to all strengthens your association’s culture of knowledge.

A culture of customer service

If you want to maintain a culture where members, sponsors and industry professionals feel comfortable communicating with your organization and get great service, social media is a the perfect tool for you. Any online platform cultivates instant two-way communication. For example, Twitter allows a member to ask a question of an association or comment on one of its services and receive a timely, tailored response. Social media allows your organization to be accessible and transparent to its members, which is a great asset for when non-members or potential sponsors want to find out more about your organization, but aren’t ready to take the step of calling, emailing or walking into the office.

A culture of community

Every association wants to create and grow a culture of community and make the organization a place members think of when they want to connect with colleagues. Social media was built to create a tighter community for people with similar interests or career aspirations, which makes it perfect for associations looking to instil this culture. Your association can stimulate conversation between members and those in the industry through social media, as it gives people a platform to connect with people they may never otherwise talk to. Having an association LinkedIn page is a great example. By creating informative posts and putting forward conversation topics, your association can build a sense of belonging and inclusiveness for members.

A culture of excellence

If you want members to think of excellence and accolades when they hear the name of your association, social media may be one of your best friends. One of your association’s main goals is undoubtedly to help advance the careers of its members. One way to do this is through programs that promote striving for success, like awards or professional designations. Marketing these programs can get a huge boost from social media, as it creates a culture of recognition that others want to be part of. Recognizing members and accomplishments is done best when there is a large audience and social media is great in this regard. For example, you can highlight a member who just won an award through Twitter, a blog, a YouTube video, Instagram, Vine or Facebook. The more you get the word out, the more your association’s culture of excellence grows and flourishes.