How To Treat Current Events And Trending News On Your Organization’s Social Media Platforms

Navigating the news on social media is a tricky business. Not only is there so much of it to wade through on a daily basis, but because of the 24-hour news cycle and the way we use technology, one story might be popular for what seems like a split-second before another takes it place.

The pace by which news is delivered these days is enough to make you throw up your hands in frustration and declare that you’re over it all. Not so fast! Capitalizing on current events and trending topics can be an important part of content marketing for your small business, association or non-profit. However, it has to be done right or your efforts will be in vain, or worse, backfire on you.

We’ve put together a list of newsy dos and do-nots to help you find your way among the maze of current event topics and use them to your advantage on social media:

DO keep tabs on current events and trending topics

This may seem like a no-brainer, but it’s easy to get wrapped up in routine and miss something that your organization can comment on or use for its blog, Twitter account or Facebook page. Look at at least one national and one local newspaper a day and keep your eyes peeled for interesting pieces on the trending topic sections on Twitter and Facebook.

DO NOT post about a current event if it doesn’t relate to your organization at all

Your organization’s online community listens to you for a reason; you provide good quality content on topics that they are interested in. They find the information you put out valuable because it is information they can use or relate with. If you are posting about news simply because it’s popular, but it has no ties to your organization, it can leave your audience confused, disgruntled, frustrated and bored. You might get away with it once, but don’t make it a frequent practice.

DO set up a keyword alert on Google News

Google: The ultimate tool for newsies everywhere. The Google News tool is a great source for news from around the world. Setting up a keyword news alert will help you and your organization find articles to share and ideas for blog posts and videos. It will also keep you in the know about the latest trends and topics. As a bonus, the alerts can also help you find mentions of your organization in the news that can be shared or addressed.

DO NOT have a knee-jerk reaction to negative news on your organization/industry

The news you find online about your organization or your industry may not be all sunshine and rainbows. There will always be negative reviews or an opinion piece that throws criticism in your general area. Firing back right away is always the quickest way to create a PR nightmare. Instead, take some time to build a well-thought-out social media response and ensure everyone in the organization is on board with it. Don’t wait a long time to make your case, but have a strategy in place before you do.

DO be respectful when considering a social media post about a tragedy

Tragedies in the news are a sad reality and our first reaction is often to join the many others who are sending messages of support to victims on social media. However, many companies have seen a backlash against social media posts mentioning tragedies, such as 9/11. Before you post about a tragedy, think very hard about how appropriate the message is and its relevancy to your organization. Consider if a day of social media silence is better or if a post from your personal account would be more appropriate.

DO NOT wait too long to post about relevant news

In the sections above, we’ve mentioned that you should pause before posting about current events. However, this pause shouldn’t be too long. The 24-hour news cycle makes it easy for you to blink and miss a trending topic. Create a framework for dealing with breaking news on social media so that when it happens, you can cut down on the time you spend weighing the pros and cons of posting about it and get in on the action.

DO give a fresh perspective on a piece of news that has been trending for a while

There’s only so much of the same basic run-down of a news story that people can read. If there is a trending event that has been popular for more than a day, brainstorm a fresh way to cover it. Tackle it from a different perspective, find a different angle, make it relatable to a different audience and talk to people who no one has talked to before. Being fresh will give your audience a reason to read your material over the same old stuff.

DO NOT hesitate to break news yourself

There’s no rule saying you can’t make the news! If your organization has a newsworthy point of view, tidbit of information or an innovative new way of doing things, make it known to the world. Develop a strategy to market the news through social media, including which platforms you’re going to use, what your message is going to be, how you’re going to keep it fresh, which audience to target, how you’re going to make it newsworthy to the media and how you’re going to handle any potential criticism.

5 Places To Find The Best Content For Your Social Media Accounts

There’s a common phrase used to explain a basic principle of social media that says content is king. However, the platitude doesn’t mean a whole lot if the throne is empty. In other words, you have to find content first before you can think about how you’re going to use it to rule social media.

Finding good content to post to your organization’s social media accounts is often not an easy pursuit. It takes time, know-how and a keen eye. You also have to know where to look. With the mountain of information that is readily available online, finding the content that provides the right kind of value to your target audience can be like finding a needle in a haystack.

Luckily, we’ve taken some of that hay out of the equation by putting together some suggestions for where to look when searching for good content. Hopefully with these five tips, you can find that needle much quicker.

Hashtags

When you want to know the latest on a certain topic, issue or industry, a hashtag can go a long way. If you’re not familiar with the power of hashtags for finding content, it works sort of like this: Twitter is a huge ocean of information being put out by millions of people. If you try to go fishing in that ocean, the chances of catching a fish are slim. Hashtags are like the streams, rivers and ponds that flow from the ocean. They are smaller and more contained, meaning you’re more likely to find a fish if you go searching there.

Find a hashtag that relates to the sort of content you are looking for and explore the content that people are posting to that hashtag. For example, we like to monitor the Association Chat hashtag (#assnchat) for all the news and views on the association industry. People are always posting blogs, articles and expert opinion on this hashtag, the best of which we share with out followers. One of the best ways to find a hashtag that fits your purposes is use hashtagify.me, a site that allows you to type in one hashtag and discover the most popular hashtags associated with it.

Magazines, Newsletters and Other Publications

There is no shortage of specialized publications for the industry you are posting about. If you look hard enough, there are magazines and newsletters and just about everyone, from pet grooming to turfgrass management to hair styling and everything in between. These publications usually contain well-thought-out insights from experts and often include new studies, perspectives and opinions. Many of these publications have online editions as well as hard copies, meaning they can be a source of content for your social media channels.

These magazines, newsletters and other publications are not hard to find. Many trade associations publish their own magazines that they make available online as well. Check out the national or local association to see if you can get access to their publications. Businesses and bloggers often send out weekly or monthly newsletter that you can sign up for as well. Put together a list of publications that you can subscribe to and a list of others that you can check on a weekly basis. Combining the two lists will help keep your content cupboard stocked.

News and Trending Topics

Chances are, over the course of a week or month, there will be more than a few times the news and your organization’s interests intersect. That’s why it’s important to keep on top of current events. When you can share interesting news, whether it’s hard-hitting journalism or a human interest story, your audience can relate to or can use in some meaningful way, they will find both the information and your organization valuable.

There are a few great ways to keep tabs on current events. The first is to set up a Google News Alert. Set an alert that will notify you every time a certain word or phrase is found in the news. This can be more basic, such as “golf” if you are in the golfing industry, or more specific, like the name of your organization. Another way to keep up with the news is through the trending topic section on many social media platforms. For example, keep an eye on the Twitter trending topics. Over time, the trending topics are often configured to match up with the content of your tweets. By keeping an eye on these topics, you can see what everyone is talking about and get in on the action. This way, you won’t be lacking for content.

Your Staff, Board or Customers

Two heads are better than one, so imagine how great five, six or 20 heads would be for finding quality content! You have a lot of great resources at your disposal in the form of your colleagues, board of directors, customers, staff or others that you work with. Most of the time you’ll find that if you simply ask, people will be more than willing to brainstorm with you, point you in the direction of content or pass on some of their own ideas. These ideas are some of the best because they help you find a new perspective that might be lacking in your current content line up.

The best way to go about finding this type of content is to simply ask. Section off half an hour or an hour every week to gather your staff or colleagues together and brainstorm ideas or share content they found during the past week. Create a document on a program such as Google Docs that allow your board of directors to jot down ideas or share blogs, articles, opinions or other forms of content. Create an Idea Box at your store, office or headquarters where customers, members or volunteers can drop off suggestions on which content to cover. All these methods will help keep your content calendar full for a long time to come.

Make Your Own

Whether you have exhausted all your resources and are still lacking content or are just trying to supplement a full schedule with your own take on things, creating your own content is a great idea. Not only do you have full control of original content, this type of social sharing helps drive traffic to your website, increases awareness of your brand and lets you share information that is most valuable and most important to your target audience.

Creating your own content can come in many forms. You can start a blog, a YouTube channel, create infographics, post a Facebook album or make an Instagram account. The best part about using this method of content creation is that it offers the opportunity for so much variety. With a YouTube channel, you can share how-to videos on your Twitter account. With a blog, you can share an interview with a member or an infographic on your products on your Facebook page. There are countless chances to be creative and share great content by creating your own!

Three Ways to Maximize the Potential of your Organization’s Facebook Posts

A good Facebook post is like a work of art. It’s like a great meal or a stunning piece of architecture; perfectly formulated to not only meet the needs of the community, but also spark the imagination. But just like great chef or architect, a social media manager has to endure a few misses before they can hit on the recipe for success.

All this might seem a little too fanciful and poetic for a social media platform. It is Facebook, after all, a place where memes rule and pictures of your friend’s dog manages to get 98 likes. However, if you pay attention to a few details, the random nature of Facebook engagement becomes a little clearer for those using the platform as a marketing tool.

Although there’s no scientific formula for success on Facebook, by utilizing certain data points, your small business, association or non-profit can turn your plodding, unmotivated posts into fit, focused messages that have the potential to win the hearts of your audience.

Stat #1- Length of Post

Unlike Twitter, Facebook has no maximum character count, which could leave you curled up under your desk, rocking back and forth, worried about what to do with so much freedom. Fortunately, there’s a way to give yourself a framework for the most effective length of post (LOP) on Facebook, just as long as you have some previous posts to look back on.

The first step in putting together a LOP framework is to determine which Facebook Insights matter the most to your organization. The data we usually work with to determine the impact of our efforts is reach and interactions (likes, comments, shares and clicks). These numbers tell you how much awareness is being generated by your post and how valuable your audience is finding the content you post. The insights you track should be based on the goal you’re trying to achieve. For example, if your organization wants to reach a lot of people, it might focus on reach and shares.

Now that you have determined the insights to analyze, the next step is to look back on the success of your previous posts. Pick the top-performing posts from among the month’s, quarter’s or year’s posts (perhaps those in the top 25%) by looking at the performance indicators you have chosen (such as total reach).

The final step is to determine the average LOP from those top-performing posts. For example, if posts averaging 100-125 words gain more reach than those posts with 50-75 words, there’s higher likelihood that future messages containing 100-125 words will achieve similar success.

Stat #2- Content of Post

Now that you know how long your post should be, it might be a good idea to figure out what you’re going to squeeze into your word count. The content of your post is the most important factor in drawing engagement and increasing Facebook’s ROI for your organization. If people don’t like how a home is decorated, they’re less likely to buy the house. The same concept goes for Facebook posts; if the content of your message doesn’t catch the eyes of your audience, no one will interact with it.

The first step in finding the content construction with the highest potential is already done for you, thanks to your work on the most effective length of post. You know your Facebook page’s top-performing posts and now you must determine what content they have in common.

First thing’s first, how are these top-performing posts written? Look to see if there are jokes in many of them or questions or a story. This will help you figure out if your audience reacts to a certain style of writing that sticks out amongst all the posts on their timeline. For example, if your association’s members engage more with a post that tells a story about another member, you can assume that using a storytelling bent to your posts will be more likely to yield favourable results in the future.

The next element to be aware of is the inclusion of media in your top-performing posts. If you see that eight of your top 10 posts have photos included in them while the posts that didn’t perform so great were without visuals, you can deduce that using pictures, infographics or videos will help your organization gain more engagement and increase its reach.

Stat #3- Timing of Post

If a tree falls in a forest and there’s no one around to hear it, there is a noise (because science), but the same cannot be said for a Facebook post. If no one is on Facebook when you send out a message on your organization’s wall, it is not going to receive its full potential for engagement or reach. That is why you need to determine the best timing for your posts.

The process of determining the best time to post to Facebook is a little less work than the previous two exercises. There is a tool on Facebook Insights that allows you to see when the peak usage times are for your page’s followers. This tool lets you see the most effective date and time for your posts, including a day-to-day look at which hours see the most traffic hit Facebook.

With this information in your back pocket, it’s now time to determine the timing of your posts. If your organization only posts three times a week, analyze which days more of your followers are on Facebook. For example, if Monday, Wednesday and Thursday are higher traffic days, post on those days as there is a higher chance of your message being seen.

The next step is to establish which hours on those specific days are best for posting. The same tool that told you which days offer peak usage will also help you determine the hours during which the greatest amount of your followers are on Facebook. If you see that the activity of your followers peaks at 10 am on Monday, take a note of this trend and start posting between 9:50 and 10:50 on Mondays, instead of at noon on Mondays.

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Although there is no magic formula to increase engagement on or the reach of your Facebook posts, there is a way that you can increase the likelihood of this happening. By analyzing the three statistics above, you can construct Facebook posts that have the potential to increase the impact of your social media strategy and the ROI you are gaining from your efforts.

A Few Simple Ways to Analyze The Success Of Your Organization’s Blog

Your organization’s Twitter account is pretty good, the Facebook page is decent and its Instagram account is no weakling, but the blog you help run, that’s the crown jewel of your social media strategy. It’s updated frequently, is always stocked with creativity and novel approaches to conveying information and never runs short on visuals. Your proud of it and rightfully so.

However, there’s one thing that’s bothering you. It’s just a little worry tugging at the back of your mind, but you can’t dismiss it; you don’t exactly know how well the blog is doing. You publish quality stuff and it should be attracting all kinds of great statistics, but you can’t really be sure because you have never measured it. The problem is, you don’t know where to start and your organization can’t spend weeks collecting data and a small fortune on tracking software.

If this sounds like you, stay calm and read on. We’ve put together a few ways you can track the success of your association or small business’s blog that are free and easy to use.

Twitter Analytics

You can tell a lot about the success of your blog posts from the attention they receive on Twitter. Twitter Analytics is a free and easy-to-use tool that will help shed light on the way people are interacting with your blog posts.

The first step is look at the number of impressions your blog posts are generating. This will help you define the reach of your blog posts. The more impressions you receive, the more people who are seeing your tweet containing a link to you blog. The more people who see it, the more likely they are to interact with that tweet view your blog. If you discover your reach is low, try tweeting your blog post out several times a week and using different hashtags to reach a larger audience.

The next step to take is to record how many times your Twitter users are clicking on the link to your blog. This number will tell you how successful Twitter is at directing traffic to you blog/website and how much traffic in general is landing on your blog. Calculating this number can be done through Twitter Analytics or through a link-shortening site such as bit.ly.

Facebook Insights

While Facebook Insights don’t provide the mountain of data that Twitter Analytics do, it does give some fairly valuable information on how much attention is being paid to your blog posts.

Just like with Twitter Analytics, Facebook Insights can give you an idea as to how many people are seeing your post about your blog and in return, how many people are interacting with it. The reach of your post notifies you about how many users have laid eyes on your post. The bigger the reach, the more people coming across your post. The next step is to take the number of interactions you received on these posts (likes, shares, clicks) and figure it as a percentage of total reach. This will help you conclude if your blog posts are being passed over or if they are drawing people to do more than scan words on their Facebook timeline.

One of the best tools to boost your reach (and therefore give you a better chance to increase engagement and traffic to your blog) is to analyze the time your audience is online. Facebook Insights provides a tool that allows you to see when the people who like your page are online. If the peak time for Facebook use is noon on Wednesday among your audience, that’s when you should be posting blog updates every week.

Google Analytics

Google Analytics is a treasure trove of information about your blog’s performance. It is so useful that it deserves its own post, but for now, we’ll just give you two very crucial metrics that will help enhance your understanding of your organization’s blog.

The first number to keep your eye on is plain, old page views. This number simply tells you how many times your blog has been viewed. This is a good place to start, but the number doesn’t tell even half of the story. From page views, you can examine average session duration. This is the average time spent on your site for every visit. This number can tell you if people are actually reading your posts or if they reading the first line and deciding it’s not worth it.

Another important number from Google Analytics that’s worth paying attention to is pages-per-session. This is the average number of pages that each visitor to the blog will click on through the course of their visit. One of the main goals of your organization’s blog is to drive traffic to other parts of the website. This metric will give you a good idea of how well your blog is accomplishing this goal. If the pages-per-session numbers are low, try putting a “suggested reading” section at the bottom of each blog post. This will direct readers to another post or part of your organization’s website that relates to the content in the blog post and that your audience might find interesting.

How Social Media Can Help Your Association Attract The Next Generation Of Members

To say that ‘Millennial’ is a buzzword that’s been thrown around a lot in the last couple years is an understatement. It’s a term used so frequently that you may be tired of hearing it over and over again. However, Millennials aren’t just a trendy demographic your association should think about reaching out to, they’re the future. They are the the ones that will make up the bulk of you organization’s membership soon and for a long time after. So paying attention to their wants and needs has to be high on your to-do list.

A recently conducted survey asked Millennials what association benefits they value the most. The number one answer by a large margin was continuing education and training, followed by access to a peer-reviewed journal, expert advice, leadership experience and a magazine.

What’s The Bottom Line?

One thing it clear when looking at the areas that Millennials value most; they are hungry to learn, network and gain access to any sort of professional development. The top five responses in the survey make it clear that information is a highly sought-after commodity by young professionals. If your association does’t provide this information to the younger generation, it’s a sure thing that they’ll search for, and find it, somewhere else.

What’s Social Media’s Place In All This?

Millennials are looking to drink in all the information they can and social media is all about giving and gaining access to information. Your association is a wealth of knowledge. From its veteran members to its educational offerings and the connections to government, your organization has a mansion full of facts, data and lessons that young professionals covet.

Your social media efforts are like the keys you give these young professionals to open the doors of this mansion. Social media gives your association an opportunity to share some of its information stockpile with those searching hardest for this valuable resource, which makes your organization valuable to these people. The more valuable your association becomes, the more likely someone is going to be to invest in it by purchasing a membership and attending events.

How Can Social Media Make Your Association More Valuable To Millennials?

Millennials prize education and training above all else, according to the aforementioned survey. Use your social media platforms to promote your association’s educational offerings as much as possible. Live-tweet events, post blogs about conferences and trade shows, create a video about how best to study for certification exams and make going to educational offerings fun with Facebook contests, Pinterest boards and Instagram photos.

This will help your association strike a balance between offering some great information and encouraging non-members to check out your association for more of the same. It also makes learning easy and accessible to Millennials. These factors combine to make your association more valuable to the younger demographic.

Three of the next four most desirable association offerings for young professionals are based around the output of information. Journals, magazines and expert advice are all sources of learning and professional development. Social media is a great way to expand the reach of the expertise and content your association is already producing. By giving Millennials easy access to this information, your association becomes a valuable source of knowledge for this demographic. Once they realize the value of your organization as a way to gain information, they will be more likely to invest in the association’s other offerings to members, such as events, webinars and mentorship programs, which can be a great way to increase non-dues revenue.

Lastly, Millennials want to gain leadership experience from being a member of an association. Social media platforms are a great way to expose young professionals to the opportunities available at your organization. Blog posts, tweets and Facebook posts about committee activities and lobbying efforts allow members and non-members to see the leadership opportunities that are available as well as the influence members can have on key decisions. By highlighting the achievements of your members, the evolution of your industry and your association’s part in both of these areas through social media, Millennials will be more likely to realize the value of your organization and feel like the return in worth the investment.

How Managing An Organization’s Social Media Account Is Like Growing A Garden

The sun is shining, the birds are chirping and the grass is a healthy shade of bright green. Spring is in the air.

It’s the time of year when we throw off the shackles of our oppressive winter coats and don t-shirts and sunglasses. The warm weather also means that backyard gardens will be sprouting up all over the place in the coming weeks. This spring-time hobby is not only healthy and environmentally friendly, but it offers us a handy metaphor with which to talk about our favourite topic here; social media management.

Growing a garden is a lot like managing a Twitter account, a Facebook page or any other type of social media platform for an association or small business. So get your green thumbs ready because we’re about to dig up the similarities between the two activities.

Preparing Your Garden

Every good gardener knows that you can’t just throw a few seeds into a pile of soil and hope for the best. You must plan your garden and build it so that your seeds flourish. You have to find a spot with access to sunlight and good soil. You have to research the kind of vegetables or flowers you are going to grow in order to determine if they are suited to the climate and also how much care they need. You need to add fertilizer and perhaps fences. We can go on and on, but you get the idea.

Managing a social media account also starts with some good planning. You need to find the right platform to be on. Just as plants need sunlight to grow, your social media content needs an audience to grow. Pick the platform where your members/customers are, or, in other words, make sure the climate is suited to the type of goals you want to accomplish online. You need to plan what content you’re going to post and how often. You need to plan the layout of the account and who your target audience is. Needless to say, there is a lot of groundwork to do before you even start on social media.

Planting the Seeds

The next step in a successful garden is planting the seeds. Without dropping those tiny pieces of plant into the ground, your planning is all for naught. Again, you can’t just drop the seeds willy-nilly into the ground. Many plants have a specific depth you need to plant them at and the package of seeds often tells you how much space to leave in between seeds. Following these guidelines is important to growing a successful garden.

The seeds of social media strategy is the content you publish and you have to treat it much the same way you treat the beginnings of your garden. People interact differently on every platform, which means the way you create and publish your content has to be different as well. Tailor your style and voice to different platforms and research the frequency with which to post content. Remember, without posting good, quality content, your social media strategy cannot grow and produce results. Make sure you don’t “plant” your content haphazardly.

Watering Your Garden

Everyone knows that plants need water to survive. A plant without water wilts and droops and has a sickly grey colour to its leaves. We all know this, we all know the importance of water to gardening, but sometimes we get caught up in a busy schedule or simply get lazy and don’t water the garden, hoping instead that Mother Nature does the chore for us with rainstorms. This is a recipe for disaster.

Social media accounts need their own version of frequent watering. Not only do you need to be posting fresh content on a regular basis, but you also have to continually be looking for new ways to engage your audience and grow your following. Cover new topics or try new ways to tackle old topics. Add visuals and create contests. Always be on the look out for individuals you should be connecting with or communities you could be interacting with. This way, you will always be providing something refreshing to your audience, like a nice, big glass of water on a hot day.

Picking the Weeds

No one likes picking weeds. It’s back-breaking work and it’s time-consuming. But it’s absolutely necessary to have a great garden. Weeds steal the nutrients from the plants you actually want to have in your garden, stunting the growth of your vegetables or flowers. They also don’t look like the most aesthetically pleasing part of your garden, so you grit your teeth and get to work picking them out, which is why you’re such a great gardener.

Your social media accounts can also have undesirable elements ready to sprout up and threaten to dismantle your hard-won progress. Negative comments and criticism is inevitable on social media. You can’t please every body and some of those unhappy people will make their opinion known online. You need to deal with these situations immediately and in the right way. Picking out the “weeds” from your social media account is crucial because, if left unattended, the negative feelings and your practice of ignoring those feelings could have a big impact on your most loyal of followers. So pay attention to any negative comments and don’t let them attack your goals.

Staying Patient

Gardens don’t grow overnight. As much as we all want to put the seeds in the ground, sprinkle a little water on top, go to bed and wake up to find a field of ripe tomatoes waiting for us, it just doesn’t happen that way. All gardeners have to stay patient and put in the time and effort over several months to see the results.

Patience is also a virtue in the world of social media management. You (or your boss) might expect to see immediate results after starting up a social media account for your organization. You might want to tweet a few times, go to bed and wake up to find 1,000 people have followed your account. Sadly, it doesn’t work this way, unless you’re a multi-million dollar company or a movie star. You have to put the time and effort into your social media strategy to offer consistently valuable content to your audience. Trust us, if you mix hard work, creativity and time together, you will see results somewhere down the road.

Harvesting Your Crops

Here’s everyone’s favourite part of gardening; harvesting your crops. Whether it’s picking tomatoes you’ve grown yourself for a salad or arranging some flowers from your backyard for a friend, it’s a rewarding experience. Everything looks or tastes better when it’s the result of your own hard work and time. Harvesting your crops also offers a few lessons for the future. You can determine if you should have let your plants grow more or even if you should grow cucumbers instead of tomatoes next year.

Harvesting the results of your social media efforts can also be rewarding and a good way to plan the future of your organization’s online strategy. The first step is to collect the data. Reading and understanding the results of your efforts on any platform is the first step in knowing if you have been successful in achieving your goals. The next step in “harvesting” your social media results is analyzing what worked and what didn’t work throughout the process. For example, if the data tells you that your tweets before 10 am on a weekday received 34% fewer interactions than tweets after 10 am on a weekday, you can adjust your strategy to post more content at a time when it will bring a bigger return on investment.

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.