How Associations Can Turn Numbers Into A Story On Social Media

From membership numbers to operating budgets, conference registration and website traffic, numbers are important to your association’s success. So, it would stand to reason that your organization has numbers coming out its ears.

On the flip-side, stories are the material that make social media run. A good story will provide your audience with a reason to become emotionally connected with your association and thus make it valuable for them to engage and invest in your organization in the present and the future.

The real question is, how do you turn raw numbers into a great story for your social media accounts? Here’s a few ideas that can raise your online game to a new level:

Put A Face To The Numbers

Here’s the scenario: You have all these numbers floating around your office that show how much you’re helping members; how much members are saving on education each year, the salary increase members get from credential programs, how many members are becoming eco-friendly and so on and so forth. The problem is, you don’t know how to take these raw numbers and turn them into something that will entice members.

Presenting the numbers themselves, as is, can be effective, especially if they are rather impressive. However, singling out a member that is part of that data lets you create a story around their experiences and takes an impressive number and elevates it to pure value. For example, if a member who goes through your association’s credential program earned 25% more based on your salary survey, profile a member who has gone through this process. Give them a write-up on your blog, post a video of the interview on your YouTube channel, post a short version on Facebook and share all this on Twitter.

This takes a number and turns into concrete evidence that your association does help members and create value for them. It makes the numbers more relateable and easier to remember when they are deciding whether to join your association and participate in it.

Get Creative With the Numbers

Here’s the scenario: Your association is presenting their annual findings from its post-conference survey or its compensation survey or its AGM or any other business-as-usual data collection. The problem is, no one seems to be paying all that much attention and you’re wondering how to make people in the industry excited about your efforts again.

Your members see the same information year after year after year and even though the numbers are relevant to their careers and position in the association, they can’t help but let their eyes glaze over when they hear/see the stats. A good way to tell a story with these numbers is to have some fun with them by transforming them into relateable, bite-sized chucks of content. For example, instead of telling members how many hours of education your association provides, tell them how much money each minute at a particular seminar will save them on the job or compare the hours spent at a conference to some other, less valuable pursuits that take the same amount of time (ie. you can drive from Toronto to Winnipeg or you can learn about 8 different topics at our conference). Post these little tidbits to Twitter, Facebook, Instagram or wherever!

This fresh perspective on numbers and how they relate to the lives of members tell a richer, more interesting story that simply reeling off stats. It will encourage members to see their investment in a different light and appreciate what the association does for them.

Turn The Numbers Into Visuals

Here’s the scenario: It’s the end of the year and you want to show members and non-members alike what your association has accomplished over the last 12 months. The problem is, you’re unsure how to promote the value your association provides without it looking like a hard sell for membership.

This is a common conundrum that plays an important part in any association’s membership drive & renewal process. Turning numbers that indicate success into content that industry members can consumer and engage with is no easy task. One of the best ways to transform these stats into a story is through visuals. Infographics are a great way to present facts and information in a way that is colourful, engaging and easy to relate to. Infographics are also easy to share on any social media platform you can think of. Another great way to tell a story with these figures is through photos. Document the great times at a conference, the meetings you’ve had with politicians or other allied organization and other ways in which you’ve boosted awareness of the industry. Post these pictures, along with a short, story-like description in an album on Facebook, a board on Pinterest, a collage on Twitter or posts on Instagram.

Visuals are a powerful way to capture the attention of your online audience and stimulate conversation. It brings the ordinary onto a new level and presents members and potential members with definite proof of what your association can offer them.

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