What Associations Can Learn About Member Engagement From 3 Popular Facebook Pages

Humans of New York

HONY Blog Post Pic (2)

Why It’s Awesome

The Humans of New York (HONY) Facebook page tells the stories of “regular” New Yorkers using photos, quotes and short stories from the lives of the subjects. The page has over 16 million likes and has spawned best-selling books, speaking tours, massive philanthropic projects and more.

Each post tells the story of someone’s life from their perspective. The end product is content that is interesting and easy to relate to. Not only do people engage with the content, they also go a step further, offering words of support or a financial investment in some of the projects HONY is involved in. This is because the stories give the audience a stake in the outcome.

What Associations Can Learn:

The best lesson from the success of HONY’s Facebook page is that stories sell. The next time you want members to have a stake in the outcome, and therefore be more likely to engage and invest emotionally, financially or otherwise, tell a story. Profile a member, do an interview with a staff member, create a video about the associations history or create any other content that shows the value of your organization from an intimate, human perspective. Make numbers into a story or weave a tale around an announcement or press release. Words are transformed into emotion when they come from someone members can relate to.

Downtown Yonge BIA

DTY BIA Blog Post Pic (2)

Why It’s Awesome:

The Downtown Yonge BIA Facebook page promotes businesses in one of the busiest sections of Toronto. The page has over 3,500 likes, allows its audience to rate it (the current rating is 4.6 out of 5) and is constantly updated with content, photos, videos and more. It is the most successful Toronto BIA on Facebook in terms of engagement and page likes. The popularity of the Facebook page can be attributed, in large part, to its successful attempt to cater to both its members and the general public. The page posts about the successes of its members while managing to make it relevant and valuable to the general public. This strategy captures both target demographics and helps the organization thrive

What Associations Can Learn:

The most significant lesson associations can learn from the success of the Downtown Yonge BIA’s Facebook page is that highlighting members while providing practical, career-enhancing information is an effective strategy. As we mentioned in the HONY example, telling your members’ stories is always a great way to go and if they’ve accomplished something awesome, don’t hold back in telling their story and patting them on the back. It is also important to add some practical advice into your recognition of members. Find out how other members can achieve this same level of success or if there is a lesson that can be learned and implemented across the industry. This way, you are not only giving one member an added benefit, but also proving your value to many other important members of your target audience.

Major League Soccer (MLS)

MLS Blog Post Pic (2)

Why It’s Awesome:

The MLS is trying to promote soccer in a country where baseball, basketball, football and hockey are well-established an immensely popular sports. It’s been, for the most part, very successful in growing the game’s profile and the Facebook page is a big reason why. The page has over 1.9 million likes and routinely receives thousands of interactions on each post. The page does a fantastic job of using pictures and video to keep fans up to date and involved in the league’s activities. It posts interviews with players, recaps of games, great photo albums and short updates on games in progress. This all combines to provide a great experience for the audience and keeps them coming back again and again.

What Associations Can Learn:

The best takeaway for associations from MLS’s Facebook success is to create a great experience for its members. Dig under the surface of each piece of content you are posting and give members a VIP look at it. If you are posting an update on lobbying efforts, government relations or a new piece of legislation, create a video, make your trip to the government meetings into an album and post frequent updates. Capture your events on Facebook by posting short videos, daily recap posts and small ‘extras’ like a speaker answering additional questions a prize to the attendee who contributed the most on social media. This experience-driven content will keep members coming back and eager to see what’s next.

One thought on “What Associations Can Learn About Member Engagement From 3 Popular Facebook Pages

  1. Pingback: 3 Ways To Use Social Media To Prove Networking Really Is A Benefit At Your Association | Incline Marketing

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