Local chapters of a national association often feel either like second fiddle or an arch-nemesis to their bigger sibling that manages from coast-to-coast. After-all the national entity is the one that gets the biggest budget, the largest headlines and the glitziest events, and thus more attention from members. But it doesn’t have to be this way.
With social media, your local chapter can tap into its membership in a variety of ways. Here are six ways local association chapters can ace their social media game and create a loyal, engaged and active membership in the process.
Talk About Local Members
Association chapters will do well to pay homage to local members who have accomplished great things, are changing the industry in some way or have an interesting story to tell. Not only does this help members stand out easier than it would be on a national stage, it is interesting for chapter members to see what the latest and greatest best practices are in the industry on a more relatable and practice level. Profile members with a blog Q+A, a Facebook post, a Pinterest Hall of Fame board or an Instagram post describing their achievements or noteworthy actions.
Post About Local Issues and News
The members of association chapters will thank them for focusing their social media efforts on conveying news and discussing issues that directly affect a certain geographic area. National associations often focus on national issues, and for good reason, but oftentimes, certain issues, such as new legislation or weather, affects only a certain segment of people, including a chapter’s members. Highlight your chapter’s value to members by being a reliable and insight source for local news that will affect them. Write blog posts about issues, tweet links to news articles and editorials and create YouTube how-to videos to explain the effects and how to manage local situations, such as a new law, that impact members.
Turn National Topics Into Local Ones
Your chapter’s members will definitely be interested in national issues that affect your industry, but that doesn’t mean that they wouldn’t appreciate that same news with a local flavour. Put national topics, issues and discussions into context for members by explaining their significance and impact on a local level. Create an infographic that can be shared on Twitter and Facebook explaining the local impact of the association’s newest initiative or create a YouTube video of a chapter member experiencing a change and managing that change in their workplace.
Cover Local Events And Initiatives
It’s difficult for national associations to attend and cover events all over the country on social media, but doing so in your local chapter of the association is much easier due to close geographical proximity. Cover local events, such as events hosted by members, conferences, workshops and networking days, keeps your members in the know about the opportunities that exist, add variety to your content and lets your members know you will always be there to support them and promote their efforts. Live-tweet an event, cover it live on Instagram, make a highlights video on YouTube or create Facebook albums.
Go Local With Your Gamification
Gamification is a great way to engage your chapter’s members on social media and it will be an even valuable tool when you incorporate some local flavour into the mix. Gamification encourages members to not only view your content, but to also interact with the content in a meaningful way. For example, pick a page of your website to highlight (such as an event page or member benefits page), break the page into little sections or ‘puzzle pieces’ and post pictures of these puzzle pieces on Twitter, Facebook and/or Instagram. The first member who guesses the correct page gets a prize. This drives traffic to your chapter’s site, familiarizes your members with your value and gets members thinking about the impact of their local chapter.
Start Conversations With Other Chapters
Everything is a lot easier when you’re working together with others, which is why it’s critical for local chapters to start conversations with other chapters on social media. When your chapter does this, it will have a built-in start to that much-desires path from content creation to an engaged audience. The other chapter(s) can discuss a certain piece of content or you can share the content back and forth or even collaborate on content in order to reach a broader audience, generate engagement and highlight value to your members. Have a joint Twitter chat, share articles and blog posts between each other on Facebook or start a friendly competition on Instagram or any other platform.