3 Easy Ways To Give Your Social Media Account A Refresh

There’s a reason people become addicted to cleaning and organizing their homes and home makeover shows on television; it’s refreshing. Housework can give a cluttered space a new look and make everyone want to bask in the glow of a room that’s been changed for the better.

We applied this same thinking to social media accounts and came up with three easy ways any organization can give their platforms a refresh to attract eyes and win over the hearts of their audience.

Add A New Profile Picture

There’s no doubt that images catch the attention of social media users more than any other element. Your organization’s profile pictures are the most constant and recognizable images associated with your operation online and can help do everything from attract profile views to likes to website traffic. Creating a fresh profile picture is one way to give your social media account a vibrant, new look and get users, both old and new, engaging with your organization again. Try using different colours, showing off a different setting or, in regards to Twitter or Facebook, complimenting your profile picture with your display picture with a creative and fun play on space like these examples.

Put More Faces Front And Centre

This piece of advice also utilizes pictures and images to give your organization’s social media account a jolt of freshness. Faces perform very well in studies linking social media posts to engagement and can serve as a way for your organization to put its members, customers, staff or volunteers front and centre. Creating content that utilizes faces will also help you think of new ways to promote your organization and its efforts by framing them in a different perspective, one that seems more relatable to your target audience. Post testimonials, interviews, event pictures and other posts that have the potential to show faces.

Ditch The Dry, Rambling Description

You know that little box you filled out when you started your organization’s social media account that asked for a description of your organization and then you immediately forgot about it? Ya, you need to redo that description. The description, which is often a dry, rambling, short version of your organization’s mission, won’t catch too many eyes when they scroll through a list of potential connections. A streamlined version that hits all the right notes is way more likely to achieve your goals and will liven up a tired social media account. Look for singular words or very short phrases that explain your organization. Check out popular hashtags and ask your most loyal and active members, customers or volunteers to describe your organization in one, short sentence and use their feedback.

What Krispy Kreme and Target Can Teach Associations About Social Media

Some of the best ideas come from studying successful organizations and adapting their effective strategies, projects and culture for use in your own organization. But while success can often beget success, studying the failure of another company also has merit.

Analyzing where strategies went wrong and the root causes of unsuccessful initiatives can help associations learn how to avoid the same fate of another organization that had to be taught the hard way. It can also make the path to success much more clear.

Take for example two American companies and their not-too-distant attempts to corner the Canadian market that sputtered and faded away; Krispy Kreme Donuts and Target. Studying where these two behemoths went wrong can help associations tap into the realities of human behaviour and grasp what it takes to create a successful, engaging and sustainable social media plan.

Krispy Kreme

The Context

Krispy Kreme, the favourite donut shop of millions of American, entered onto the Canadian stage with much fanfare in the early 2000s. While Krispy Kreme was initially successful and mounted plans for expansion, the love affair between it and the Great White North cooled off enough for the company to nix these plans. While the company’s plans for expansion have recently been renewed, they face a challenge in capturing the hearts and minds (and stomachs) of Canadians once again as smaller, gourmet donut shops have exploded in popularity over the last decade. While Krispy Kreme’s venture into Canada may not be deemed a total failure, its inability to realize its grand plans while vastly smaller competition prospered are a little embarrassing for an international chain with a big budget.

The Lesson

The social media lesson that can be learned by associations from Krispy Kreme’s floundering expansion in Canada is that quality matters a lot more than quantity.

Krispy Kreme produces millions of donuts a year and while many like how they taste, there is rarely any innovation or variation, which leads to a been-there-done-that attitude from consumers. On the other hand, smaller, gourmet donut shops use fresh ingredients to create unique pastries that pique the imagination of their customers, creating a brand and a product that can’t be found anywhere else. While their volume is less, their quality is higher and their return in greater.

Associations should create a social media strategy that seeks to produce content that is innovative, unique, engaging and valuable, even if they don’t have the resources to produce lots of it. Instead of daily tweets or Facebook posts that regurgitate press releases or quote magazine articles verbatim, create posts that use numbers, videos, visuals and testimonials to give members an experience they’ll want to be a part of and truly paints a picture of your association’s efforts to improve their lives. Make a movie trailer for the annual conference or put out a call on social media for a scavenger hunt within your association’s magazine. Whatever it is, be creative, be different, be focused on high quality content and be tuned into what members really want.

Target

The Context

Target’s foray into Canada was one big mess, from beginning to end. The company opened too many stores, too fast and customers were greeted by empty shelves, poor deals and an underwhelming experience. While Target’s opening in Canada was much anticipated, the company fell short and Canadian shoppers went back to buying from their usual spots. The monster-sized chain lost money rapidly while the stores continued to decline and less than two years after the first Canadian Target opened, the company pulled out completely. Needless to say, it was a massive failure for Target.

The Lesson

Target bit off way more than they could chew with the Canadian expansion and the product suffered because of it. Associations would do well to remember this example and not repeat this mistake on social media.

While keeping up with the latest trends in technology and social networking is important for any organization, it is never a good idea to branch out onto new platforms too fast. For example, if your association has a successful Twitter account, you may be tempted to start an account on Facebook, create an Instagram account and develop a bi-weekly blog to capitalize on the engagement your efforts are generating. However, if this expansion is done too quickly and without a proper analysis of demographics, strategy, expectations, guidelines and available resources, you can end up watering down the quality of your content and driving away your target audience. Start slowly by creating a new blog and as that develops and as resources dictate, add another platform to your strategy.

Associations need to remember to resist the urge to jump on the social media bandwagon of a new platform because of its trendiness in the news. Stick with what made your digital media strategy work and look for incremental ways to branch out and develop relationships with your target audience in that way.

Canada Post Stand-off Highlights Value Of Social Media To Associations

The Canadian Postal Workers Union is on the verge of being locked out at the time of this writing and while the average person may not feel the effect of this work stoppage, association probably will.

Associations send out and receive a substantial amount of mail every year, from dues notices, invoices, payments, event brochures, trade publications, new member welcome kits and the list can go on and on. Having this flow of printed communications suddenly stop can have a huge impact on almost every facet of an organization. When members don’t received vital mail from an association, it can turn them from a well-informed, well-engaged and loyal professional into a disenchanted, disconnected, was-a-member fairly quickly.

This nightmare scenario only serves to reinforce the importance of social media to an association’s communications and marketing plan and, indeed, an association’s overall operation. If the scenario above seems a little exaggerated, it’s because the importance of print mail has decreased immensely over the last decade due to the rapid rise of electronic communications. By this very fact, social media becomes a crucial pillar of an organization’s communication efforts.¬†However, print mail still has an important role for associations and its disappearance can be felt even more when social media isn’t there to fill the void.

Take, for instance, a new member welcome kit that usually arrives in the mail. This package usually includes a nice letter, information about member benefits, how to get the most out of membership, where to go if the member has questions, sponsored material and more of the same.

This information can be the basis of everything from the new member’s level of engagement, the return on investment of member benefits, sponsor relations and member recruitment channels. If this package never gets there or gets there in an insufficient time or manner, it can cause all those elements to decline drastically.¬†This is when social media can step in to fill the gap.

Take that same example of a new member welcome kit. All of the elements included in the kit can be integrated into a social media strategy and can work in different, and sometimes better ways. That welcome letter can turn into a nice personalized message sent out via Facebook or Twitter along with a call to current member to add words of advice or encouragement to a new member. An outline of member benefits can be transformed into a handy infographic blog post and a how-to video on maximizing return on membership can be posted to YouTube. Sponsors can be hyped through social media posts, such as Instagram photos, tweets or a “special vendors” section on your association’s Facebook page.

At the end of the day, what this example illustrates is the importance of social media to a diverse, engaging and targeted communication strategy for associations. A postal strike isn’t the only reason for associations to have a robust presence on social media, nor should social media be a backup or Plan B. Rather, social media should be viewed as an integral part of a marketing framework that seeks innovative ways to connect with every member in the most effective way possible.

3 Examples Of How Associations Can Tap Into Popular Topics On Social Media

Hashtags are path to social media’s heart and soul. The popularity of a hashtag allows you to observe the topics, issues and areas that most heavily viewed and talked about by the general public. Certain hashtags can be used by millions of users on Instagram and Twitter and can be used by your association to connect with its members on a culturally relevant and relatable level.

Tapping into hashtags that are mega-popular can induce the fear of getting lost in a crowd or stepping too far from your organization’s mission and audience, but believe us when we say that your members are using these hashtags and when you speak their language, you earn their engagement.

The question now becomes, how do you make a generally popular topic relevant to your niche audience? Here are three popular hashtags and a few ideas on how to convert the broad use of the topics to relevant content for your association. The key to applying these three examples to timely trending topics is to be creative and to look at the issue from all angles to find the one that resonates the most with your members while also providing them value for their attention.

OOTD- Outfit Of The Day

The OOTD hashtag is super popular, especially on Instagram where users can show off their latest fashion choices for the world to see. Have some fun with this one and use it to promote certain pieces of important information or promotion to your members in an engaging way.

If your association is hosting a seminar or networking event, having a board meeting or participating in some sort of initiative, showcase the team spirit of your employees, volunteers or members by coordinating outfits and posting a picture with the OOTD hashtag. Not only is this a fun way to show off the event or project your association is putting together, but it also illustrates a culture of cohesion and community that is important for members to see. Other ways to use this hashtag are to snap a picture of the front cover of your magazine (what your magazine is wearing this month!) or to post an archived shot of members from years ago with a little story about the association’s history. This last suggestion brings us to…

TBT- Throwback Thursday

The TBT hashtag is one of the most veteran of the well-used hashtags and is often inserted into Instagram posts and tweets to highlight a memory and rustle up some nostalgic feelings. Using this popular hashtag is a great way for your association to recognize member accomplishments, draw attention to articles and news and to highlight the association’s past.

Everyone likes a little bit of recognition for doing something good and when a member achieves something significant is also looks good on your association. Create a TBT post that highlights a member’s accomplishments of the past and mention what they’re doing now to continue this success. You can also use the TBT hashtag to bring back a certain piece of association news back to the forefront, such as a new initiative that was create several months before or an article from a past issue of the organization’s magazine that is still relevant to today’s professionals. Lastly, take some time to dig up some archived association pictures and post them to your accounts. This is a fun way to look back at industry history and can even be a segue for your association to say how far its come and how much value it offers members in the current day.

Motivation Monday/Wednesday Wisdom

These two hashtags are used to provide some motivation and wisdom in equal parts to a user’s community and often come in the form of a tip or a quote that looks to get people inspired. Your association can use these common hashtags to inspire its members to take action or take advantage of their membership and provide very relevant value.

Use the Motivation Monday hashtag as a leap into a call-to-action among your members. Challenge them to write a letter to their local government representative about a legislative issue affecting the industry or tell them about the long-term benefits of attending a certain workshop at the association’s conference. You can even highlight a member’s success in a certain area or on a certain project and challenge other members to do the same. You can also take the Wednesday Wisdom hashtag and use it to unveil the benefits of membership to your audience. Ask those members who are most engaged and enthusiastic to tell you one piece of advice for new members and post about it using the hashtag. You can also draw young members to engage by posting a piece of wisdom from a veteran member and professional about how to make it in the industry.