Is Facebook Live The Future Of Events? Why It Probably Is And What It Means For Associations

In November, we attended an education session put on by the Trillium Chapter of the Canadian Society of Association Executives. The structure of the session saw groups of seven to nine attendees rotate between five tables. At each table, there was an expert in a different area (such as technology or communication) who would facilitate a half hour discussion around relevant issues before attendees would rotate once again.

While discussing association events and conferences at one table, the talk centred around webcasting. Someone asked the facilitator, an expert in event planning, webinar development and video conferencing, this question, “Have you ever used Facebook Live as a way to reach an association’s offsite members during a conference?” Her answer was brief, but very telling, “I haven’t yet, but I wouldn’t be surprised if that becomes a huge factor in the next year and I wouldn’t be surprised if I’m out of business in three years because of it.”

It’s never good to hear that technology might put someone out of a job, but here was an expert in her field, a top-flight event planner with decades of experience in the association industry, predicting the rise of Facebook Live’s influence on conferences and with such certainly.

It’s obvious that we might just be on the brink of a total shift in the way association’s engage their members online and plan their events. Facebook Live, the free streaming tool offered by the social media platform that allows organizations to set up live video feeds that can be watched on the Social Network, is only growing in popularity as people realize its potential.

With that lead in, here are five ways Facebook Live could change the way associations conduct their events and what impact this could have.

Economies Of Scale Kick In

Facebook is free and therefore, Facebook Live is free. If an association uses Facebook Live, an open, accessible and free tool, to allow people to take in its events, it could have a huge domino effect on the way the organization views the financial investments and returns from the event.

If more people take in the event online, less people go to the event in person. This means less registration dollars flowing in, but also, less money spent on food, space, decor, swag and almost everything else. Yes, the association doesn’t make as much money on one, big event, but it could open the door to the association conducting multiple events across the city, province or country that rake in even more revenue and allow for even more creativity, meaningful networking and exclusive benefits for in person attendees.

Non-member Attendees Take Over

Again, Facebook Live is so widely accessible that it turns the usual attendee demographics on its head. While at a traditional association event, the room would contain 75%-85% members, an event streamed on Facebook Live may have an even 50-50 split or perhaps more non-member attendees.

This isn’t necessarily a bad thing, but it does mean associations will need to get creative with the presentation of the event, the extras it offers members and the follow up it conducts after the event. If a larger number of non-members are watching your event on Facebook Live, it makes in-person networking even more of a priority and will force associations to think more about how they present the association’s brand and its benefits during the event and how it follows up with non-members in an effort to convert them to members. If done right, this could have a huge effect on member recruitment.

Head Event Planners Become Head Moderators 

While Facebook Live offers a chance for off-site attendees to experience an event, it also gives them an opportunity to connect with other off-site attendees, in person attendees and presenters like never before because of its commenting and chat feature. While this has many different consequences, potentially positive and negative, one of them is the role of an association’s staff.

Event planners and other association staff may be required to transform into expert moderators due to Facebook Live’s robust and established live chat feature. Sorting through comments and questions and presenting them to the in person audience and the speaker has the potential to become both an art and a crucial skill. With such a large audience watching and engaging online and another expectant audience in person, it will become essential to bridge the two worlds through a moderator and associations better have a strategy to cope with this reality.

The Freemium Model Becomes More Popular

One of the key words we use over and over again in regards to Facebook Live is “free” and that’s because using it for an association event shatters the business-as-usual game plan of association conferences where everything is paid for, but everything is top quality. Navigating this new normal will require some fancy footwork and a focus on mastering the Freemium model.

The Freemium model, if you’re not familiar with it, is a strategy wherein an association provides multiple levels of benefits and engagement with multiple price points to access them. The most widely available benefits are free and often basic and as each benefit increases in value and exclusivity, its price rises as well. This model must be adapted to fit into the Facebook Live event experience in order for associations to be sustainable and generate sufficient non-dues revenue. This may require associations to provide extra benefits to in person attendees like extraordinary networking opportunities, special access to event speakers, discounts on other association services, access to replays of the event sessions or other perks that make the cost of admission viable, valuable and attractive.

The Ugly Truth: What Social Media Can And Can’t Do For Your Organization

Everyone wants a simple solution to complex problems. It’s the dream peddled by nutrition scam artists who claim one pill will make you lose weight and feel amazing and science fiction literature that conjures up a single vaccine that will cure all the world’s ailments.

In reality, living healthy involves exercising, eating right and a myriad of other daily necessities while preventing and treating disease and illness falls into the same multi-faceted category.

Social media often falls prey to this idealistic thinking. Many organization, whether its an association craving more members or a small business that needs to get the word out, think social media is the answer to all their woes and the one bright light that will lead them into a rose-coloured future.

We’re here to say, get real!

We love social media and both the numbers and anecdotal evidence has shown us that a solid social media strategy can have a hugely beneficial effect on brands. However, your organization will never get the most out of its social media efforts if it has unachievable goals and poor practices fuelled by unrealistic expectations. That’s why we’ve put together three things people often believe social media can do for them and their organizations and dismantled these myths.

Social Media Can’t…

Boost Your Bottom Line Significantly

If you are creating social media content with an ultimate goal of generating a significant amount of revenue for your organization, you’re always going to fail. Your association is never going to increase its membership by 10% or its event attendance by 20% because it’s on Twitter or Facebook. Your small business isn’t going to get a bunch of customers into the store just because it has a great-looking Instagram account. Sure, a few people might decide to go to an event or buy a product because they saw it on social media and there are rare times when a company’s promotion goes viral. However, having this as your main goal is like adopting a cat because your band needs a keyboardist and you saw a piano-playing cat on YouTube once. It happens, but you wouldn’t bank your future prospects on it.

Single-Handedly Make You Popular With Millennials (Or Any Generation)

Segmenting your audience into generations is all the rage in marketing, especially association marketing these days, and that’s great. You need to know your target demographics, their needs, wants, preferences and so on. Millennials have been the most coveted, and some say the most elusive, generation to marketers in recent years and many people have claimed that a presence on social will be enough to elevate an organization in the eyes of these young professionals. Don’t believe these people. People are complex and therefore, so are generations of people. Just because Millennials, or any audience, is online doesn’t mean for one second that simply showing up means you’ll get a second date with them.

Be Done Without Cost, Buy-in And Planning

We’ve heard countless stories from people in associations and small businesses who were given the task of social media management with little training, planning, resources or discussion from or with their colleagues and managers. They simply start a Twitter account or LinkedIn group because of a snap decision by an executive, board or themselves and are left frustrated and disappointed when their results aren’t what they thought. The ease and low-cost of starting social media accounts makes it seem like making a good social media strategy is easy, quick and cheap, but it’s not. Just like with any part of an operation, social media needs to be well thought out, have precise goals, defined resources and support and feedback from all levels.

Social Media Can…

Be Part Of A Revenue Generating Strategy

Social media is both an intensely immediate medium and a lesson in the long game. While content can be created, shared and engaged with in seconds, the cumulative impact of your social media strategy is what can be integrated into an organization’s marketing and revenue generating plan. Social media can drive traffic to a website, so a great, user-friendly website is a must. Social media can keep your organization’s products and services in front of potential buyers until the time they are ready to purchase said product or service and think of your organization. Social media can be a powerful tool for presenting data to sponsors or investors and can get your organization some key funding. These are just a few of the ways social media is an integral part of a complete revenue generating strategy.

Be Part Of A Multi-Pronged Value Proposition Plan

Your organization’s Twitter, Facebook or Instagram account is like a stage; without a good backdrop, actors and an engaging plot, an audience won’t find much value in it. Before starting a social media account with hopes of engaging a specific demographic, you must first determine what is valuable to that demographic. Once you have decided which products they like, what kind of media they respond to, what values they hold closest, what problems they have and how they look for solutions, you will never be able to market your organization to its target demographic. Remember, social media is simply a tool to convey value and rarely the foundation of value in and of itself.

Be Done Well With All The Considerations Other Initiatives Receive

Think about it this way; you would never plan an event for your organization without carefully considering everything from a budget to a theme to the best suppliers and every other detail on down to how a room will be set up. Why then would you not plan this carefully for social media, which is a long-term marketing initiative you have high hopes for? A social media strategy has a much lower likelihood of being successful if you do not treat it like any other project your organization undertakes. That includes getting a knowledgeable person to head it up, establishing a budget and resources, discussing goals and ways to measure progress and consulting various stakeholders, such as staff.

3 Ways For Associations To Team Up With Industry Influencers On Social Media

Technology has been a way for marketers to engage their target audience for centuries, from the printing press, to radio, TV and, most recently, online platforms. However, the best way to get people to invest in membership or go to your event is still word of mouth.

Word of mouth has been shown to still be the most effective marketing tool there is. A large factor in its success is the fact that someone you know and respect is telling you that investing in a product, service or organization is valuable, rather than the organization itself, who has an ulterior motive, no matter how noble.

The people who have the widest network, are the most trustworthy and respected and who champion your cause the most are called industry influencers. With one conversation, they have the power to potentially convince dozens of people to shell out some money to attend your association’s event or try a trial membership. Getting these industry influencers to talk up your organization is the key to harnessing word of mouth marketing and marrying this engagement tool with social media’s mammoth potential is one more step to maximizing your efforts and the results. Here are three ways to team up industry influencers on social media and boost your association’s marketing strategy.

Plan A Facebook Live Interview

Facebook Live is a great tool to make communication more accessible, open and engaging. A Facebook Live chat gives your association an opportunity to expose members to experiences they would otherwise miss out on, such on taking them behind the scenes of an event or connecting them to the CEO/executive director after a big announcement.

Use industry influencers together with Facebook Live to cultivate excitement for an association initiative. Have an influential member or industry professional come in and answer questions submitted live on Facebook. Streaming the discussion is not only a great way for members to receive information and take advantage of a networking opportunity, but it allows the industry influencer to talk up whatever initiative or project your association is trying to promote at the moment but putting them in front of a wide and receptive audience.

Host A VIP Event

Word of mouth doesn’t necessarily mean a member in a bar talking up the association to non-members in the industry. These days, many people get their word of mouth recommendations from the social media accounts of the people they know and trust around the industry. These influencers have blogs, Twitter accounts, Instagram accounts and Facebook pages that are full of posts detailing their experiences with a new products, event or service. These critiques are then viewed by many and their actions are often dictated by what they read. Use this digital word of mouth to your advantage by putting favourable content right in the lap of these savvy industry influencers that they can spread with a VIP Event

For example, your association may be starting a new seminar series it hopes to use as a springboard for greater member education and engagement and a source of revenue for the organization. Before the seminar series begins, create a seminar event and invite only five or six of your industry influencers who have a large social media following. Put on a great show with lots of visual appeal, great content and lots of hospitality. Encourage the influencers to post lots about the seminar to their following. Investing in one great event could result in scores of people following up on the influencers’ social media suggestion of going to the association’s seminar series.

Create A Testimonial Video With A Twist

Everybody likes a great late night show; they have funny hosts, captivating anecdotes from celebrities and engaging skits. It provides audiences with a relatable connection to someone they see as both exclusive and some worth emulating, which means that if a celebrity talks about a certain restaurant, bar or movie that they enjoyed, you can expect a big bump in revenue for that one things they mention. The same concept can fit into your association’s social media marketing strategy, where industry influencers are similar to celebrities and their endorsements are valued above all. But think like a late night show and spice up the regular, old testimonial.

For example, take a couple cues from the Late, Late Show with James Corden and his wildly popular segments like Carpool Karaoke or Take A Break. Have an industry influencer come in and sub in for various association staff members throughout the day, having them do the work that the staff member usually does. Film them while they help staff members ‘take a break’ and edit it together to create a short video that captures some funny moments, the reality of what it takes to run the association, the value it provides and how much the influencer respects the association and its staff at the end of the day. Post the video to all your association’s social platforms and have the influencer do the same so a twist on the usual testimonial.

4 Ways Social Media Can Improve Your Association’s E-Newsletter

Association industry experts often espouse the benefits of creating multiple touch-points between the organization and its members in order to keep members engaged, informed and feeling like they are receiving value. One critical touch-point is an association’s e-newsletter. E-newsletters are a great way to provide valuable content to members, keep them up to date on events and initiatives and encourage their participation in association activities that validate the organization’s continued work, financially or otherwise.

However great e-newsletters can be, creating a publication that generates the desired open and click-thru rates is an imperfect science and can leave many an association executive frustrated. This is when social media can become a strong ally in the fight to improve your association’s e-newsletter. Here are fours ways your organization can use the power of social media to improve its e-newsletter and make it a powerful touch-point for your association.

It Can Tell You What Content Is Most Engaging

The sheer number of statistics available to gauge member response to newsletters has never been higher and that’s a great thing. You can figure out which content has the best click-thru rate, the longest average read time, the most shares and on and on. However, you can never have enough data and a big enough sample size, which why you should turn to social media to help crunch the numbers and come to a more well-informed conclusion.

You are probably already sharing links to your e-newsletter on Twitter, Facebook, LinkedIn, and any other platform you have. Create a spreadsheet and track the performance of these links, including the number of clicks, shares, likes, comments, etc. Combine this information with the stream of data you receive on your e-newsletter already and a clearer picture begins to emerge. After determining which content is most successful among your target audience, begin to create a strategy to incorporate more of that kind of content in subsequent newsletters. It will provide more value to readers and up the ROI of your efforts.

It Can Help You Curate Content And Authors

The thin line that e-newsletters (or for that matter any content dissemination platform sent to members) must walk is one of providing members with the information they need while at the same time providing innovative, unique and fresh perspectives in order to stand out. Achieving this balance will always be difficult, but social media allows you to constantly assess the pulse of your industry and membership while discovering new voices and new angles.

You already have a spreadsheet with your engagement numbers (as discussed in the previous section); it’s now time to add to it. Create a part of the spreadsheet where you can track the topics and subjects most commonly discussed by your target demographic on social media, as well as the amount of engagement each topic receives. From there, you can determine which pieces of content are the most relevant to readers and which individuals you may want to target when recruiting authors or sources for e-newsletter content. Not only that, but plastering your social media feeds with e-newsletter links and attributing the author a few times will only help potential contributors to see how much their efforts could help gain them exposure. Use this to recruit more authors with different views, experiences and insights to make your e-newsletter shine and reach a broader appeal.

It Can Drive Traffic

If you build more roads to somewhere, it’s almost an inevitability that more people will travel to that place. This logic can be applied to your association’s e-newsletter. The ‘somewhere’ in your e-newsletter is often an event you are promoting, a member benefit you want to hype, a call-to-action you want to boost or any other initiative your want members to take notice of. Social media is one way to build more roads to this initiative and drive more traffic (and member attention) to the elements you want to highlight.

While your association’s e-newsletter will no doubt attract traffic to any sort of important announcement, most members only open the newsletter once. Social media allows your organization the versatility to post these same links to the announcement in different ways, at different times and to different audiences. For example, your e-newsletter might have an article promoting an event. You can tweet about this article five times over the course of a week using different words and hashtags and at different times of the day to capture the most traffic you can. Utilizing social media enhances your newsletter’s reach and the impact of your organization’s marketing efforts by funnelling a broader audience onto a platform where your content can take over and encourage members to engage with the association’s initiatives.

It Can Whip Up Member Pride And Reader Loyalty

There’s something to be said for the concept of mob mentality. That is, people are certainly more inclined to engage in something if they notice others engaging in it first. While e-newsletters provide a great opportunity to create a personal form communication between a members and the association, it also means that this mob mentality is missing, which leads to a lot of people ignoring your emails and the potential for viewing its content, which is a win/win for the member and the association.

Placing the content from your e-newsletter on social media gives your organization a chance to shift the publication from a contained, one-on-one interaction to a more public action. When this happens, there’s a higher likelihood your target audience will be influenced by someone they trust and invest their time in reading the newsletter content. When other members of the association are reading, sharing and otherwise interacting with the e-newsletter in a public space, it creates a sense of community among the rest of the group and increases pride in the entire audience. Furthermore, social media allows the content in the e-newsletter to be consistently circulated and shared, giving your members a chance to make viewing the newsletter, and interacting with the association, a habit. Establishing your association’s communications as a habit for members means your value has been integrated into their daily lives and increases the likelihood that these members will remain loyal to your association long into the future.

How Associations Can Use Video To Encourage Members To Take Action

Associations exist to serve hundreds (and even thousands) of members and entire industries, but the relationship is a two-way street and organizations often ask their dues-paying audience to do certain tasks out of necessity. These can range from small tasks (like registering before attending a free webinar or seminar) to large ones (like joining a committee and completing necessary responsibilities).

Without the willing participation of members, many association initiatives would be flops. It’s a scenario where associations are asking members to “help me help you.” However, association professionals spend countless hours tearing their hair out at the inaction of members and struggling to find ways to encourage them to engage.

Creating and sending out video content on social media is one way to overcome this obstacle of inaction among members. Here are three ways associations can use video content marketing to drive action and engagement among members during an organizational initiative.

Put It Into Perspective

You know and we know that many of the tasks your association asks members to do takes no time at all, but for some reason, members sometimes don’t know. These are the times that leave you puzzled that members won’t take two minutes to complete something that could have huge benefits for them and the entire industry. Video can help your association put these tasks into perspective for members and encourage them to take action.

Let’s take the example of a letter writing campaign your association has created as part of its government advocacy strategy. The association has drafted a form letter for members and all they need to do is download it from your website, fill in the blanks, find the contact information for their local representative from a list you have provided and email it to them. It takes five minutes, tops, and can have a huge impact, but there’s a lack of participation.

Create a video that puts this work into perspective, such as a short video that briefly outlines the steps needed to complete the letter writing initiative and then highlighting other everyday tasks that would take longer to do, such as waiting in line to buy a coffee or heating up last night’s leftovers for lunch. It’s a fun approach and makes the task seem much more manageable and important for members.

Create A How-to

What might seem like a straight-forward or simple task that you are asking of your members might actually seem overwhelming to them. This disconnect between your expectations and actual member engagement can lead to frustration and, even worse, a failed project, initiative or event. Creating a how-to video is a great way to not only guide your members through the process, thus making it more likely they will participate, but makes these instructions visual and easy to follow along with.

For this example, let’s look at the scenario of asking your members to submit information or ideas. This often happens when an association is asking for feedback from an event, doing a benchmarking report of some sort or seeking content for its publications or marketing material. Members may have some very valuable feedback or ideas for your organization, but don’t know the first place to start when trying to convey these ideas to the association.

Let’s say, for instance, you are asking members to send ideas and content for the association’s magazine via a website or other online application. Create a video that outlines and shows the step by step process for submitting ideas, pictures, articles and any other piece of content in an efficient way. Cover some troubleshooting issues to help less tech-savvy members embrace this resource. You will not only get a better response rate and better content, but you will have one more way to notify members that this initiative is happening!

Show The Impact Or Value Of Their Actions

Many members won’t take the time to participate in any association events or initiatives because they believe that the impact or return on investment is non-existent or isn’t worth the time. Video is the best way to show the impact of their actions in a visceral and relatable way that combats this apathetic attitude and makes members feel as if they are part of something big and meaningful.

For example, your association may be looking to recruit members to volunteer for a committee, task force or focus group, but the response has been less than you hoped. Volunteering in these types of roles can be time consuming and often thankless, leading members to view them as not worthy of their effort and something they’ll let others do instead.

To drum up some awareness and interest in these volunteer positions, create a video that focuses on one decision that was made or action that was taken at a committee meeting that resulted in a change that benefited members. Once you have settled on what this action was, trace its story from its origins with the committee to its long-term impact with members. Interview committee members and members who have been impacted by the decision and show the consequences of the decision in action. Members who see that their work will influence the people around them and the industry they are passionate about will be more likely to see the value of participation and take action.

How Running An Association’s Social Media Is Like Playing Golf

If you’re like us here at Incline Marketing, spending an afternoon playing a round of golf sounds as ideal as it gets. Not only is fun, challenging and active, but golf can also teach all of us a thing or two about social media marketing, which is always a lesson we’re interesting in hearing. As autumn hits, colder temperatures prevail and golf season comes to end, we’re here to give the game its proper due by drawing some parallels between the sport and an association’s successful social media strategy.

It’s A Marathon, Not A Sprint

A round of golf is 18 holes, takes around four hours to play and is made up of an average of 80-100 shots. A golfer’s score is the culmination of each and every shot; your first shot and last shot, your longest and shortest, all count as one on the scorecard. A round of golf is a marathon, where every shot matters and much be carefully studied before taking a swing.

Similarly, social media is more of a metaphorical marathon than a sprint. Consistency counts more than many other factors in creating a successful brand online. It may seem like certain posts are more important than others, but each one adds up over time to create a full picture of who your association is and what it means to its audience. Every piece of content must be studied and constructed just right, with a clear message and with the association’s goals in mind, in order to be successful and lead to an overall great return on investment at the end of the day.

Precision AND Power Count

Drive for show, putt for dough, as the saying goes. While this is a delightful way to illustrate two facets of the game of golf, it’s actually quite true that the best players in the game, amateur or pro, can combine power off the tee and a steady, accurate hand on the putting green. Golf can be a game of long distances and the smallest fraction of an inch, all in a matter of minutes and mastering those dual considerations is key to victory.

Social media is also often about precision and power all at once. Associations need to pack a punch any time they communicate with members with the goal of engaging them, especially on social media. Sending a powerful message can mean the difference between a successful event and a boring one, a great membership drive or a merely good one. At the same time, the way your association creates its content involves some precise data. Analyzing numbers and examining the best way to word a tweet or the best time to post on Facebook or any other consideration is extremely important to catering to a niche audience which has a big impact on your organization’s online success.

Etiquette Is Super Important

There are a lot of rules, both written and unwritten, in golf. This etiquette, which includes everything from what you wear to which order you shoot, is a crucial part of the tradition of the game and a big reason why so many people love to play golf. Sometimes this etiquette can put people off and can hamper the growth of the game, and it is important to know when to be a stickler and when to loosen the rules, but keep the spirit of the game alive.

Etiquette is also an extremely important, if somewhat undervalued, part of an association’s social media efforts. There are certain unwritten rules of engagement that your audience expects to come as part of the experience of interacting with your association on social media. You also must have guidelines for your staff and volunteers and a plan for moments of crisis or when someone goes against etiquette. Understanding the rules of social media, both written and unwritten, as well as the rules for creating engaging content and the rules of your organization is crucial to having a well-thought-out and stable social media strategy that provides results.

Studying The Landscape Comes In Handy

Golf can actually be considered a team sport. Every professional golfer has a caddy who is instrumental to helping them play their best. Caddies often study the golf course for days and days before a tournament, determining distances, reading the slope of greens and examining the best and worst areas of play. The caddy’s knowledge is invaluable when a player needs to know exactly what kind of shot to make in a certain situation and can be the difference between first place and middle of the pack.

A good association social media manager is just like a good caddy in that they study the landscape of the industry, their social media results and their audience on a regular basis. Determining the pulse of your target demographics, what they’re talking about, what’s important to them, what they’re reading, how they’re talking and how they’re using social media to engage, is a crucial part of maximizing your efforts, content and return on investment. Study the landscape of social media, what’s successful, what’s not and plan your next moves accordingly in order to be successful.

5 Ways For Associations To Tell Engaging And Effective Stories On Instagram

When it comes to social media and marketing, stories will trump press releases any day.

Telling a story will capture the attention of an association’s membership and is more likely to create an emotional reaction which can then turn into multi-level engagement. A story is much more effective at conveying value and moving people to action.

As the saying goes, show, don’t tell, when presenting a story. Instagram is the perfect medium for associations looking to dispense with long-winded explanations or stuffy text blocks and convey a message to its members using visuals.

Here are five essential elements for associations to use when constructing a story through a picture on Instagram that will captivate members and make them want to learn more.

Capture Emotion

If you want your members to feel some emotion when looking at your Instagram post, you need to present them with emotion. While a posed picture with smiling faces is a great way to show someone having a great time at an event, it is even better to capture a speaker in mid-talk, looking passionate about their topic or an attendee at that same event laughing naturally as they network. Capturing these spontaneous shots that show off real emotion feels natural and tells a tale about how people are feeling at that moment about an initiative, event, etc.

Highlight The Setting

Every good story gives some context. Your association’s Instagram posts should too. Showing your audience the setting of the photo and the story you want to tell grounds them in a certain place and time and makes it easier for them to relate to what you are promoting. Frame photos around a setting that people can recognize or have some importance to your story/message. For example, if you are recognizing a member and their accomplishments, use a picture that shows them at their place of work surrounded by items that define their professional triumphs.

Show Action

Similar to emotion, showing action is a crucial element to telling a great story, especially on Instagram. Think of your favourite novel or movie. There were certainly actions taken by the characters that made the book or film interesting and engaging. The same concept goes for Instagram photos. Capturing an action shot explains to the reader what is happening without having to trudge through text, which evokes emotion and keeps their attention. For example, if your association is meeting with politicians to lobby for the industry, capture the organization’s executive director, CEO or President shaking hands with the politician.

Cater To The Mood

There is a certain feeling that you would like your association’s Instagram audience to feel after seeing your post and ‘reading’ its  Whether it’s a feeling of excitement for an impending event or optimism towards the work being done by staff, it’s important to capture this mood in every element of the photo. Everything from a person’s face to the lighting of the photo and the filter used will emphasize the mood you are trying to convey and enhance the experience that your audience goes through when viewing the post.

Know When To Craft A Long Or Short Caption

The picture’s caption is an integral part of any Instagram post and the story your association is trying to tell. There’s a time to be brief with this caption and let the photo take centre stage in telling the story and there’s also a time to be longer with the written side of the story. Knowing which situation calls for which method is not an exact science. However, generally if the context, facts and call to action require a longer explanation, the caption should be longer. If the picture speaks for itself and the content is lighter, keep the caption brief and fun. For example, if you are showing the leadership team preparing for a lobby meeting or the executive director/president/CEO reading over a speech that they are giving, the explanation behind this picture might require you to give some context. When this happens, weave the caption into a story where the person in the picture is the main character. Don’t use bureaucratic language, but get personal and relatable, just like the picture itself.