There’s no denying that social media has become indispensable for associations to build community and rapport with current and future members. But even with great content and followers, driving real engagement on your association’s social pages can feel like pulling teeth.
Our approach to the digital landscape helps our association management clients leverage platforms effectively to connect with people where they are most engaged. This article shares a few tips to support your association management strategy.
Building a Vibrant Online Community
One of the primary goals of using social media is to build and nurture a community. According to a report by DataReportal, an average person spends more than 2.5 hours on social media daily. This presents a significant opportunity for associations to create a space where members can interact, share experiences, and grow together.
Emily Hammonds from Etherio’s association management team shares, “Social media isn’t just about broadcasting your message. It’s about creating a dialogue and building a community that resonates with your organization’s values and objectives.”
Highlighting Volunteers and Members
Social media offers an unparalleled platform to shine a spotlight on the people who are the backbone of any association – the volunteers and members. Celebrating their achievements and contributions fosters a sense of belonging and encourages others to participate actively.
Beth Chitnis, CAE, VP of association management at Etherio, notes, “When we highlight our members and volunteers on social platforms, we’re not just acknowledging their efforts; we’re also showcasing the human aspect of the organization, which is incredibly powerful.”
Frequency and Consistency
Maintaining a regular posting schedule is critical. A study by Sprout Social suggests that businesses should aim to post on Facebook at least three times a week and on Instagram at least once a day to maintain engagement. However, this is not a one-size-fits-all approach – that’s why it’s essential to take the time to understand where and when your audience hangs out to strike the right balance.
Choosing the Right Platforms
The choice of platform depends mainly on where your core audience is most active. LinkedIn is ideal for professional networking, while Instagram and TikTok cater to a more visually oriented audience. With its vast user base, Facebook remains a versatile platform for broader engagement. No matter the platform, remember to keep the content flowing so your audience doesn’t feel ghosted.
5 Rules for Social Media Success
- Understand Your Audience: Tailor your content to the interests and needs of your members.
- Engage Actively: Respond to comments, participate in discussions, and create interactive content.
- Use Analytics: Monitor the performance of your posts to understand what works best for your audience.
- Quality Over Quantity: Focus on creating meaningful and relevant content rather than just increasing post frequency.
- Stay Updated: Keep abreast of the latest trends and algorithm changes on various platforms.
The Advantages of Being Social
The benefits of a robust social media presence are numerous. For instance, organizations on social media witnessed increased customer satisfaction, according to a University of Southern California study. Additionally, it’s a cost-effective way for associations to enhance brand visibility and foster community engagement.
Empowering Your Association
Remember, in the dynamic world of social media, adaptability and authenticity are your greatest assets. Let’s harness the power of these digital platforms to create lasting impacts for our members and communities.
