Reasons to Strengthen Your Association’s Social Media Presence in 2019

Reasons to Strengthen Your Association's Social Media Presence in 2019

Increasing Your Association’s Social Media Presence Needs to be a Key Goal for 2019

In this digital age, your association’s social media presence is a crucial part of not just your digital marketing presence but also helps to create a perception of your association as a whole.

Your association’s social media presence is something that can be used as a communication tool to engage with members you already have on the various social platforms. It can also be viewed as a strategy to interest potential members, like millennials who are digital natives and known for seeking information and communicating online. If done well, an association’s social media presence can easily translate into membership base growth, and retention, as well as increasing the effectiveness of the time and effort spent on growth. And more importantly, your association’s social media presence and engagement is something you can do which can be extremely cost effective in terms of ROI.

So let’s take a look at the reasons more associations are strengthening their social media presence in 2019. And also, let’s take a look at what they’re doing to achieve this.

so many people are connected to their phones, and engaging online, which is why your association's social media presence is more important than ever

Increasing your Association’s Social Media Presence Through Greater Visibility

Technology in today’s world moves so quickly, and so do our attitudes about technology. Not long ago we were told to be very cautious about the things we put on social media because potential employers or business partners could see them.

But that’s exactly what we want now. Your association’s social media presence is more important than ever. In a very real way, it looks unprofessional not to have a social media arm to your association. Your results on search engines can seem incomplete without having this badge of technological honor under your name. It validates your association as being one that embraces technology as opposed to one that looks like a dinosaur. Associations’ need to keep up with the times to continue to remain relevant to younger members who want to be part of something that they can relate to.

Visibility Includes “Housekeeping” Items as Well as Communication Through Social Platforms

Many businesses and organizations use social media platforms like Facebook, Twitter, LinkedIn, and Instagram to stay in touch with their target audiences. But have you considered this is also another method of communication?

Social media platforms are a way for your association to advertise things like location, office hours, events, newsworthy members, and an overall way to speak directly to your audience. Having this high level of visibility is very important to your branding. For an association looking to maximize its ability to stay in touch with its base, having a social media presence is vital.

One more important aspect to consider regarding visibility and your association’s social media presence is that you need to make the social media itself visible. In other words, make sure that you advertise the fact that you are on whichever platforms you choose to utilize, but remember, the more the merrier. Add social media icons to your association’s website, and include them in all of your team’s email signatures. Also, include reminders for members to follow your association’s social media outlets through newsletters, emails, and other literature.

if your association's social media presence is not on your radar, it should be.

Let Social Media be an Advertisement for Your Association

Your association’s social media page might be the first place someone views your organization on the internet. Whether its a committed member of your organization or a new potential member, make sure that your first impression is a good one.

In a great article from Investment News discussing the importance of using social media platforms, they state that “clients and prospects look to your website and social media content as a way to get to know you better”. This is a great attitude to have when thinking about the kind of content you put out there to increase your association’s social media presence.

Consider the goals of your association when you are deciding what content to put out on your platforms. Let your organization’s goals and your social media presence’s goals share a common purpose. While inflammatory and flashy news articles might turn some heads, it’s ultimately not good for your branding and reputation in the long run.

Think of your social media presence as an extension of material that you produce for the members of your association. Your members are the individuals who follow you and care about what you have to say, but on a social media platform, you are also able to speak to a wider audience at the same time. While you are able to present your members with newsletters and emails designed specifically for them, think of your social media output as a way to deliver your association’s message to other interested parties.

Pay attention to what’s trending in the world, and find how it relates to your association and its values. This is your opportunity to stay relevant and do some free advertising.

utilize your association's social media presence to deliver your message to a much wider audience

Let Your Association Openly Communicate with the World

Beginning to work on your association’s social media presence can be intimidating. What your members, and potential members, want to hear from you might not seem obvious. However, the best part of social media platforms is that they are two-way streets.

While you should remain consistent on the quality and frequency of things you post, don’t be afraid to tailor your messages to your audience. The audience for every social platform is slightly different, but one thing remains consistent: people want to feel like they’re individually special yet inside a like-minded crowd.

If you don’t know what your members might want to share, ask them. You can create a poll as a way of giving individuals a strong voice. And they will inevitably want to utilize this voice. Post content that pertains to your association’s goals and values. Also, please note that you should be posting consistently, but that you can also give your message that extra personal touch. How? Well, by reaching out to the community at large.

when you association's social media presence is starting to grow, utilize tools to track its growth

Wrapping Things Up: Use Your Association’s Social Media Presence for Brand Building

Social media has proven itself as one of the most invaluable platforms for communication in the modern day. It’s used by individuals, organizations, brands, politicians, and everyone in between to help forward their agenda and communicate this world. Don’t let yourself be left out of the conversation.

Figure out a plan of action, and begin building your association’s brand through social media.

After all, this will strengthen not only your visibility and your web presence, but also your association as a whole.

Associations Struggling with Member Engagement

for associations struggling with member engagement it's important to create practical strategies

Defining Practical Strategies for Increasing Member Engagement and Retention

When we speak with association leaders and subject matter experts about the most important challenges and the pain points they face, they will most often put member engagement at or near the top of the list.

Associations know how important engagement is in keeping organizations healthy and advancing their mission, yet many are struggling to use their digital channels effectively.

A recent association benchmarking survey quantified the challenge of engagement. This study showed that 55% of associations felt that engaging members is  a challenge.

Traditionally, member engagement meant participation in annual conferences, training programs, or purchasing publications. With the advent of email, social media, and scores of apps, digital outreach became a quick, easy, and less expensive way of connecting with members. These digital options also brought forth a substantial number of new competitors vying for members’ attention.

Oren Ahronson, CEO of InLoop points out that,

“With the huge volume of data and spam that we receive every day, a simple approach of posting content to a website, email, and on social media no longer achieves the goal of engaging members. This is especially true in trying to get members to engage with digital content. These responses elevate engagement levels which are crucial to increasing association member recruitment and retention.”

associations have to make practical plans in order to increase member engagement

The rules of the game have changed. Associations need a more strategic approach with specific objectives and metrics. We provide practical tips for increasing member engagement.

Defining Engagement

In a world where electronic communications transfer information in nanoseconds, bombarding your members with “information overload” engagement is not just the existence of a relationship between an association and its members. You also need members acting on those communications and renewing their memberships.

Engagement = Member Recruitment + Action + Retention

Since each association has different goals, the exact definition of engagement will vary across associations. But the primary objective remains the same… increase engagement by increasing member participation, acquisition, and retention.

However, Wendy Scott, a Partner at ReedScott warns that,

Associations often focus primarily on recruitment while tolerating a decrease in retention until it’s too late. Delivering valuable, customized content is one of the best ways to retain members and remind them of the value you provide to meet their current and, hopefully, unmet needs over time. Retention is crucial because it can cost up to six times more to recruit a new member than the cost to retain an existing one.

Indications of Member Engagement Issues

member engagement and retention goes hand in hand

How do you know if you have an engagement issue with your membership? According to ReedScott, there are several reliable indicators:

Warning Signs that You May Have a Retention Problem

  • your association has a retention rate that is less than 75%
  • attendance at conferences and meetings is decreasing
  • the number of members volunteering is decreasing
  • you are seeing a decrease in benefits utilization
  • your sales from multiple revenue streams are decreasing

Time and time again, we see that the members who are highly engaged are the ones always coming back. So how do we measure engagement? And why is it important to measure it?

Measuring Engagement

by measuring engagement, associations can focus more on member retention and member engagement

It is important to measure engagement for the simple reason that “you can’t manage what you don’t measure.” Without data, you have no information upon which to make sound decisions about which direction to head with your content and communication strategies.

But, how can your association figure out how to measure engagement?

At a high level, measuring engagement is about aligning metrics to your strategic objectives. At a more detailed level, these metrics will be specific to each marketing channel. AI is playing a larger role in how we measure engagement by providing personalized content to association members.

Strategies in keeping members engaged rely solely on the content we send to members; content must be useful and unique to the personal needs of all members. We only have a short window to catch the attention of our members, so we have to be sure we take full advantage of all the resources available to us in this increasingly technologically-run world.