Social Media Trends Associations Need To Know
Now that most associations are tackling tweets and posts with ease, we can all rest easy and celebrate as the money and members pour in. Right? Not quite. Now the challenge is trying to stand out and engage members and the public. We talked to a few about some of the trends.
Not all platforms are created equal
The International Association of Fire Fighters uses social media to keep its members, the public, and other labor and fire service organizations in the US and Canada informed about news and issues. The organization does this through written content, links, videos and infographics. But each social media platform requires unique messaging. Facebook, for example, helps the organization start and monitor conversations about particular issues, says social media manager Mesha Williams (right) with communications director Jane Blume. Twitter is more about sharing breaking news. Facebook and Twitter are the biggest platforms for the organization, with 170,000 likes to its Facebook page and 25,000 Twitter followers. YouTube is third, with 3,000 subscribers.
Associations are going where members are
Consumer Electronics Association digital media director Sean Parker says CEA is on just about every social media platform, but its audience is mostly on Twitter and Facebook. Sean tells us it takes a little research to find out where members are, but it’s worth the effort. He also recommends using a genuine voice on social media rather than formal corporate language. It makes the member feel like there’s actually a person behind the post rather than someone just repeating talking points.
Social media is a window into what members care about
Watching a conversation unfold on Facebook or seeing how many times a tweet gets retweeted is a great way for organizations to know members' interests, says Jane. This post on IAFF's Facebook page on 9/11 was shared over 1,700 times. It has also helped the organization shape its messaging on a particular topic or issue. Members also help police the conversations and point out something that’s not true or a position that goes against the organization.
Social media only works with a consistent posting schedule
IAFF has a goal to post every hour, more if there’s breaking news, says Mesha. Jane says it won’t work to just post once a day if you're trying to reach members or certain groups of people. She also recommends Facebook advertising for organizations that are new to the platform or want to increase their presence. They can advertise their website on Facebook and not break the bank. Another strategy is consistency about what types of things get posted and when. The Association for Training and Development makes a point of starting the day with an inspirational quote (this was today's) that often gets shared and brings attention back to the organization.
Social media is a customer service tool
Social media has also become a way for association members to ask the organization customer service questions, says ATD senior communications manager Kristen Fyfe-Mills. She says it’s a trend that’s just starting in associations, and it reflects how people interact with the private sector. She adds that social media is more than just posting consistently, but also listening to members and talking back to them.
Members are using social media to talk to each other
Association members can ask each other questions and engage in conversations that would normally have to wait until the annual conference. The Society for Human Resource Management social engagement director Andrew Morton says he really steps back and lets members talk. For example, one member posted a question on SHRM’s LinkedIn page about the best way to recognize employees on their birthdays. An organic conversation grew with 50 people discussing how their companies have tackled the issue. ATD also uses its LinkedIn page, which has over 17,000 followers, to let members share best practices.
It's more about content than advertising
Rich content posted to social media means people will want to come back to the association’s social media platform and share the information, says Association of Legal Administrators marketing and communications director Gwen Biasi. Her association has even been able to recruit a handful of new members by posting white papers, articles and podcasts generated exclusively by the organization. LinkedIn has been the best way to share its content, since it’s a more business-focused platform.
