Member engagement doesn’t happen randomly. Associations with increases in overall membership are “also more likely to have a strategic initiative in place for increasing engagement,” according to the 2015 Membership Marketing Benchmarking Report from Marketing General.
Those that have been most successful – according to this study – cite participation in public social networking as the engagement strategy that has been most effective for driving engagement – more than young professionals programs, webinar attendance, and members-only website areas.
This makes sense. You can offer all the value-adding programs and services you want, but you won’t get very far unless you aggressively promote them, and social media has become a go-to tool for doing just that.
According to the study, Facebook, Twitter, and YouTube are the most-used platforms by hopeful associations looking to find new ways of connecting with members. Most of them have learned that the saying “if you build it they will come” doesn’t apply in the realm of social media. You have to actively build and nurture your social media page with timely, relevant content that’s helpful to your audience in order to increase exposure.
Association executives shared some of their best practices from their social media experience, including:
One thing to add … don’t make your content all about you. People get tired of seeing promotional content constantly – and eventually, Facebook won’t even show your posts in your fans’ newsfeeds. Try to make the majority of your posts serve your members’ and prospective members’ interests – it’ll make them more likely to read the occasional post promoting your next event.