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Using Social Media to Attract and Attain Members

The growth and popularity of social media means that it is becoming a popular method of communication for many membership organisations. The ability to encourage and foster member-to-member networking and engagement through these tools, means that membership organisations are able to add value to their membership packages – helping to boost new membership growth and retain existing members.

Author: Kate Oxton
Date: May 11, 2010 - 9:02:32 AM


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Membership organisations constantly battling targets of retaining existing members whilst attracting and capturing new members. With the cost of traditional marketing such as events and direct mail growing, many membership organisations are turning to online networking and social media as a way to reach new members and as a medium to add value to existing member packages.

 

So why is social networking important for membership organisations?

 

·          It g enerates a more open and transparent membership organisation

·          Social media improves marketing campaigns and adds value to the member experience

·          It can encourage new and existing members to get involved in issues affecting the industry

·          It enables e ngagement with specific target groups

·          It can help to i ncrease awareness around various membership campaigns

·          Membership organisations can use social media to gauge immediate reaction to marketing initiatives

·          It can stimulate positive online professional networking, suggestions and feedback from members

·          It enables ‘real time’ communications with members

·          Provides an effective tool for members to promote the organisation via word of mouth

·          It helps to a ttract younger members from the industry

 

Since membership organisations are frequently built around the ideas of community and networking, it is often a simple and understandable step to move these ideas online, via one of these networking websites. The most popular sites are Facebook, LinkedIn and Twitter.  


Facebook

A Facebook Page is a customisable presence for an organisation, product, or public personality to join the conversation with Facebook users. The page focuses on the stream of content posted by the page administrators.

 

By leveraging the real connections between friends on Facebook, a page lets fans become brand advocates. Posts by the page will start to appear in News Feeds, giving pages a stronger voice to reach their fans.

 

Using Facebook as a membership communication tool:

·          Facebook pages can be used to promote events very effectively

·          Organisations can upload photos, videos, take part in forums, and receive email updates

·          Facebook page status updated can be linked automatically to Twitter

·          Organisations cannot moderate what is said, but they can make the group private, only inviting registered members

 

Facebook also offers opportunities such as targeting ads to fans, so there are methods to market to non-members who may be interested in an association's services and/or products even if they're not contenders for membership.

 

LinkedIn

LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of 8 April 2010  ( 2010 -04-08) [update] , LinkedIn had more than 65 million registered users, spanning more than 200 countries and territories worldwide.

 

Using LinkedIn as a membership communication tool:

·          A closed user group, i.e. members only, can be created to provide members with a exclusive opportunity to network with other members without revealing personal contact details

·          For members with a particular interest, focused sub-groups can be set-up for (named SIGs   - Special Interest Groups

·          Member organisations can upload photos, videos, create online (member and non-member) polls, take part in forums, and receive email updates

·          Groups can be used to communicate news and start online discussion and debate

·          LinkedIn can be used to promote events very effectively

 

Having a LinkedIn group that is limited to members also has the potential to attract new members. Alternatively, having an open group where anyone can join has the benefit of providing the membership organisation with of a list of prospects that may be suitable new customer targets.

 

 

Twitter

Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.

 

Using Twitter as a membership communication tool:

·          Twitter can also be used to provide mini-updates for one-on-one members

·          Membership organisations can use Twitter as a way to inform event participants of the latest event updates/changes.

·          Organisations can post links to new information, advice, tools and resources on their own websites

·          Organisations can instantly communicate important messages and ‘calls to action’ to their membership base

·          Customers can subscribe via mobile or RSS for instant notification

 

 

Managing Social Media Channels

Social media is only an effective form of marketing and communication if it is managed correctly. Social networks must be updated on a regular basis with unique new content. Membership managers must also observe these channels for member activity, and ensure all questions or comments from members are responded to.  It is not enough to create a page or presence on these channels then leave them at that, hoping that they will manage themselves. Efforts must be made to cultivate conversation and help to build the online community.

 

Managing these channels can be made easier through the use of a comprehensive Membership Management Solution. These software solutions enable membership managers to control a variety of social networking channels without having to log in individually. Managing the accounts from a single, central platform ensures a consistent and steady message and helps to engagement between members and the membership organisation managing the social media channel.

 

Membership Management Solutions should include a wealth of modules to help all membership communications – whether it be traditional, online or via email. They also aid in the analysis and reporting of membership statistics, helping membership managers to understand the effects and ROI of their membership marketing efforts.



View all articles by Kate Oxton

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