A decade ago, a good social media strategy might have been based solely on Facebook and Twitter. But social media, and the networks we use to access it, have changed a lot — and so, too, do we have the ways we deal with it.
The goal is not to get 50,000 likes every time. It is to engage with members and stakeholders. But even this less sublime goal comes with some complications that collecting professionals must take time to understand. With that in mind, here are some stories from the archives that social professionals might find helpful:
How to create a social media policy that protects your association. “There are a lot of legal issues that arise with social media,” explained Katherine Meyer, director of ethics for the American Hearing and Language Association, which means that building a policy that considers things like the risks of copyright infringement and the potential for defamation should be considered at the beginning of the process — Explain it to staff and volunteers alike.
Social media campaigns can improve engagement with revenue-generating content. Can you link social campaigns to dollars instead of more ambiguous notions of engagement? This is the case made by Dan Stevens, President of WorkerBee.TV, noting that micromarketing approaches can help build a path for your organization that can increase prospects and revenue from existing members, or even monetize the show itself through advertising. “Micromarketing gives awareness and draws people into the whole story about your ecosystem and brand, where you can monetize through ads or pay-per-view,” he said.
Ensure the ethical use of your organization’s social media platforms. Mark McCormack, Senior Director of Analytics and Research at EDUCAUSE, as well as Mami Nyamike, staff attorney at the National Association of Realtors, have expanded legal standards for social media use into deeper considerations about ethics, including building social media policy, the authors wrote: “While A comprehensive policy will not eliminate all risks associated with the use of social media, but it can help reduce the risks.”
Should volunteer groups have separate social media accounts? Hot topic in the ASAE Collaborate community [ASAE member login required] Two years ago, the idea of volunteer committees was to launch Facebook pages or other social media. This raised some important questions that advisors Hilary Marsh and Sue Young have addressed in this article. “Everyone has the same technology. They can do something that spreads quickly. It can seriously damage the reputation of the organization,” Young said.
Turn class members into social media influencers. Then again, you’ll probably want to tap into the voices within your organization on social platforms in thoughtful ways…at least in the case of individual classes. Peggy Hoffman, FASAE, CAE, President of Mariner Management, highlighted how the American Society of Landscape Architects allowed its individual classes to run their Instagram account for a day—successfully.
Discover great places on social media. What happens when you have a lot of followers but need to figure out the best way to engage them? This was the challenge for ASIS International, with 100,000 followers across five major social networks. Gabriella Lehemdjian, Group Communications Director, laid out the strategies used at ASIS to uncover the best social opportunities.
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