Associations have been in the “social networking” business, long before Facebook and Twitter became household names. Associations are communities in which people of like interests and goals gather. This is why social media has been adopted by associations and integrated into their existing marketing mix. It amplifies what they have been doing all along.
Social Media has enormous benefits for any Association like encouraging member engagement, reach wider audiences and get new members and it can create real brand awareness, a strong opinion and word-of-mouth helping the association to win a good reputation
If you’re an Association and still unsure if you should be on social media, or are already using social media but need to understand how to use it properly, here are 3 great examples of Associations that are using social media well:
ACCA is the global body for professional accountants and it connects professionals across the world.
They really embraced the online world and made life easy for members on their website through the possibility of taking different key actions online like for example becoming a new member and joining several social media channels.
With an impressive 54.3k followers on Twitter, 542.315 likes on Facebook and 25,069 followers on Linkedin, ACCA is seriously and successfully investing in their social media marketing.
The formula for their success on social media is simple and effective and they’re the perfect example of a great social media strategy: they deliver a mix of content that shows the value and benefits for their members, they connect and interact with their members and other industry influencers, they share industry news, and they also use different types of images to inspire their followers.
All of this mix of content really appeals to their followers and members as we can see from the hundreds of likes and shares their updates have. Social media is also one of their main source of attracting potential members into their website.
CIPD is the professional body for HR and people development.
They have an impressive 14,816 likes on Facebook, 20,667 followers on Twitter and 947 followers on Google+, CIPD is also a good example of how an Association can use social media.
Their strategy also consists on a mix of content delivered in a way that shows value and benefits for their members. Their updates contain instant gratification, which is something really key to attract attention on social media.
Followers easily see “what’s in it for them” so they stop and read their updates. They share blog posts, news, industry information and trends, they ask questions, and also show a lot of behind-the-scenes content, which shows the faces behind the association. Their social media presence is also one of the main sources to attract traffic to their website and new member.
NFU is the voice of British Farming and a wonderful example of how both Associations and the Agriculture/Farming sector are successfully using social media.
They have an impressive 14,098 likes on Facebook, 27.6k followers on Twitter and also a Youtube channel with 633 subscribers.
Both social media and the Agriculture industry loves images and videos so NFU is heavily investing their social media strategy in delivering this type of content.
They have hundreds of videos and images showing NFU like conferences and events, videos showing farmers, their farms and how food is produced, tackling hot trends and controversial industry issues like cattle vaccination.
Their transparent and open approach is proving very successful in attracting and engaging their members, because it really delivers information that they are very keen to absorb.
They have a huge percentage of engagement and interaction and their social media strategy is also key to attract new members and drive targeted into their website.
Are you an Association using social media? Share your experience with us in the comment section below.
24 May 2018
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