Great Reads You May Have Missed: Social Media Strategy

Ten years ago, a good social media strategy could have been based solely on Facebook and Twitter. But the social media and the networks we use to access it have changed a lot, as has the way we engage with it.

The goal is not to get 50,000 likes every time; it’s about engaging with members and stakeholders. But even with that lower goal comes some complexities that association professionals should take the time to understand. With that in mind, here are a few stories from the archives that social media professionals might find instructive:

How to create a social media policy that protects your association. “Many legal issues arise with social media,” explained Katharine Meyer, director of ethics at the American Speech-Language-Hearing Association, which means that developing a policy that takes into account the issues Such as the risks of copyright infringement and the potential for defamation should be considered early in the process and explained to employees and volunteers.

Social media campaigns can improve engagement with revenue-generating content. Can you tie social campaigns to dollars rather than the more nebulous concepts of engagement? This is the case with WorkerBee.TV president Dan Stevens noting that micro-marketing approaches can help create a funnel into your organization that can increase prospects and income for existing members, or even monetize the view itself. through advertising. “Micromarketing is raising awareness and attracting people throughout the story of your ecosystem and your brand, where you can monetize with advertising or pay per view,” he said.

Ensure ethical use of your association’s social media platforms. Mark McCormack, senior director of analysis and research at EDUCAUSE, as well as Maame Nyamekye, lawyer with the National Association for Realtors, developed the legal parameters for the use of social media into more in-depth considerations on the subject. ‘ethics, including building a social media policy: “While a comprehensive policy does not eliminate all the risks associated with the use of social media, it can help minimize the risks,” wrote the authors.

Should volunteer groups have separate social media accounts? A hot topic in the ASAE Collaborate community [ASAE member login required] a few years ago, volunteer committees had the idea of ​​launching Facebook pages or other presences on social networks. This raised important questions that consultants Hilary Marsh and Sue Young weighed in for this article. “Everyone has the same technology. They can do something that goes viral. It can seriously damage an organization’s reputation, ”Young said.

Turn Chapter Members into Social Media Influencers. Then again, maybe you want to leverage the voices within your organization on social platforms in a thoughtful way … at least in the case of individual chapters. Peggy Hoffman, FASAE, CAE, President of Mariner Management, highlighted how the American Society of Landscape Architects allowed their individual sections to manage their Instagram account for one day, with success.

Discover your strengths on social networks. What happens when you have a lot of followers but you need to find the best way to engage them? This was the challenge that ASIS International, with 100,000 subscribers across five major social networks, faced. Gabriella Lehimdjian, Group Communications Director, outlined the strategies ASIS uses to uncover its best social opportunities.

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