Revitalizing Association Member Engagement with Social Media

Many associations are facing a decline in member engagement, struggling to attract new members, renew existing ones, and maintain overall participation. This decline may be attributed to the overwhelming information landscape, where members are harder to reach. According to Naylor’s 2023 Association Benchmarking Report, 48% of associations see “combating information overload” as their top communication challenge. Associations must adapt to this changing landscape and leverage digital channels to engage members effectively.

Traditional conferences have long been the primary engagement tool for associations, but their reliance on face-to-face events is becoming precarious due to reduced business travel, even as it recovers post-pandemic. Associations need to explore alternative engagement strategies in an always-on, digitally connected world.

To boost member engagement through social media, associations should follow these five steps highlighted in a recent article by Lead Marvels:

Define Your Strategy: Develop a clear social media strategy that includes identifying your target audience, setting goals, selecting the right platforms, planning content, and analyzing and optimizing your efforts. Focus on platforms where your target audience is most active, such as LinkedIn for professional associations.

Engage Directly: Highlight member stories and achievements on social media to increase engagement. Encourage members to share their accomplishments, and engage with them through comments and mentions. Use a warm and welcoming tone rather than a formal one.

Listen and Respond: Active listening is key to understanding your members’ evolving needs. Join social media groups, foster conversations, ask questions and create an environment where members can interact and share ideas. Treat your online community like a live event, fostering meaningful discussions.

Leverage Thought Leadership: As a trusted voice in your industry, collaborate with influential individuals or organizations for joint content and cross-promotion. Share case studies, success stories, and industry insights to establish thought leadership.

Post Relevant and Useful Content: Consistency is crucial in maintaining engagement. Stick to your content strategy, and share well-researched content in various formats. Don’t limit yourself to original content; curate valuable content from other sources to meet members’ informational needs.

Associations should recognize the opportunity to become the trusted source of information and connection for their members in an increasingly busy and noisy world. By adapting their engagement strategies to the digital landscape and nurturing online communities, associations can enhance member engagement year-round, ultimately strengthening their value proposition.