In today's digital-first world, your members (and potential members) are spending more time than ever on social media. Whether they are scrolling through LinkedIn for industry updates or participating in Facebook groups for peer support, social media has become a powerful tool for associations to connect, engage, and grow.
But simply having a profile isn’t enough. To stand out and deliver value, associations need a thoughtful, strategic approach. Here are the top social media best practices every association should follow:
Establishing specific objectives is crucial when using social media. Consider what outcomes you want to achieve, such as growing your member base, advertising events, highlighting member success stories, or increasing visitors to your website or blog. Additionally, positioning your organization as a leader in industry thought is important. To ensure every post has a purpose, align your social media content with these objectives.
Know where your members spend their time, and tailor your messaging accordingly. Each platform attracts a slightly different demographic:
- LinkedIn is ideal for professional updates, networking, and industry insights
- Facebook supports more community-based engagement and member stories
- Instagram works well for events, behind-the-scenes content, and visual storytelling
- X (formerly Twitter) is useful for quick updates, advocacy campaigns, and thought leadership
Creating a content calendar is crucial for maintaining consistency in your communications. Include weekly or monthly themes, such as "Member Monday" and "Tip Tuesday," to engage your audience. Make sure to mark important events and deadlines, as well as schedule reposts of relevant industry news. Incorporate clear calls to action, encouraging actions like registration, renewal, or volunteering. By planning, you can avoid last-minute scrambling and ensure a well-rounded mix of content.
To boost engagement on your posts, it’s important to use visuals strategically, as posts that include images or videos tend to receive significantly more interaction compared to text-only content. Consider incorporating branded graphics for quotes or statistics, short video clips from events or webinars, and member spotlights featuring professional photos. Additionally, infographics can effectively simplify complex topics for your audience. A helpful tip is to ensure that all visuals are accessible by adding alt text and using easily readable fonts and colors.
Engaging on social media is essential; it’s a conversation rather than just a platform for broadcasting messages. Take the time to respond to comments and messages, express gratitude to members who share or tag you, and actively ask questions to encourage feedback. Additionally, highlight and celebrate the achievements of community members. This approach fosters trust and cultivates a stronger sense of community.
To enhance engagement and credibility, consider leveraging user-generated content by encouraging members to share their experiences at your events or with your resources. Reposting this content, with permission, is an effective way to showcase your association's impact and promote further participation. Additionally, creating a branded hashtag can help organize and track member posts, fostering a sense of community among participants.
Bonus Tip: To effectively refine your strategy, it's essential to track and adjust your approach using platform analytics. Monitor key metrics such as engagement rates, which include likes, comments, and shares, along with follower growth and click-through rates on links. Additionally, keep an eye on conversions, such as event registrations and membership sign-ups. By analyzing this data and gathering feedback from members, you can identify what is working well and what needs improvement, allowing you to optimize your strategy accordingly.
Social media is more than just marketing—it’s a relationship-building tool. When used strategically, it helps your association stay relevant, deepen member engagement, and expand your reach.
