4 Jul 2023

Choosing the Right Social Media Platforms for Your Association


With the myriad social media platforms out there, deciding which ones your association should be active on can feel like a daunting task. But fear not! Today, we’re going to break it down and help you make that decision confidently and effectively.

Start with Your Audience

Your members are the heart of your association. So, when choosing social media platforms, they’re your starting point. Where are they most active? What platforms do they prefer? Conducting a member survey or using industry data can provide valuable insights. Remember, your goal isn’t to be everywhere – it’s to be where your members are.

Understand Each Platform’s Strengths

Each social media platform has unique strengths and is designed to cater to specific content and demographics. Let’s take a look at some popular ones:

  1. Facebook: With its diverse user base, Facebook is great for reaching a wide range of demographics. It’s excellent for sharing news, blog posts, event invitations, and fostering community through Facebook Groups.
  2. Twitter: Twitter thrives on real-time conversations and is ideal for sharing industry news, participating in discussions, and providing customer service.
  3. LinkedIn: As a professional network, LinkedIn is perfect for sharing industry insights, professional development opportunities, and networking.
  4. Instagram: This visually-driven platform is fantastic for showcasing your association’s culture, events, and behind-the-scenes. It appeals largely to a younger demographic.
  5. YouTube: If video content is a significant part of your marketing strategy, YouTube is a must-have.

Consider Your Resources

Social media requires consistent effort – from creating and scheduling posts to monitoring and engaging with comments. Assess your resources, including staff time and content creation capabilities, before you add another platform to your social media strategy.

Trial and Adjust

Don’t be afraid to experiment. Try out a platform, monitor your engagement and growth, and assess whether it’s achieving your goals. Remember, it’s okay to leave a platform if it’s not serving your association well.

The Takeaway

Choosing the right social media platforms for your association isn’t about following trends. It’s about understanding your members, recognizing your capacity, and aligning with your overall communication goals.

It may take some time and testing, but finding the right social media mix will help you engage your members, grow your reach, and enhance your online presence.

Until next time, keep connecting and engaging!

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