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6 Online Engagement Hacks for Association Professionals

6 Online Engagement Hacks for Association Professionals

Member engagement is top-of-mind for most association professionals. But when it comes to actually making that happen, well, roadblocks often occur. Sometimes what we THINK will appeal to members and potential members doesn’t, and we’re left scratching our heads.

Engagement is tough - we get it. So to help you out, we’ve put together six online engagement hacks for association professionals:

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Measuring your association's success online

Posted by Sarah Hill

When you’re promoting yourself and your association in the on line/social media space, sometimes it’s hard to tell if what you’re doing is really working. Here are some ways to determine your pages’ success so you can determine whether to keep up what you’re doing or change your efforts.

 How to measure your association's success online

For Facebook, Twitter, Google+ and Pinterest the concepts are all the same: followers, comments, and shares. Of course the terminology changes with each medium.

On Facebook, page followers are known as “likes” on business pages. The insights are conveniently right there on your home page. It’s pretty easy to glance at the graph and see when your audience engagement is up or down, and the fact that they break it down by dates makes it easy to go back and cross-reference with your activity that week. Also keep an eye out for “likes.” Every new person who likes your page increases the chance for your content to be shared because each user’s hundred friends could see your content if you get a “like” or a “share” from a mutual friend.

On Twitter when someone “tags” you it’s known as an “@” mention. Don’t forget it’s always a good thing to see new followers, and when a Twitter user shares another user’s content it’s a “retweet.” All of those are great for spreading your content, because it spreads your profile and content to new Twitter users.

On Google+, when a user wants to follow your association, your page will be added to one of their circles. "Circles" is just Google's term for a grouping of contacts. Instead of Facebook’s “thumbs up” or Twitter’s starring “favorites,” Google+ users “+1” a post or a comment.

Pinterest shares are called “repins” and you can gain followers the same way as you do on the other social networks, but instead of your complete account other pinners can follow just one of your “boards.” It may be worth it to invest more time in the content that will reach more people, but don't forget to add some content to the other boards from time to time to reach out to different audiences.

Blogs and websites measure success a bit differently. Google Analytics can give you some insight into where your audience is coming from and a general idea of their demographic, and a lot of blog services like Hub Spot and Wordpress offer similar breakdowns of likes, clicks, and viewers.

The most important thing when judging success on line is QUALITY, however. Ten or twenty great viewers who participate are worth more than 100 people who click on your blog or social media then quick away quickly.

Keep in mind, this is a very quick, very generalized overview of on line success. There are a million ways to determine the reachability of your message! Maybe your association just wants to get it's message out there or to establish a profile at all. In that case, first things first: get started.

If you need some help, check out our brand new Small Staff Social Media Guide. We’ve included lots of great tips and tricks, best practices on line, and we go in depth into what’s out there and how to find the next big thing.

Click here to download our  Small Staff Guide to Social Media

Topics: association management, social media for associations

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