So you set up your social media. Now what do you post so that your members and your fans and friends get the most out of your page? These days, people choose who may market to them. You need to offer them something in exchange for their click and their time and EARN that like or follow.
Social Media Today posted a great article about the types of social media content your audience really wants. Let’s piggy back off of those principles and apply them to associations!
1) Fan Content
Jon Thomas, the author of the Social Media Today article, raised the example of a singer pulling a fan on stage. The association equivalent is sharing your members’ hard work and letting them have the spotlight for a little while. Pictures always work, but if you have a chance to congratulate members on promotions or big projects, do it online so they can share and brag! It also shows that your association is suppotive of it's members, and celebrate their accomplishments even if they're not directly related to association work.
2) Behind the Scenes Content
Show off the people behind the curtain and show off your culture. It’ll go a long way in making members who are new or maybe who haven’t engaged in awhile feel close to the big players and reach out the arms of the leadership staff as if to say, “See? We’re just like you.”
3) Shareable Content
Have you seen our daily smiles? We do that stuff just to remind our customers and fans that we love making small staffs smile, and provide them with a little image to share. Of course our audience is different from yours. What would be particularly interesting to your members that would have them clicking the “share” button? How about cool blogs or videos related to your association’s field?
4) Exclusive Content
Shares are great, but there’s no way to tune someone out faster (and get “unliked” or “unfollowed”) like too much repetitive content. True, you never know what your fans and friends have seen already, but it’s a safer bet to come up with new stuff and share it early and often.
5) Participatory Content
Please don’t say “Like if you…” because while that worked for a little while, now it just looks like you’re fishing for attention. But there are other ways to get your social media fans and friends to participate! How about posting an interesting article with a follow up question? Or a quick survey?
Don’t feel overwhelmed. Once you get into a regular routine and start interacting regularly as your association page, it’ll get more and more comfortable and the content will come naturally!
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