Many associations make it a regular practice to “spotlight” members and gather and present details about their participation in the association and careers. While it seems like obvious content for your association’s blog or social media, it could backfire. Let’s review the pros and cons of “spotlighting” members.
Pro: Easy content
Member profiles are easy “color” for your association’s blogs, newsletters, and websites. They’re very common and you have the added bonus of the profiled member helping to circulate your website or blog to “show off.”
Con: Could be seen as fluff
Member profiles are easier than say, a detailed assessment of a news event or industry development. Depending on how often you update your blog or website, if all you do is profile your members it could seem like you’re not trying. If you do decide to occasionally profile your members, be sure to mix in some association and industry-related material too!
Pro: Add a face to the association (besides you)
For recruitment purposes, a variety of profiles is a great way to connect with potential members. New and potential members are more likely to feel accepted and welcomed if they know they’re among peers. Showing off the diversity of your membership could be a big help!
Con: Is that the face you want on your association?
Not to get all “worst case scenario” but you never really know what could happen. If you have a member who is connected and engaged and then the next week has a falling out with a board member and blasts the association online, having a profile of that member on your website could just look bad.
Pro: Helps you get to know members better
The act of contacting a member and asking them about their jobs, life, and connection with the association goes a long way in building a personal relationship with that member. It’s also a great way to determine volunteer capability and potential for future leadership!
Con: Could be seen as playing favorites
Nobody wants to be left out, and if your membership is smaller and more intimate being “profiled” could be seen as a status symbol. If you do choose to profile members, ask for volunteers or keep it random. And get in everyone!
The long and short of it is that it’s really up to you and your association’s needs and how your membership will react. Good luck and happy profiling!
If you are looking for an easy way to reach members where the already are, try social media! Download our free guide to member engagement on social media.