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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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Navigating the Choppy Waters of Online Member Engagement

Posted by Callie Walker

Navigating_Member_Engagement

Ok, we’ll say it: Online member engagement is hard. You have a website and you have a social community…but what are you supposed to do next? How do you really leverage the full potential of those platforms?

Well, we can help. We’re here to break down the top four engagement platforms (websites, social communities, social media, and emails) and provide you with a few best practices for each.

Take a look!

Website

Your website is the mothership of online member engagementBut it takes more than just having a website to encourage member engagement. A little extra TLC is needed. Specifically:

  • An interactive design – Your website should be easily searchable with clean lines of information. And with more and more people accessing the Internet via tablets and mobile devices, it’s best to utilize responsive templates.
  • Fresh content – The primary goal for any membership website is to get members to the site and keep them coming back for more. This means offering fresh, up-to-date content that your members will find valuable. (Think blog posts, image galleries, etc.) 

Social Communities

Social communities are a great way to encourage online member engagement. That being said, there are a few tricks to getting your social community up and running:

  • Select engagement ambassadors  Select a few people from within your organization to act as Engagement Ambassadors. These individuals should post several times per day within your social community and seed various questions to get members talking.
  • Create areas for your members to go – If you want members to engage with your social community, you need to provide them with different areas of content that’ll pique their interest. These can be special interest groups, dedicated forums, private committee sections, etc. 

Social Media

Ah, yes. Social media. A no-brainer when it comes to generating online member engagement. But in order to be successful, a few best practices are recommended:

  • 80/20 rule – To keep members engaged, it’s best to maintain an 80/20 split of posts (80 percent information sharing, 20 percent promotion). If you focus too much on yourself, members will begin to tune you out. 
  • Designate an admin – In order to effectively engage members, it’s best to dedicate at least one person to check in often. This will ensure that messages are returned and conversations remain fluid. 

Emails 

If done right, email marketing can be your secret weapon to online member engagement. But in order for your emails to be effective, you need to:

  • Create a compelling subject line – No matter what type of emails you’re sending out, your content is worthless if your emails aren’t getting opened. That’s why subject lines are so important. When creating subject lines, keep them relevant, interesting, and accurate without being too over the top.
  • Get to the point  No matter how great your email copy is, if it’s too long, no one will read it. Keep your email copy short with the most important information at the top.

Want more tips for engaging your organization’s members? Download our free member engagement guide below!

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Topics: association management, member engagement, Association Views

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