The stats are out! Kellen, a global association management and communications company, recently released it’s third annual Social Media Impact Study, which uncovers the use of social media by associations.
After surveying 439 organizations in the U.S. and Europe, Kellen found that, overall, organizations are becoming not only smarter in their use of social media, but braver. They’re sharing more video content, leveraging Twitter to engage with opinion leaders, experimenting with crowd sourcing and more.
Other key takeaways from the survey include:
- 29 percent of associations are using Instagram (up from 19 percent in 2014).
- 73 percent of associations are using YouTube (up from 67 percent in 2014).
- Nearly a quarter (21 percent) of associations are using Pinterest.
- 24 percent of associations dedicate more than 10 hours per week to social media.
- 94 percent of associations use social media to engage with their members/visitors and 59 percent of associations use social media to recruit new members.
- 62 percent of associations measure the impact of their social media efforts (up from 58 percent in 2014).
So what does all this mean? It means that social media isn’t going anywhere – it’s actually expanding – and it might be time for your association to adopt a formal social media strategy. With so many organizations experimenting with different platforms – Instagram, Pinterest, YouTube, etc. – you can’t afford to be MIA. After all, it’s how these organizations are recruiting and engaging their members.
If you need help engaging your members via social media or other tactics, check out our free member engagement guide below!
And for more insights on the use of social media by associations, download the complete 2015 Social Media Impact Study here.