We’ll be the first to admit, engaging with people online is tough - and that applies to your members as well. You know they’re interested in your association - they joined! - but they’re just not engaging with you online - on social media, in your online social community, in forums, etc.
Where’s the disconnect?
Well, it can be hard to pinpoint exactly, but one factor that could have a major impact on your online member engagement is passion.
Your members are passionate about something, and chances are, that something overlaps with your association. Maybe it's the industry they work in or the people they serve. Regardless, if you can identify what that “passion point” is, you can then use it to engage with your members online. (Passion leads to interest and interest leads to engagement.)
Take the example of one’s job. Let’s say your members are passionate about what they do for a living. Maybe you work for a nursing association and the overwhelming majority of your members are nurses. Well, chances are, they take pride in their job - and for good reason! They save lives for a living! Use those emotions - passion and pride - to engage your members online. Create content about what it means to be a nurse. Can you imagine how compelling (and engaging) a video about a day in the life of a nurse could be? Or, the impact nurses have on other people every single day? Facebook shares would likely skyrocket!
But don’t assume passion automatically has to mean serious. Passion can be tapped into via humor as well. Here’s an example: Let’s say you work for an agriculture association and many of your members are farmers. Well that’s a very unique job with a very unique set of tasks/challenges. Could you tap into those tasks/challenges in a very humorous way to engage your farming members? Below is an example of a meme that does just that.
Now for non-farmers, this may seem a little corny (no pun intended). But for those who work in the industry, this hits home - and that’s what matters when it comes to engaging those folks online.
Going off the farming example, you could even create a blog post (or a series of blog posts) titled, “You Might Be a Farmer If…” (substitute farmer with whatever profession your association represents). With something like that, you’re tapping into the emotional side of people - the passion, the pride, the frustrations, etc. - and that’s what’s really going to resonate with your members, and even prospects, for that matter.
Tip: You could even encourage your members to participate in the conversation by creating/utilizing a specific hashtag. For example, #farmerlife. Can you imagine the funny memes and images people might share? By doing that, you’re creating and fostering a community - and that’s what associations are all about.
Have you tapped into “passion points” at your association? If so, we’d love to hear how in the comments below!
And for more tips on engaging your members online, check out our free member engagement guide below!