(Original text published on the AENC blog)
A word on Associations – Nurses, Accountants, Bankers, Florists…Whoever. You may think your Association needs a stronger online presence, but are confused as to what that exactly means. And you see its potential.
The number of ways you can communicate with your audience can be overwhelming. And there are a few fundamentals to understand before moving forward.
“Liking” you is not enough
“If you build it, they will come” only worked in the movie. Just setting up a Twitter account or Facebook group page as standalone presences is a regressive strategy. If your association isn’t communicating its key messages, you won’t generate a following. Worse, owning these profiles with no activity or followers just looks bad and delivers the wrong message as well.
Actively communicate your messages
The first mistake in messaging is trying to tell everything, to everyone, all the time. As an association, you know who your members are, and you know how your work benefits people on a broad scale. But like any marketing strategy, it’s critical to identify specific audiences, but also deliver specific messages on how your work is directly relevant to their needs.
Identify your target goals and encourage participation
Establish a timeline around key dates and planned announcements. This may also include locally planned events. By using your online platforms to deliver your messages, you can encourage participation through “retweets” and other forms of sharing. By inviting members to be part of the process, your are both now the stewards of your organization’s brand and mission.
Any successful online strategy is about building a presence that doesn’t just give you your “15 minutes.” Crafted carefully, it will help you earn a deep, living leadership role in today’s marketplace.