I was asked to present on social media to a group of small staff associations this week. They wanted to know what their staff of (1-5 people) can do with social media to maximize their efforts and small amounts of time.
My first point is really a side note. It needs to be said because more than one organization did not have a web site.
First- Have a positive web presence. If you aren’t able to design a website in-house, find an established firm that is able to create one and update it for you. If your website is out of date and hard to navigate, who is going to want to join your organization? If you don’t have a website, how are they going to figure out who to contact?
Second – Go where your members are. How do you know where they are at? Ask them! Think of all the prospect research you do to gain little insights so they make that donation, apply that concept to social media. If you are trying to target a younger population, go where that population is. Do searches on facebook, twitter, etc for key terms and for your competition to find people that may be interested in your membership.
Third – You have to fit into your member’s lives and send the appropriate amount of information.
...people lead cross-channel lives. I've done a fair bit of work in financial services, and one of the recurrent themes in my customer research is that people channel-hop — they receive monthly statements in the mail, they call a call center to get certain kinds of information or ask a support question, they go online to research more deeply and to engage in certain transactions, and they go to branch offices for yet other types of transactions.
The problem is that each of these channels is developed in isolation, with little regard to what other channels are doing. So every channel tries to do as much as possible, acting as if those other channels don't exist. I've worked with financial services firms that send 20-page monthly statements that no one reads. That's not what people want from the monthly statement — they want a summary and a sense of progress. If people want more detail, they're happy to go to the channel that delivers that best — online. Quote Credits: http://bit.ly/TabOw
It goes back to knowing your membership. Not just the stereotypical or vocal member, but all personalities of your membership. By understanding your membership, you are able to place your resources in the correct areas and not duplicate your efforts; in return maximizing your time.
By being on different mediums throughout the day I am able to respond to members quicker and in a more positive manner than email. Plus, I get to know them in a different light which makes connecting and creating that emotion connection to our association easier. In the end, they are happy and I am happy because it saves me time.