How can membership organizations leverage social media to engage members online

1. How Membership
Organizations Can Maximize
Social Media
Association of College Honor Societies,
Annual Council Meeting
February 2013
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

2. What is Social Media?
Social media refers to the means of
interactions among people in which they create,
share, and exchange information and ideas in
virtual communities and networks
Examples: Facebook, Twitter, LinkedIn
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

3. Why Social Media?
Reasons why people use social media:
• Stay connected with friends and family 66%
• Reconnect with long-lost friends or family 50%
• Want to connect with others around a shared hobby or interest 14%
• Meet new friends 9%
www.strategicpeacock.com / @marisacp51 / #ACHS13
Source: Pew Internet & American Life Project, Why Americans use social media, November 2011
Friday, July 19, 13

4. Who Uses Social Media?
Facebook Twitter Pinterest Instagram
% of internet
users 67% 16% 15% 13%
Average Age,
Demographic
18-29
Women
18-26
urban residents,
African-Americans
under 50
women
college-educated
18-29
African-Americans,
Latinos, women
urban residents
Source: Pew Internet & American Life Project, The Demographics of Social Media Users — 2012, February 2013
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

5. Memberships & Social Media
57% of associations are involved in at least one
form of social media
Of the associations using social media, many indicated that social media has
been crucial in getting an association’s name and message out there, and
additionally, the use of these forms of real-time service and communication has
helped to reinforce an image of the association being active, receptive and
responsive to its members.
Source: Customer Think, Associations Increasing Use of Social Media for Member Service and Communication, July 2012
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

6. Why Associations Should
Use Social Media
• It’s an extension of your website
• Tool for 2-way communication
• Channel to deliver information directly to followers
• Share & curate content
• Promote philosophy, mission and values
• Drive web traffic
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

7. How You Can Get Started
• Find your audience. Ask your members what social sites they use
• Leverage a closed LinkedIn group to supplement for everything that
your association does at your in-person events
• Repackage subscription content for outside messaging to
showcase your leadership within your industry and encourage others
to join
• Promote your events on social media
• Promote social media engagement during association events
• Start a conversation
www.strategicpeacock.com / @marisacp51 / #ACHS13
Friday, July 19, 13

8. Thanks!
www.strategicpeacock.com
@marisacp51
#ACHS13
Friday, July 19, 13