This document outlines 10 best practices for association social media. It recommends that organizations 1) meet members where they are online through surveys and audits, 2) recognize that younger generations are most active but all ages use social media, and 3) educate members on using social media for their profession. It also suggests 4) having a balanced social media strategy focused on both marketing and engagement, 5) using analytics to guide goals, 6) integrating social media strategically, 7) encouraging members to share content, 8) focusing efforts on top relevant channels, 9) staying aware of emerging platforms, and 10) dedicating proper resources for effective social media management.

1. 10 Best Practices for Association
Social Media
Maggie McGary
@maggielmcg

2. Best Practice #1
Meet Your Members Where They Are
• Survey—but with a caveat
• Discovery & audits
• Reports

3. Best Practice #2
Not Just Younger Generation—But a
Must-Have for Younger Generation
• 67% of all Internet users use social networking
sites
• 83% of users 18-29
• 77% of users 30-49
• 52% of users 50-64
(source: Pew Research Project, The Demographics of Social Media Users 2012)

4. Best Practice #3
If Your Member Aren’t There, Don’t
Give Up—Educate
• Be a resource for members on how to use
social media in the context of their profession
• Provide training and resources
• Promote org’s social media sites everywhere

5. Best Practice #4
Don’t Be Anti-Social
• Not just a marketing channel
• 80/20 content mix
• Content curation

6. Best Practice #5
Be Data Driven
• Analytics
• Tie to business goals
• Evaluate and adjust

7. Best Practice #6
Don’t Silo Social Media
• Focus on user experience, not internal silos
• Integrate social media into larger strategies—
marketing, communication, membership

8. Best Practice #7
Encourage Members to Share Your
Content
• Sharing widgets on website, online
publications and email
• Cross promote content across print & online
channels
• Promote conference hashtags on EVERY
communication

9. Best Practice #8
Don’t Worry About Being Everywhere
• Evaluate which channels make sense for your
membership
• Be good at few instead of ineffective at many
• Be realistic about resources

10. Best Practice #9
Keep Your Eye on the Ball
• Public social media sites change constantly
• Keep an eye on emerging channels
• Times change; make sure your strategy and
tactics don’t stay static

11. Best Practice #10
Social Media Won’t Do Itself
• No resources=no results
• Would you have an intern as the public face of
your organization?
• What to look for in a social media manager
candidate

12. Bonus:
Don’t Worry So Much!
• Don’t be afraid to experiment
• Don’t worry so much about control
• Know where to turn for advice

13. Thank You!