Social media refers to electronic communication where users create online communities to share information, ideas, messages, and videos. Common social media platforms discussed in the document include blogs, Twitter, Facebook, LinkedIn, YouTube, Pinterest, Flickr, Google+, StumbleUpon, Paper.li, and SlideShare. Each platform has typical audiences, pros, and cons for professional associations to consider when determining the best ways to engage members and share messages online.

1. Social Media:
forms of electronic communication through which users create
online communities to share information, ideas, personal
messages, and other content (as videos)
YouTube Source: http://www.youtube.com/watch?v=0eUeL3n7fDs

2. Is it right:
1. Things to think about
• Competitors
• Risks
• Time
2. Match the medium
with the message
3. Explore the aspects
of every medium

3. Blogs:
a discussion or informational site published on the web and
consisting of posts typically displayed in reverse chronological
order
Typical Audience
• B2B or B2C
• Web savvy, news hungry
• Ages vary
Pros
• Vehicle for the association
• Low cost
• Searchable
Cons
• Maintenance
• Messaging – all see same message

4. Twitter:
popular instant messaging system that lets a person send brief
text messages up to 140 characters in length to a list of
followers
Typical Audience
• B2B or B2C
• Web savvy, news hungry
• Age tends to be younger
• Reporters are on
Pros
• Vehicle for the association
• Low cost
• Searchable
Cons
• Maintenance
• Messaging – all see same message

5. Facebook:
a popular free social networking website that allows registered
users to create profiles, upload photos and video, send
messages and keep in touch with friends, family and colleagues
Typical Audience
• B2C
• Web savvy
• Age tends to be younger
• More women
Pros
• Vehicle for the association
• Low cost
• Create a community
• Feedback on ideas, programs, etc.
• Engage members
Cons
• Maintenance

6. LinkedIn:
a social networking website geared towards companies and
industry professionals looking to make new business contacts or
keep in touch with previous co-workers, affiliates, and clients
Typical Audience
• B2B
• Higher income, higher educated
• Ages vary
Pros
• Vehicle for the association
• Low cost
• Recruiting tool
Cons
• Maintenance

7. YouTube:
The largest video sharing site on the Web. YouTube lets anyone
upload short videos for private or public viewing.
Typical Audience
• B2B or B2C
• Web savvy
• Ages vary
Pros
• Vehicle for the association
• Easily accessed – most phones, cameras can do video
• Doesn’t have to be maintained – can do for campaign
or to accent outreach
• Often shared on other vehicles
Cons
• Some video skills needed

8. Other:
1. Pintrest
2. Flickr
3. Google +
4. Stumble Upon
5. Paper.li
6. SlideShare
7. …. and even more

9. Benchmark: