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The Podcast Blog


The Urgency of Social Media

Using social media successfully and effectively is imperative to grow an organisation. The prospect of doing so is, however, a daunting one. It is difficult to know what platforms to use, how to create the best content, how much money to budget, how much content to share etc. So, what is the best way to use social media? What techniques should be used to maximise recruitment, advocacy and revenue?

Associations, on the whole, can be seen to be on the back foot when it comes to technological innovation and utilising the opportunities presented by social media platforms. Social media isn’t just for design companies or technology start-ups – it is now, arguably, the most effective marketing tool there is. This doesn’t mean, however, that all platforms suit all organisations, or you can post everything and anything and certainly doesn’t mean that you adopt a scattergun approach to posting. 

Here are 3 top tips to adopt to ensure your organisation is using social media to its full potential!

  1. Know your membership base and do your market research. By membership base, I mean both current, past and future members. We know you know your membership but like with any marketing strategy you need to do your research. Where are they most present? What platforms are they actively using? Do some analysis and through this analysis you’ll be able to focus your attention and resources in the right place.

  2. Content, content, content! Social media is a chance to showcase snippets of what your organisation has been doing. It is an advert to the bigger content (white papers, articles, events etc.). This means you need to keep your posts short and sweet but eye-catching. The content needs to be succinct but exciting. It is all about click-through. This buzzword “click-through” means the amount that people click onto the post to find out more. The more attention-grabbing the post – whether it be through the words you use or the graphics – the more click-through.
  3. Be present but strategic. Social media is a full-time job, that’s why large organisations have departments dedicated to utilising its potential. All social platforms use algorithms to determine what content shows where on the timeline. Once you understand how that works you can put a strategy together to know what to post when. Again, do a little bit of research and you’ll soon be using the platforms like a pro.

    These are only a few tips to get started with your social media journey. There is an abundance of resources on the internet of how to succeed when using this tool. Like with any new venture, research is key.  

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