Mobilize And Engage The Next Generation Of Members Through Social Media
Social media is becoming an even more integral part of everyday life. For your association to remain relevant in this digital age, you need to reach, mobilize and engage your next generation of members on social media.
There are a few things your association needs to know about social media in 2014:
72% of people using the internet are active on social media
89% of 18-29 year olds are using social media (think: Gen Z and Gen Y)
71% of social media users access it through a mobile device
Social media is becoming an even more integral part of everyday life. For your association to remain relevant in this digital age, you need to reach, mobilize and engage your next generation of members on social media.
MOBILIZE
Social media sites are already bringing people together and driving action during natural disasters, search and rescues efforts, even flash mobs. Social media is an effective way to quickly share information that motivates people to action. That action could be as simple as attending your conference or responding to a survey. That action could mean rallying membership around a cause and spreading the word about your involvement in it.
Trade unions have been using Facebook to mobilize their members for years. Issues pop up quickly that need member attention, especially when it comes time for signing petitions and staging protests. Facebook posts, especially those shared by others, reach people faster than a postcard and often even a phone call or email.
Facebook is also a great place to share photos and updates as events are happening. Social media apps make sites like Facebook mobile and convenient for your members. Sharing updates on social media allows you to drive action at events and keep those not attending current on what’s happening.
ENGAGE
Fact: lack of engagement is one of the top three reasons members don’t renew their membership with an association. Your association needs member engagement to survive, and you aren’t going to get it from the next generation if you’re not engaging them on their platforms: on social media.
Twitter is a great place to get organic buzz going about your events and your association member perks, but it requires that you’re active there. Twitter is a platform where information moves very quickly, and people tend to share often. If your association is on Twitter, make sure you’re tweeting regularly, and not just to push your events; keep it conversational.
Keep up with your membership by following them on Twitter. You want them to see what the association is up to, and guess what, Gen Y wants the association to care about what they’re up to too. Keep a running Twitter list of your members, make it public so your members can subscribe to it and keep in touch with each other better too. Check in to see what members are tweeting about, and jump into the conversations or start your own.
Use social media to drive real-world action. Make your young members feel like the integral part of the association conversation they are and encourage the to act. Be available, give them a voice and listen to them on social media. The next generations are already talking to friends, family and professional networks on social media, your association needs to talk to them there too.