Can Social Media Drive Association Revenue?
Yes, but not as a stand alone strategy. Listening, engagement and connection to an Association’s overall strategy is what matters most says Digital Media Expert Jason Langsner. An established web communications professional, he’s accelerated engagement and more than multiplied online communities at B’nai Brith, Georgetown University Alumni Club of Metropolitan Washington, D.C. and TechAmerica.
For Associations determined to engage members, improve retention and grow membership online, social media is not as impactful as a stand alone tool. How can CEO’s get ROI? By incorporating social media within an Association’s overall engagement strategy, and incorporating business objectives.
Effective social media begins with listening. First make sure Associations understand their members. In many ways Associations apply the same principles they utilize in offline world as they do in the online world.
The key is assure you are having a conversation with members:
- Identify where members are online
- Bring content to them, engage them and seek feedback
- Benchmark your Association online compared to competitors
Associations can engage and grow their communities online by sharing content with members. Utilizing this approach B’nai Brith grew it’s Facebook fan base from 300 to 10,000. Langsner suggests basics including:
- Facebook. Like members and prospects, this encourages to do the same and grow your fan following.
- Twitter. Follow members, prospects and sponsors. This encourages to in turn follow your Association on Twitter.
Can Social Media Drive Association Revenue?
Langsner encourages Online Managers to always be mindful of competitors and to make sure your Association stays ahead of the game with high quality content and engagement.
At a time when Associations must engage their members, social media is a powerful tool. However a key question remains; can Social Media Drive Revenue? According to Langsner, B’nai Brith’s online revenues have increased six fold in the last six months.
Free eBook “Accelerating Strategic Member Engagement” is available for all Association Executives at www.potomaccore.com,www.icimo.com, and www.verticalleapconsulting.com.
