09/08/2021

Your Association Could be Overlooking the Power of Social Media

For many associations, it comes down to a matter of resources

There's no question that social media has the power to connect people, share vital information and spark transformational thinking. It's impactful, it is immediate and in its most basic form, social media is very easy to use. You snap a pic, write a caption and click share.

So, with such a low barrier to entry and such high potential for reach, why do so many associations undervalue and underuse social media? In a survey of nearly 500 North American trade associations senior leaders, professional societies and association management companies, Association Adviser's 2021 Association Communications Benchmarking Report found that less than two in five respondents strongly agree that social media is a high priority, and only one in five strongly believe their social media strategy is well-defined.

For many associations, it comes down to a matter of resources. Staffs are small and stretched to their limits attending to revenue-linked initiatives like membership growth, annual conferences and credentialing courses. And in some associations where the membership and association workforce are aging, there can be a reluctance to adapt to new communications strategies.

Please select this link to read the complete article from Associations Now.