Associations and Social Media: Getting Started

Sarah StewartAustralian College of Midwives

2013

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Questions to think about

• Why associations should have a social media presence?

• What should go into a social media policy?• How can social media be used effectively, yet

professionally?• What tools best suit associations?

Why associations should have a social media presence?

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Social media Revolution 2013

•http://www.youtube.com/watch?v=QUCfFcchw1w

• Australians spend 26 minutes, 27 seconds on Facebook each day

• 53% of active adult social networkers follow a brand

• Companies that blog have 55% more website visitors

• 35% of consumer comments on Facebook Pages are compliments

• 9/10 mobile searches lead to action – over half lead to purchase

• 40 % of accounts and 8% of messages on social media sites are spam

http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/

• Social media users who receive excellent customer service from brands spend on average 21% more than non-social customers

• 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites

• 94% of corporates use social media and 85% say it’s given their business more exposure

• 74% of brand marketers saw an increase in website traffic after investing just 6 hours per week on social media

• 83% of people who complained on Twitter loved the response from those companies that did make the effort

http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/

People do things differently these days

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People engage with what interests them, rather than what they are told to do

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In other words, associations have to go to where the people are, rather than the other way around

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People do not commit to a cause for a lifetime these days

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Huge competition for people’s time, commitment, and money

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People want value for their time, commitment and money

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People want to be part of the conversation

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Connect at a personal level

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Value honesty

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Social media allows associations to be transparent in thoughts and processes

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Show the human side of their organisation,

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Provide immediate connection

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Facilitate communication and collaboration

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Share information and resources

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Keep people up to date

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Call to action

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Gain feedback

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What should go into a social media policy?

• First of all, do a SWOT analysis…• How do members communicate and engage

with you at the moment? What do your members want?

• How do you engage with the greater community?

• What works well now?..What needs to change? Where are the gaps?

What needs to change in your association for social media to be able to work?

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• How are you going to resource your social media presence?

• Who is going to be responsible?• How are you going to manage passwords?• Copyright license for the information you share• How do you deal with negative feedback? • Who is going to moderate? How will you

moderate?• What professional standards do you need to

follow?• How will you encourage staff to use social

media, both at work and at home?

How can social media be used effectively, yet professionally?

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Be consistent about your brand

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Very timely responses

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Respond to negative as well as positive feedback

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Leverage what is already happening in the community

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Takes time to develop an online network and/or community around your organisation

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You get out what you put in

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What tools best suit associations?

• Where are your members? What technologies are they using?

• What is their internet connections like? • How mobile are they?• What are their digital literacy skills?

Facebook

http://www.facebook.com/Australian.College.of.Midwives

Blog

http://sarah-stewart.blogspot.com.au/2013/03/tips-for-student-midwives-on-how-to-use.html

Youtube

http://www.youtube.com/user/sarahmstewart?feature=mhee

Twitter

Wiki/Google Docs

http://vidm.wikispaces.com

Slideshare

http://www.slideshare.net/sarahs/presentations

Remember: it’s not about the technology but how

you use it!

Resources • Associations and social media:

http://www.slideshare.net/sarahs/associations-and-social-media

• Sarah Stewart: http://sarah-stewart.blogspot.com• www.mashable.com• Beth Kanter: http://www.bethkanter.org • Nancy White: http://www.fullcirc.com • The Thank You Economy: Gary Vaynerchuk• Effective Uses Of Social Media In Associations:

http://www.slideshare.net/bkmcae/effective-uses-of-social-media-in-associations