The biggest mistake associations (and other publishers) make in their social media efforts is jumping out into the worlds of Facebook, Twitter, and other social sites without a plan. Let's face it: 5,000 followers doesn't mean a thing if you don't have a plan—a path down which these followers can follow you.
Here's some advice from a presentation I heard recently at the Michigan Society of Association Executives' ORGPROG conference made by Corey Perlman, president of eBoot Camp—the five "Ps” of a solid social media strategy:
1. Start with a plan.
2. Have a process behind you.
3. Use performance metrics.
4. Don't sell—simply promote.
5. Phish where the phish are.
A great way to build fans and followers, says Perlman, is to focus on a "soft promote.” For example, if you are a restaurant, you don't sell food on your Facebook page. Rather, you offer specific specials to patrons that are only available on Facebook for your fans. If you're a doctor, you don't sell appointments—you offer free advice and build your credibility. If you're a mechanic, you don't sell brakes, you offer free estimates. You get the picture.
So, if you're an association publisher? You promote content—upcoming or already available. You point members to a particularly insightful blog. You do an interview with a speaker who will be addressing members at your next conference. All these say: "Pay attention. We've got some good stuff going on here, and you need to be a part of it.”
Do you also offer advertising discounts available only to your fans and followers with a time limit attached: "Any advertising insertion orders received in the next 48 hours will receive 20% off the regular rate—or the earned rate, if the advertise is on contract.” Who knows what can of worms that might open—or, what on-the-edge deals that might close. Think it through. Give it a try. The innate nature of social media allows us to have fun, be creative, and even a little silly, says Perlman.
Facebook is the second largest website in the world (behind Google). It's huge and the pages are free. Recent studies show people are spending more time on Facebook than Google. Wow.
Bottom line: Your association can't afford not to have a presence—but first, you need a plan.
