Social Media Profiles
In addition to
traditional media standards, these days we have the added responsibility of
involving the audience. Whether your media is a blog, newsletter,
or a live presentation, you need to find ways to have a conversation with your
By Jeff Korhan
My informal survey of
audiences at recent speaking engagements assures me that while bloggers are
still in the minority, nearly every individual — and
most organizations — have a presence on LinkedIn. Media is
media, so this is a good place to initiate conversations with your members and
Your association’s LinkedIn profile may be professionally prepared and current
— but is it conversational? The Summary section, in particular, should be more
about the audience than your organization, and is what we like to call "outward
facing. ”Use it to welcome visitors — especially those who align with your ideal member,
reader, or advertiser persona.
content, events, and credentials are relevant, but you will create more
opportunities by personally acknowledging your audience with the intent of
initiating conversations. No matter how hard you try, you cannot have a conversation
with an organization. Therefore, if you expect to have
meaningful conversations with the communities you serve, someone representing
the voice of your association must be personally accessible.
are Always Personal
If you grew up with
network television, when you hear the word media, some form of regularly
scheduled programming probably comes to mind. There is nothing wrong with your
media being predictably programmed. In fact, it is highly recommended that is
to meet the expectations of your audience.
Jeff Korhan, MBA, author of "Built-In
Social: Essential Social Marketing Practices for Every Small Business” helps mainstream businesses adapt their traditional growth
practices to a digital world.
Contrary to its name, an e-newsletter should be more
than news nowadays. You need to have an editorial calendar and
publish regularly, but also seek to develop a conversational rhythm and flow
with it. One way of doing this is sharing conversations from one of your association’s
media channels to another.
For example, real stories from Facebook are the seeds of conversations for
reliably engaging and growing an audience on your other channels. Even big brands are rethinking
their marketing media to make emotional connections that spark conversations.
It’s why the most successful commercials from the Super Bowl are not so much
advertising as they are memorable stories that get talked about.
Start a conversation. Use your association’s media to give your audience
something to talk about. And don't worry — readers will remember your organization and what it
does well, too.