What's the Right Social Media Mix for Your Association?

Social Media Mix for Associations

It only takes two things to drive a successful social media campaign: effective strategy and the dedication to see it through. Whether you’re revamping an existing social media presence or creating a new presence from scratch, getting the right mix of channel, tone, frequency and content type to match your audience is key.

How you achieve that is with a strategy that guides your actions and aligns your social media efforts to your marketing and communications efforts. We looked at some of the most common questions we get from associations about social media and put together a framework for building a successful strategy.


Start with strategy: Ask yourself the right questions. As social media is a tool to supplementnot replace your marketing/communications efforts, everything you do with social media should support your overall strategy. To get started, consider the following:

  1. Identify your objectives. What do you want to accomplish with a social media presence? Do you want to drive membership/leads, promote your advocacy/work, inform/engage your audience or some mix thereof? What other business objectives can a social media presence help you achieve?
  2. Define your target audience. Your members look to you for leadership in your field and are a part of your organization for the value you provide them. What are their interests? What are their concerns? What value can you provide them over social media? Are you looking to engage existing members or target potential members? 
  3. Choose which platforms to join. What social media platforms are your members on? Do the demographics of the platform match your membership and/or your target audience? Do you have tools to automate posting across multiple platforms? What types of content do the platforms support?
  4. Consider when your members use social media. When are they most active? Which times of day? What days of the week? Around what circumstances/behaviors/events do they use social media? How often do they want to hear from you?
  5. Evaluate your content. What will your audience find valuable? Thought leadership? Curated posts? Information about your association’s events or advocacy? What is your brand’s voice and tone? What types of content support your objectives? Do the platforms match your content, and does your content match your audience?

Creating, building and maintaining a social media presence takes real time and effort and should be guided by a thoughtful strategy to make it a worthwhile component of your marketing mix. Having an understanding of your objectives, your audience and the differences between platforms will reinforce your efforts to drive conversation and deliver value to your members. If you’re ready to take the next step in enhancing your marketing efforts and engaging your audience, drop us a line.

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