Like it or not, we live in a 24/7 world.
Unfortunately, association are staffed (laws, job descriptions, culture) for a 40-hour world.
Our typical members are 24/7.
They experience 24/7 engagement/connection with most of their life: whether ordering a book from Amazon, purchasing a computer from Dell or ordering concert tickets.
How do associations staff for 24/7 monitoring and engagement with its members?
Hubspot recently posted “some current data about the state of the internet marketing world that are both helpful, and frankly kind of shocking.”
- On average, companies respond to only 30% of social media fans' feedback. (Source: Factbrowser) Engagement is rare. Stand out from your competition by caring and engaging with your social media community. Tweet This Stat!
What about your association?
Are you monitoring key social media sites (Facebook, LinkedIn, Twitter, Pinterest, etc.) to follow what is being said about your association and/or your profession or industry?
If you want specific details, see my 6/19 post Monitoring What is Being Said about Your Association.
This graphic tells your story:
As noted in my 6/19 post, Colleen Dilenschneider's 4 Critical Reasons Why Nonprofit Organizations Must Not Go Dark on Social Media on Weekends showcased the core issue for associations and nonprofits:
A key stat: if you only staff social media 8 hours a day 5 days a week, you are “off line” 76% of each and every week. Hum, let me repeat that again: our “typical” 40-hour-a work week represents only three-fourths of the available hours in a week.
- No amount of advertising can make up for a lack of social and earned media.
- Weekends may be a particularly important time for your audience to connect and engage.
- “Going dark” makes your organization passive on social media and leaves a gaping hole in reputation management.
- Posting over the weekend allows you to remain top-of-mind as a weekend destination (if you are a visitor-serving organization).