Nearly 75 percent of adults that log on to the Internet use a social networking site and 42 percent of these users engage in multiple social media platforms, according to a new survey from the Pew Research Center’s Internet & American Life Project. People are spending an average of two to three hours on social networking sites per day. This means, if you’re not promoting your election on social media, you’re missing out.
But before you start trumpeting the news of your upcoming election on Facebook, Twitter, LinkedIn and Instagram, it’s imperative to have a strategy.
1. Why promote your election on social media?
- Go to your members. Many of your members are using social media sites and you should be engaging with them in that space.
- Give information, get feedback. Remember that social media is a two way street. The goal is to engage your members — give them an opportunity to ask questions before, during and after elections and share news about your organization. Ask questions and utilize the information you get in return. Social media feedback is a great way to improve future elections.
- Build trust. Show your members that your organization understands them and operates in their world. Each social channel is an opportunity to share information about your programs and services, but also about your organization, elections and the people that make the magic happen.
2. When you’ve selected the social space(s) in which your organization will participate, how do you promote your elections and keep members engaged?
- Create community. Regardless of your industry, your organization and its members form a community. Extend the feeling of that community into social media by making connections, sharing resources and answering questions. Remember, social media is a conversation, not just one person shouting over everyone else.
- Create compelling content. Photos of your credit union’s staff volunteering at a local nonprofit organization before donating a big check, infographics documenting the promising research statistics of your scientific association, tips from your electric cooperative about how members can conserve energy – all examples of useful, shareable content. Consistent and memorable communications throughout the year, and not just at election time, are key.
- Choose carefully. You don’t necessarily need to be on all social networks. Find out where your members are and concentrate on those social spaces. Facebook, Twitter and LinkedIn have the highest social media audience numbers. If you’ve got lots of creative visual content to share, Instagram is a good bet.
To learn more about how to increase participation with social media, new technology and creative tactics, join us for a FREE webinar.