For those of you who missed my webinar last week with Higher Logic, here are some highlights:
- Before you implement a cross-channel distribution plan, ask yourself a few questions:
- Which platforms? Most professionals gravitate to Linkedin but executives are increasingly embracing Twitter.
- Which groups? Do some research and find where you members and prospective members are spending time and figure out what content you could add that would make sense.
- How often do you have something to say? There’s plenty of useless blather out there already. This needs to be relevant, useful and timely, not just more noise.
- Who’s going to do it? All associations are strapped for resources so figure out how you’re going to get it done. If it’s everyone’s job, it’s no one’s job.
- What are you trying to make happen? Doing it because everyone else is has always been a bad idea. Remember high school? You need a clear set of desired outcomes before you start.
- How will you know if it’s working? What are you measuring and what would define success? Do you need direct monetization? If so and you find it, please let me and everyone else in the association community know. Will you be happy with indirect revenues of increased engagement and member satisfaction? Do you have a path for converting participants to product sales or renewals?
Cross-channel distribution will improve your metrics in sheer volume and your chances of reaching your desired outcomes. But, in a more resource-sensitive way, it will prevent over-taxing staff. In other words, you will not let your social media efforts overwhelm you and the organization.
For the audio of the Webinar, go to http://support.higherlogic.com/p75194069/. If you would like a copy of the power point slides, send me an email at rrolfes@imaginepub.com.
