What happens in Vegas, stays on YouTube …
Social media isn’t going anywhere. In fact, its impact is growing exponentially. ASAE Tech 2016 started off on a high note this year with opening keynote speaker, Erik Qualman and his session, “Digital Leaders Are Made, Not Born.” Millennials currently make up one-third of today’s workforce, but believe it or not, they’re not the only one’s driving the Digital Revolution; Matures are actually the fastest growing demographic on Twitter!
Being digitally savvy isn’t something you’re born with. It’s a skill that needs to be fostered, practiced, and perfected over time. During his presentation, Qualman encouraged associations to aim to be “flawsome,” and learn from their mistakes, with an important caveat: Fail fast, fail forward, and fail better. If you can’t draw meaningful conclusions from the data your Social Media posts are giving you, you’ll never learn from them.
The Digital Revolution isn’t coming – it’s already here. Qualman does acknowledge social media shouldn’t replace face-to-face interactions, it should augment them. The art of becoming a Digital Leader is mastering the balance between in-person interactions and your social media efforts.
This balance is Socialnomics – a term Qualman coined, and he annually updates a YouTube video with new statistics about the state of the Digital World. Got two minutes? Check out the 2017 #Socialnomics video for a fast-paced look at the current climate and what trends are coming.
There are five habits successful digital leaders use to make an impact for their organization. Qualman suggests trying to “go deep” on least two as quickly as possible and do them well – after all, no one can excel at every single thing.
Here are the 5 Habits of Successful Digital Leaders
(The easy-to-remember acronym is STAMP):
Goldfish have an attention span of eight seconds. Humans now have an attention span of seven seconds! Keep your social media messages simple, engaging, and meaningful. Hook members with relevant content fast at the beginning of your message. If you have a long point to make, break it down into small, easily consumable chunks.
If you build it, they will come. Think about what you want your “Digital Stamp” for your association to be in 20, 50, or 100 years from now. Put those messages out there in your social media, and live up to the expectations you’ve set out for your organization. A recent study reveals your association’s code of ethics is one of the most important and engaging pieces of information for members across generations.
Be active on your social media outlets, but don’t just post something because your “Social Media Calendar” says you should every Monday. If you’ve created a social media plan and start to see increased member engagement, analyze the data to see how social played a role. There’s plenty of technology out there to help you track your “click-throughs,” number of views and likes, and how long someone watched a video, for example. Use UTM codes to see what your most successful social source is for driving traffic to your association’s website and content.
You create a Journey Map every year for your member engagement strategy, and you should be doing the same for your social media plan. Know where you want to go, but be flexible on how you get there. Adjust and re-scale your social efforts as you see certain channels being more effective than others. Just keep going and don’t give up!
One of the most brilliant elements of social media is the ability to “share” content. Don’t just post your own stuff, highlight others. If you see a peer organization publish something you found interesting, share it and give credit where credit is due. You’ve heard the phrase “pay it forward,” right? Qualman encourages associations to “post it forward.” It makes others feel good, and you’ll probably see them share the love. Put good karma into the social universe, and you’ll get it back tenfold!
Social media is just one way you can engage with your members. If you’re looking to engage with members in meaningful ways all year ‘round, sign up for our free 2017 Association Success Kit! We’ll send you a desk calendar with important dates to remember throughout the year and monthly tips and tricks to help you drive acquisition, retention, and revenue. You’ll also get digital downloads of our Member Engagement Study and an Onboarding for Success Checklist.
Cheers to a prosperous 2017! #HappyNewYear #NewYear,NewYou #EnoughHashTags #LOL