Before your association starts a social media account on every existing medium, you need to know what you’re trying to accomplish. Simply having a social media account won’t add value to your association, and if not done correctly, social media can actually inhibit progress. So before you get started, you need to answer these four questions: 1. What channels should you be on? 2. How are you going to provide value? 3. How will you engage your audience?, and ultimately, 4. What are your goals?
1. What Channels Should You Be On?
Choosing your channels wisely in the beginning can save you a lot of stress later on. Because each association is different, it makes sense that different channels benefit different associations. When choosing channels there are three basic things you should consider: your audience, your message and your goal. When you know your audience well, you will be able to determine which social networks they are utilizing. By defining your message, you are able to determine which channels best deliver that message. Knowing what you hope to derive from using social media is imperative to choosing which channels your association should be on.