Facebook®, Twitter®, Pinterest® and LinkedIn® are just a few places that you can engage with your members in the social media space. The true value of being present in these spaces is hard to measure their true return on investment. Check out a few ways that your association can start tracking your ROI today:
Google Analytics this provides you tools to track how members engage with your association’s website. When you set up your account, you indicate what page you’d like to track. You can track items like: paid, organic, local, social, etc. One of my former association clients did a “heat map” showing where they received the most traffic, thereby justifying their premium home page real estate. In fact, the heat map, showed that their section of the website (career center) was the most viewed and visited page. This built the business case for both a redesign of this section as well as increasing the prominence on other highly viewed pages.
bitly makes your link both trackable and searchable. This allows you to tweet shorter statuses on your association’s twitter account, as well as determine, who is out there listening to you. This feature also allows you to customize your shortened URL so you can include keywords that you want to appear in search results. The more you can track the more you can show the value of time(hopefully) well spent.
Tweet Deck the largest advantage of this feature is the ability to schedule your tweets. I usually open this up in the morning and after I check email I start crawling the web for stories about things I find interesting. This could be anything from membership growth strategies, database best practices, interesting stories in the business world, as well as other things. I spend about 30 minutes every morning finding these stories and then sharing them with the world via twitter.
Klout helps you understand what the association’s sphere of influence is and how it’s changed. The interesting thing is you can see who influences you, if you weren’t aware before. I have a few go to’s in terms of blogs that I follow. They are:
With so many different ways to engage with your members out there, I think it’s important for someone to share what they’ve learned. There may be easier ways to do it, but this is what I have learned. Hope you find it helpful!