The leadership of a membership association in the DC-area that serves trades professionals nationwide wanted to update how they interact with members. They decided engage on social media. Kurtz Digital Strategy KDS served as the social media expert in a team led by MiniMatters Video + Marketing.
Choosing the Right Social Media
Members are active on Facebook, Twitter, LinkedIn, and Google+, so it was decided to establish a presence on those particular social media channels. Each profile was set up to present consistent branding and messaging for the association.
Developing a Management Process
Social media communication was an additional task for all staff members involved, so finding an efficient management tool was critical to success. KDS did an analysis of needs and available tools to make management of the selected social media channels as time-efficient as possible.
Hootsuite was selected as the best option. KDS completed a custom configuration to serve the needs of the organization.
Custom User Training
Several association leaders were tapped to take the lead on the social media effort. A custom training program was developed to show them how to use the channels as well as the management tool.
The training content was customized to the association’s goals and strategies. Participants received guidance on the use of each tool and wrote messages for the association.