Twitter seems to be the preferred platform for many associations.
We suspect it’s because Twitter is safe. It’s fairly easy to spin out Tweet after Tweet as tangible evidence that you are doing something regular on social media: Look, we’re Tweeting! We’re telling everyone about our event!
The problem is, with so many people talking, there is a big listening problem on Twitter. Even the most robust feed doesn’t translate into engagement if you’re not actually engaging.
This is because Twitter is less about the content itself, and more about coming up with unique takes on what’s going on—not just in your industry, but the trends at large, from world news to pop culture.
For associations, this is a great opportunity to add relevancy, engage directly with followers about the stuff they care about, and show that you have a distinct voice and place in their world.
How can you do that? First, always pay attention to what’s “trending.” Instead of Tweets that are just links to your association’s latest blog post or offer, pull from what’s trending and find ways to offer your own fresh take. Sometimes it’s directly related to your association. Other times, only tangentially. But that’s sort of the point. It’s a conversation, and not every Tweet is the zinger.
Build interest through engagement and insight.
And only then should you bother to promote anything.
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