Social media is about—well, being social, right? Yet many brands frame their platforms as a one-sided conversation, when they should engaging with other users instead.

“Not only does it build awareness around who your organization is … but the more you engage with their content, the more likely they’ll be to start engaging with your content,” says Callie Walker from the MemberClicks blog. “Social media is a two-way street. Don’t get lost in the posting-only tunnel.”

Another mistake brands make on social media: using the same messaging across channels.

Why? Each platform has its own nuances, and when messaging is streamlined, the content often fails to align with the platform and its users. The result is messaging that falls flat across the board, rather than posts that stand out and connect with your online community.

“Even though it may take a little more time, it’s a best practice to tweak each little message across all your platforms,” Walker says.

Help New Members Find Association Value

New members join associations with great expectations & specific goals in mind. But if membership doesn’t live up to those expectations, they won’t see the value & won’t renew. Read the post to learn the secret to retaining new members. #assnchat #assnprof https://t.co/00iEfqvO1h pic.twitter.com/2cDhgMUrrV

— MemberSuite (@membersuite) October 2, 2019

New members join an association with a different goal in mind: Maybe they hope to make more industry connections, or maybe they want to leverage continuing education or certification programs. Whatever the intent, by the time their renewal paperwork comes around, the hope is that new members have found enough value that they stick around for another year.

In reality, that doesn’t always happen, which is why it’s important to reach out and check in with first-year members.

“Throughout the entire first year, check in with new members via emails. Or, create a new microvolunteering opportunity: membership ambassador. It takes only 20 to 30 minutes a month for an ambassador to talk with a first-year member and help them navigate the association,” says the MemberSuite team on its blog.

In addition to outreach, you should track participation data on each new member in your association management system. “At six months, put inactive new members into a separate group for special handling,” the team says. “A call now is worth a renewing membership later.”

Other Links of Note

Culture shock: A new study from MAGNA and Twitter shows that a brand’s cultural relevancy can have a major impact on consumers. Ad Age has the story.

Want to grow your association? Gently remind members that word-of-mouth is a powerful recruiter, says Amanda Kaiser on Smooth the Path.

If you’re searching for a new job this month, there are three things you need to know, according to Kourtney Whitehead on Forbes.

(fongfong2/iStock/Getty Images Plus)