Should Membership Organisations Use Twitter To Communicate with Their Members?

Online Marketing |

Engaging with your members is a vital part of managing a successful association. Communicating effectively with your members is not easy, it can be complicated, time consuming and prone to errors.

As a membership organisation, whether you are a charity or other membership group requires membership managers to communicate constantly:

  • To prospect members – promoting the association, highlighting offers & benefits, engaging with prospect members in general
  • To current members  -  Showing the member value of their membership and ensuring they are aware of everything the association is doing and offering
  • When holding events - Promoting events, selling sponsorship, providing the costs, timings, and location and agenda items. Answering member questions and directing them to the right places, promoting member engagement and interaction during the event. Then getting feedback from members and exhibitors, promoting the event to those who didn’t attend, thanking speakers and guests for their input etc.

So as a membership organisation you need to consistently deliver and maintain a high level of communication. Updating members via different communication mediums, such as; website, email, post and telephone takes up a lot of time and it can mean that sometimes the smaller and less important updates are not being communicated at all due to the difficulty of managing and updating these mediums.

This really isn’t good enough, as members want have the right to know the correct information and updates as soon as they happen no matter which communication medium they prefer. Members are demanding more from their membership, they are looking to network with other members, attend events, listen to speakers and engage in the presentations and discussions. The world has become more involved and engaged and it’s important that associations are able to keep up with this trend.

Can Twitter really be used?

Launched in 2006 Twitter has experienced incredible growth, with over 175 million registered accounts, with over 4 million tweets posted per hour, adding up to over 95million tweets being written every day. Twitter is becoming more commonplace for many people and businesses worldwide. So where do you begin? The first thing you need to do is decide what kind of Twitter account to open. If you are a large membership organisation that has a number of different membership types, then it would be advisable to open an account dedicated to each membership segment. For a smaller membership association a general corporate account might be better.

Throughout our Twitter blog series, which we will be posting over the next couple of weeks, we will be covering the following topics:

  • How twitter can be used
  • Hashtags
  • Generating a high quality network
  • What to tweet about?
  • Managing your twitter account
  • Responding to negative tweets
  • Tools to help you manage your twitter account
  • Twitter & membership software