I have been speaking at conferences and events for over 30 years. The first time I was asked to speak publicly, on a stage, with a microphone, was in February 1988 when I was a Rotary Exchange Student in Canada. My highly introverted-self was more than slightly terrified.

Did you know there are nine separate ways you can communicate with your members? Most associations use the obvious – email, face-to-face and mail. A few more use phone, social media and video. Very few use audio, sending gifts and chatbots.

I was in Melbourne over the weekend to facilitate a workshop with an association Board, to help them better understand how to communicate and engage with their members, and the role social media could play. My brief included helping them identify how they can individually provide ongoing support to the marketing communications team by using their personal social media accounts.

Social media, when used properly, is an excellent way to engage with your members. Facebook specialist Mari Smith said it best: “Content is king but engagement is queen, and the lady rules the house.”

I’m often asked by associations how can social media help me achieve my membership goals?

There are many skills you need to be a successful social media manager. One of those is knowing how to think strategically. Early in my career it used to really frustrate me when I heard the phrase “you need to think more strategically”, but the people telling me this couldn’t (or wouldn’t) clearly explain what they meant or how I could do that!

The latest research shows that 79% of Australians use social media. If your association isn’t using at least one social media platform to engage with members and potential members, you are missing out on a lot of opportunities.