with one another through myASA to
enhance committee work and participate in discussion forums specifically
related to anesthesiology. However, we
recognize the importance of continuing
to use other social media vehicles like
Facebook and Twitter to reach a broader
public base, including patients.”
2. Do I Have the
Resources Needed To
Be Successful?
While the best thing about existing
social networks is that they’re free, they
do require some additional resources
from your association to ensure they’re
used successfully. Because social
media requires rapid communication
and close monitoring to respond to negative comments, staff is an invaluable
resource. At ASA, social media upkeep
requires approximately one to two hours
of staff time per day.
Aside from staff support, associa-
tions must work within the budget allo-
Visit the Association Forum’s
“Use of Social Media in Asso-
ciations” Professional Practice
Statement to learn more social
media best practices at associa-
tionforum.org>Resources>Samples
and Best Practice
Guidelines>Professional
Practice Statements.
cated for social media. While the major
social networks are free to use, building
a specialized platform comes with a
price tag. However, it can be minimal
with the help of platform makers like
Buddypress, Boonex, KIT digital, Ning
and SocialGO, all of which are user-friendly services that offer social website template models. The cost of most
of these platforms ranges from zero to
more than $100 per month.
3. Is a Strategic Plan in
Place?
As with most initiatives, a strategic plan
for your social media can go a long way
toward ensuring you are achieving your
objectives and goals. Most importantly,
a strategic plan can help associations
weigh the risks and rewards of using
existing networks versus developing a
specialized platform. ASA, for instance,
identified the following pros and cons
for various solutions:
Facebook
• Pro: Largest social network
• Pro: Many are comfortable using it
• Pro: Easy to set up an official page
• Pro: Share photos, videos and links
• Con: Limited ability to customize
• Con: Only other users can become
fans
Twitter
• Pro: Viewed by the general public
• Pro: Real-time messaging at confer-
ences and events
• Pro: Follow other influencers
• Con: Pictures and videos shared only
through links
• Con: Messaging must be less than
140 characters
LinkedIn
• Pro: Reach people through existing
connections
• Pro: Easy to set up profile
• Pro: Network and participate in pro-
fessional discussion groups
• Con: Job seekers very active
• Con: Marketing messages not always
well received
Specialized Platform
• Pro: Tailored to reflect audience and
branding
• Pro: Choice to make it open or
closed to users
• Pro: Private content and document
sharing
• Con: Not always free
• Con: Users have to sign on and join
platform
• Con: Takes time to develop, launch
and promote
The final piece of social media work
should be a social media policy. The
policy can help avoid legal issues by
providing dos and don’ts. For associa-
tions that develop their own platform,
users should read and acknowledge the
policy before being allowed to set up
their own username.
4. Can I Prove the Value
of Social Media?
After you decide whether to use established social networks or a specialized
platform, it is important to show results
to leadership. There are many free tools
to help you track social media growth
and other analytics that can be compiled into monthly reports that highlight
successes.
Are specialized platforms the future?
Only time will tell. However, one cannot
deny these platforms have the ability to
create subcultures for associations looking to enhance the quality of communication among specific target audiences.
No matter what, all social media is
priceless when it comes to engaging
your audience, bringing a face to your
association and making lifelong connections.
Katherine S. Looze, M.A., is a public relations associate at the American Society of
Anesthesiologists in Park Ridge, Ill. She may be
reached at k.looze@asahq.org.
