Sample: c125 of UK's leading Membership Organisations and Trade Associations
3rd December 2019: following the results of our Pulse looking at the challenges of engaging with social media, a significant proportion of UK Membership Organisations and Trade Associations are wrestling with how they manage social media both inside and outside their organisations.
42% said they find it hard to understand how it all works with one Senior Leader commenting, "Possibly a generation thing but some of us are not natural social media users and have a better understanding of other communications methods such as email and websites. There are also concerns about how you mediate wrong/inappropriate messaging on social media such as Twitter."
17% responded saying their members and stakeholders didn't seem interested in social media, compounding its use as a communications tool. Couple that with how comfortable membership engagement teams are with social media platforms and apathy is just around around the corner. As one Membership Director observed, "Confidence with social media is widely variable (across) our membership which impacts negatively on its effective use."
That said, understanding what social media can do to resolve a business issue resonated with one Director who offered a fresh perspective on its value, "The lack of understanding (in terms of) how social media can address and possibly be a solution to a business problem that has traditionally been dealt with in a different way." In other words, social media platforms have an incredibly powerful role to play. It's just a question of clearing the first hurdle to appreciate the benefits.