Social Media Rule of Thirds to Grow Membership

For the last three years, I’ve been a part of Ad 2 San Diego, a non-profit organization of advertising professionals ages 32 and younger. I’ve served as the Social Media Chair, the Director of Communications, and this year am currently serving as their Secretary of State.

My primary responsibilities are to design and execute the social media strategy to grow our membership which I am happy to report that we have been able to increase year over year. One of the many questions I get asked from other Ad 2 chapters is, “What should I talk about on my social media channels?” My suggestion — apply “The Social Media Rule of Thirds.”

The Social Media Rule of Thirds

Simply stated, one-third of your content should support your industry, one-third should be about your members, and one-third should be about your club. This rule is easy to remember as it is to apply.

Industry: One third of your content should support your industry.

Technology and business trends are constantly evolving which is why it’s important to stay abreast of industry trends. If you can help your audience put their best foot forward by sharing fresh new ideas to help them add value to their business, they are most likely to be a highly engaged fan.

The easiest way to help your audience stay informed is to share industry specific news, announcements, and events that your audience may find helpful or informative. If you’ve attended a recent conference or seminar, highlight the key take aways and if possible, share a link to the presentations.

Members: One third of your content should be about your members.

Your members are the foundation of your organization so engage in a dialogue with them. Show your members that you value their opinion by using social media to collaborate and drive future events with new ideas. Poll members on what topics they would like to learn more about and include that in your programming.

If you have board members and volunteers that help with your club’s operations, recognize their hard work. I have also seen club’s make announcements when any of their members receive a special award or promotion at work. Lastly, if your club has special membership discounts to industry specific conferences, be sure to share that as well.

Club: One third of your content should promote your club or organization and aim to generate revenue for your business.

Let your audience get to know your club’s mission and provide information on how people can get involved. Take the opportunity to promote upcoming events, highlight the benefits of becoming a member, and what your club has accomplished.

Ensure the long term success of your social media strategy

Most clubs and organizations bypass the first two rules and immediately jump into self-promotion. As a result, their Facebook page or Twitter account comes off as a hard sell and fans start to unlike the club’s page,  hide posts and Twitter followers start to drop off.

In short, to ensure the long term success of your social media initiatives – apply the Social Media Rule of Thirds to your content strategy. If you’re already applying the Social Media Rule of Thirds, I’d love to hear what type of content you’re sharing and whether it was a hit or miss.

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