My name is Ansleigh Smith, CPP, though some of you may know me as “Miss Calculations” from the 2018 Congress member game. I am the Secretary and Immediate Past President of the Atlanta Chapter and also co-chair of the APA Social Networking Committee. This year, I was given the opportunity to speak at the Chapter Leadership Summit on the benefits of social media for chapters. If your chapter does not yet use social media, or simply does not know where to start, consider these three benefits of using social media for your chapter and the steps to achieve them.
Social media can help your chapter:
- Develop a Brand
Building a brand is an important part of letting local payroll professionals know about your chapter and establishing credibility. Sharing information online about your meetings and membership benefits is a great way to market your chapter, gain new members, and even attract sponsors.
Incorporating eye-catching photos into your posts can help engage the audience, and hashtags unique to your chapter are useful for attracting potential new followers. Another item that can help build your chapter’s brand is a brief bio on your profile. This serves as your virtual elevator speech and gives viewers a snapshot of what your chapter is all about.
- Increase Attendance
Social media pages are great avenues for boosting meeting and event attendance. You never know who may see your chapter’s social media account that isn’t on your mailing list- not to mention it’s free!
For meetings and events, share details about date/location, registration, speakers, and the educational topic. Statewide and regional meetings can also be promoted by posting about the theme, RCH credits, and sponsors. For chapters with study groups, share the details of your study groups online to increase participation and also inspire members who have their certification to lead an upcoming class. As your sessions are held, be sure to share photos to generate interest in late joiners or vendors who may want to sponsor future study groups. Facebook’s event page feature can make for easy sharing and promotion of your events.
- Engage Members, Speakers, and Sponsors
When chapter members, speakers, and sponsors are positively engaged they are more likely to continue a relationship with your chapter.
Engage your chapter membership by sharing media and information that will interest them. For example, retweeting important payroll news issued by the APA or the IRS makes for relevant information your audience will be interested in. On a personal level, consider congratulating chapter members who recently passed their FPC/CPP exam, announcing a Board member’s retirement, or giving a shout out to members who are doing great things in the community.
Connect with speakers and sponsors online by tagging them in posts promoting upcoming chapter events they are involved in. Remember to also post a “thank you” after the event to leave a good impression.
A social media presence takes time to develop but can truly benefit your chapter if maintained. Discuss with your fellow chapter leaders how you can use social media to meet your goals and devise a plan of action. If you have any questions, the APA’s Social Networking Committee and I are here to help!
