Your Association's Social Strategy
In recent months the social media landscape has undergone huge upheaval, prompting many to reconsider their platform strategies. High-profile migrations away from Twitter/X towards alternatives have left associations wondering how to respond. If your association is grappling with this question, let’s unpack what got us here—and how you can respond.
How Did We Get Here?
The current shift stems from Elon Musk’s acquisition of Twitter, a move which catalysed several controversial changes:
- Content and Moderation Overhaul: Musk removed content moderation and curation teams, partly to cut costs and partly in the name of realising his vision of a free speech platform.
- Political Alignments: Musk’s increasing closeness to Donald Trump reflected both his free speech ethos and a calculated alignment to safeguard federal contracts and avoid regulation.
- Corporate Fallout: These changes alienated advertisers and corporate users, resulting in a less business-facing platform. Many key voices have since deactivated their accounts or ceased activity altogether.
For professional associations, these shifts have made X a less suitable platform for communication and engagement. So where does your association turn?
Exploring the Alternatives
1. Bluesky
Founded by Twitter’s creator, Jack Dorsey, Bluesky was initially embraced by the tech community. However, it gained momentum during political upheavals, including Donald Trump’s election victory, after which registrations increased exponentially.
2. Threads
Meta’s Threads launched in July 2023 as a text-based sibling to Instagram, initially drawing significant attention. However, its growth has plateaued and it has yet to replicate Twitter’s time-first algorithmic approach that facilitates breaking news and live event discussions.
3. LinkedIn
LinkedIn has emerged as a reliable communication platform for corporations and professional bodies. Its focus on professional engagement makes it well-suited for associations needing a space to share timely updates.
4. Do Nothing
It’s worth remembering that text-first social media platforms are a relatively recent phenomenon, with Twitter only launching in 2009. Organisations thrived without these tools, and reverting to non-social media communication methods remains a viable option.
Crafting the Right Social Media Strategy
As associations navigate these changes, adopting a clear, purposeful approach is essential. Consider the following steps to refine your strategy:
- Define Your Purpose
Decide how social media fits into your broader communications strategy. Whether you’re using it to share press releases or adopting a more informal, engagement-driven approach, clarity is key. Ask yourself: Is this approach tangibly beneficial to our association?
- Ensure Consistency
Social media success demands a consistent investment of time and resources. Treat it as a core component of your strategy or bypass it altogether. Half-hearted efforts will fail to deliver meaningful results.
- Focus on Audience Alignment
Evaluate whether your target audiences—members, prospects, stakeholders, media—are active on the platforms you’re considering. If they aren’t, question whether your presence is necessary.
Where next?
The social media landscape will continue to evolve, and associations must remain agile. Whether your organisation chooses to pivot to a new platform or step back entirely, the key is alignment with your goals and audience.
Social media is a tool—not a requirement. Use it deliberately and strategically, or not at all.
In recent months the social media landscape has undergone huge upheaval, prompting many to reconsider their platform strategies. High-profile migrations away from Twitter/X towards alternatives have left associations wondering how to respond. If your association is grappling with this question, let’s unpack what got us here—and how you can respond.
How Did We Get Here?
The current shift stems from Elon Musk’s acquisition of Twitter, a move which catalysed several controversial changes:
- Content and Moderation Overhaul: Musk removed content moderation and curation teams, partly to cut costs and partly in the name of realising his vision of a free speech platform.
- Political Alignments: Musk’s increasing closeness to Donald Trump reflected both his free speech ethos and a calculated alignment to safeguard federal contracts and avoid regulation.
- Corporate Fallout: These changes alienated advertisers and corporate users, resulting in a less business-facing platform. Many key voices have since deactivated their accounts or ceased activity altogether.
For professional associations, these shifts have made X a less suitable platform for communication and engagement. So where does your association turn?
Exploring the Alternatives
1. Bluesky
Founded by Twitter’s creator, Jack Dorsey, Bluesky was initially embraced by the tech community. However, it gained momentum during political upheavals, including Donald Trump’s election victory, after which registrations increased exponentially.
2. Threads
Meta’s Threads launched in July 2023 as a text-based sibling to Instagram, initially drawing significant attention. However, its growth has plateaued and it has yet to replicate Twitter’s time-first algorithmic approach that facilitates breaking news and live event discussions.
3. LinkedIn
LinkedIn has emerged as a reliable communication platform for corporations and professional bodies. Its focus on professional engagement makes it well-suited for associations needing a space to share timely updates.
4. Do Nothing
It’s worth remembering that text-first social media platforms are a relatively recent phenomenon, with Twitter only launching in 2009. Organisations thrived without these tools, and reverting to non-social media communication methods remains a viable option.
Crafting the Right Social Media Strategy
As associations navigate these changes, adopting a clear, purposeful approach is essential. Consider the following steps to refine your strategy:
- Define Your Purpose
Decide how social media fits into your broader communications strategy. Whether you’re using it to share press releases or adopting a more informal, engagement-driven approach, clarity is key. Ask yourself: Is this approach tangibly beneficial to our association?
- Ensure Consistency
Social media success demands a consistent investment of time and resources. Treat it as a core component of your strategy or bypass it altogether. Half-hearted efforts will fail to deliver meaningful results.
- Focus on Audience Alignment
Evaluate whether your target audiences—members, prospects, stakeholders, media—are active on the platforms you’re considering. If they aren’t, question whether your presence is necessary.
Where next?
The social media landscape will continue to evolve, and associations must remain agile. Whether your organisation chooses to pivot to a new platform or step back entirely, the key is alignment with your goals and audience.
Social media is a tool—not a requirement. Use it deliberately and strategically, or not at all.
