{"id":347,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25009_347\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25009_347","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/","title":{"rendered":"Research Shows Social Media Rocking Association World"},"content":{"rendered":"<p><span style=\"font-style: italic;\"><img decoding=\"async\" style=\"width: 100px; margin-bottom: 5px; height: 97px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" alt=\"\" align=\"left\" \/><span style=\"font-size: 10pt;\">By Hank Berkowitz<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Social media has taken the association world by storm. Facebook, Twitter, LinkedIn and YouTube get the lion\u2019s share of attention and resources, but private social networks and dozens of other platforms and apps are emerging as effective tools for staying relevant with younger and otherwise increasingly mobile members.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">That said, most associations admit they\u2019re in an experimental &#8220;fire, ready, aim&#8221; mode. According to our research and in-depth discussions we\u2019ve had with association thought leaders across North America, social media is not particularly well understood, well measured or well used, despite high adoption rates.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">When it comes to measuring social media, association leaders are torn between showing clear ROI numbers and showing member enthusiasm and engagement.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Nearly 80 percent of associations are placing a priority on social media even though two-thirds (68 percent) do not have social media policies or strategies in place.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Experts say associations will need specialists responsible for listening, extracting and interpreting what\u2019s being said about them online without interfering with the conversation.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\">More than 90 percent of associations told us they are communicating with members more frequently than they did three years ago (on average 8.3 times per month using conventional and online channels, and an additional 8.2 times per month via social media). That\u2019s not surprising. But, according to last month\u2019s <span style=\"font-style: italic; font-size: 10pt;\">Association Adviser<\/span> reader poll, fewer than one third (31.9 percent) feel they have a social media strategy and policy in place right now. See today\u2019s <a title=\"Two-Thirds of Associations Trying to Understand Social Media\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter25009_346\/\" target=\"_blank\">Did You Know<\/a> column for more info.<\/span><\/p>\n<p>As our <a href=\"https:\/\/ssl.naylor.com\/benchmarking\/\" target=\"_blank\">2011 Association Communication Benchmarking Study<\/a> discovered, many of the nearly 700 associations who responded to our in-depth questionnaire have significant gaps between the communication vehicles they\u2019re investing in and the vehicles their members value (see charts below), but in these challenging times, we salute embracing the future.<\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Percent of Associations Allocating More Resources to: <\/span><\/p>\n<p>&nbsp;<\/p>\n<table style=\"border: 1px solid black; margin: 5px; border-collapse: collapse; background: none repeat scroll 0% 0% #dcdcdc;\" width=\"\" cellspacing=\"0\" cellpadding=\"3\" align=\"\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Social media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">58.1%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Online media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">48.1%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Live events<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">35.3%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Mobile media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">32.1%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Print media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">15.9<\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: bold;\"><span style=\"font-size: 10pt;\">Percent Believing Members Find Each Medium &#8220;Very\/Extremely&#8221; Valuable:<\/span><\/p>\n<table style=\"border: 1px solid black; margin: 5px; border-collapse: collapse; background: none repeat scroll 0% 0% #dcdcdc;\" width=\"\" cellspacing=\"0\" cellpadding=\"3\" align=\"\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Live events<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">69.7%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Online media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">60.2%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Print media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">55.4%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Social media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">34.2%<\/span><\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Mobile media<\/span><\/span><\/td>\n<td style=\"border: 1px solid black;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">13.8%<\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Social media is all about connecting people peer-to-peer without an intermediary,&#8221; noted Terrance Barkan, CAE, director of <a href=\"http:\/\/socialstrat.squarespace.com\/\" target=\"_blank\">SocialStrat<\/a> and a frequent association roundtable participant. Or as <a href=\"http:\/\/www.forbes.com\" target=\"_blank\">Forbes<\/a> columnist David Kirkpatrick noted last month, &#8220;People are changing faster than organizations. Thanks to social media, ordinary people have the tools to force you to listen to what they care about and to demand respect. You better get out of their way or learn to embrace them.&#8221;<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Are associations connecting the social dots yet? <\/span><\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\">&#8220;If associations want to maintain a healthy membership level in the future, they must appeal to young professionals and social networking is a necessary way-of-life for the young,&#8221; noted Richard Boale, a longtime association event planner who\u2019s now head of operations for <a href=\"http:\/\/appnationconference.com\/\" target=\"_blank\">AppNation Conferences<\/a>. &#8220;Associations typically just follow a Facebook or Twitter model without really investigating what would work best for their membership.&#8221;<\/span><\/p>\n<p>SocialStrat\u2019s Barkan said you need to allow frank, unvarnished remarks about your organization in order to make it work. &#8220;That will give you street cred, especially with younger people and non-members.&#8221; But you also have to have people with the training and maturity to understand ethics, copyright, netiquette and some filtering skills about what\u2019s relevant and appropriate, he added.<\/p>\n<p>Marc Verhoeve, Executive Director of the Ontario School Counsellors Association, still thinks too much association communication is a one-way street. &#8220;With social media, we\u2019re trying to foster more member-to-member dialogue as well as member-to-association dialogue. We\u2019re also adding a third dimension&#8211;narrowly focused discussions for different levels of professionals at different levels of their organizations. For instance, a new entrant to our profession just doesn\u2019t have the same issues and concerns as a mid-level professional whose concerns are very different from those of a school superintendent.&#8221;<\/p>\n<p>Sarah Power, Executive VP of the online media communications firm, <a href=\"http:\/\/www.initiative.com\" target=\"_blank\">Initiative<\/a>, said, &#8220;Just like at a cocktail party or focus group, the loudest voice isn\u2019t the only one that matters. We have to get better at listening to all the voices, especially the quieter, less frequent ones.&#8221; Kim Kadlec, Worldwide VP of <a href=\"http:\/\/www.jnj.com\" target=\"_blank\">Johnson &amp; Johnson<\/a>\u2019s global marketing group, who joined Power at the Media Post\/OMMA panel discussion last week in New York said, &#8220;trust and transparency are key to your social listening strategy, as are generosity and reciprocity.&#8221;<\/p>\n<p>Barkan noted that since social media is relatively new, most organizations don\u2019t have policies, procedures and strategies in place like they do for &#8220;legacy&#8221; issues such as PR, governance, financial controls and advocacy. Also, there\u2019s the fear of the unknown. If the CEO and the board don\u2019t believe in social networking, then the staff can push it only so far, he lamented.<\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Measuring social ROI<\/span><\/p>\n<p>OMMA panelist, John Bellinger, of New York advertising agency J.Walter Thompson said, &#8220;You can measure ROI, but you shouldn\u2019t just measure from your own selfish standpoint. You should also measure from the audience\u2019s goals. What do they get out of it for taking the time to participate in your social platform?&#8221;<\/p>\n<p>Brandon Evans, CEO of online agency Crowdtap, argued that you can look at business metrics such as qualified leads, purchase intent and transactions, but you also have to look at things like advocacy as a key metric. &#8220;What\u2019s the value of having a customer or member willing to go to bat for you in a public forum like the web?&#8221; he asked. &#8220;That\u2019s huge.&#8221;<\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\">Measuring social ROI is a conundrum, according to SocialStrat\u2019s Barkan. The executive director will tell you ROI is the most important thing. What kind of return are we getting for the resources we\u2019re investing? Lots of tools can tell you what members are clicking, posting, engaging with. But, for some reason, it seems difficult for organizations and their leaders to &#8220;connect the dots,&#8221; Barkan added. Some CEOs want to see crystal clear, transparent numbers for everything they do. Others just want some kind of evidence that members are talking and engaging. &#8220;My best advice: start small and pick a single event that you have every year. Try promoting that event using only social media this year and compare the results to last year when you used your full array of channels to get the word out.&#8221;<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt; font-weight: bold;\">Who should be responsible for your online reputation?<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\">If the association has a magazine or other publications, then it should be the responsibility of the publishing department, said Boale. &#8220;It\u2019s an editorial function and must be monitored to avoid anyone \u2018going-off-the-rails\u2019 in a blog.&#8221; Reggie Henry, chief information officer of the American Society of Association Executives (ASAE) predicts many associations will soon have a &#8220;Chief Content Curator&#8221; responsible for bringing to the surface all the relevant discussions, tidbits, resources and debates heard on the social web. <\/span><\/p>\n<p>According to Barkan, the responsibility logically falls into the communications, marketing or membership bucket. But, he thinks a new skill set is what\u2019s really needed: &#8220;Online Community Manager.&#8221; You\u2019ve got to know when to step in to the conversation and when to step back and just listen. You\u2019ve got to know how to get relevant information out of the discussion and share it with management in a meaningful way.<\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\">Experts say social media dashboards such as Hearsay, Hootsuite and TweetDeck can help organizations monitor everything that\u2019s being said about them on thousands of online channels. Meanwhile, tools such as Vocus allows you to drop and drag your social media goals into its interactive tool and its spits out the most effective tactics to engage your audience. It\u2019s an imperfect science, but these tools can help.<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt; font-weight: bold;\">Conclusion<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 10pt;\">While social media missteps, blemishes and banal chatter abound across the web, we salute many organizations for courageously trying to figure it out. Just as today\u2019s members no longer join organizations simply because &#8220;it\u2019s the right thing to do,&#8221; associations are no longer risk-averse gatekeepers of the status quo. <\/span><\/p>\n<p>As the late Steve Jobs famously said, &#8220;Stay foolish. Stay hungry.&#8221; Chances are you\u2019re reading this article on one of the devices he created as a result of that mantra.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">READER NOTE<\/span><\/span><span style=\"font-style: italic; font-size: 10pt;\"><span style=\"font-size: 10pt;\">: Neither Naylor, LLC, nor <\/span><\/span><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt;\">Association Adviser <\/span><span style=\"font-size: 12pt;\">e<\/span><\/span><span style=\"font-size: 10pt;\">news<\/span><span style=\"font-style: italic; font-size: 10pt;\"> has a commercial relationship with any of the vendors and suppliers mentioned in this article. Inclusion in this article should not imply an endorsement of the products or services of the companies mentioned herein. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><a href=\"mailto:hberkowitz@naylor.com?subject=Association%20Adviser%20Oct.%20feature\" target=\"_blank\"><span style=\"font-style: italic; font-size: 10pt;\">Hank Berkowitz <\/span><\/a><span style=\"font-style: italic; font-size: 10pt;\">is the moderator-in-chief of <\/span><span style=\"font-size: 10pt;\">Association Adviser <span style=\"font-size: 12pt;\">e<\/span><\/span><span style=\"font-size: 10pt;\">n<\/span><span style=\"font-size: 10pt;\">ews.<\/span><\/span><\/p>\n<div align=\"center\">\n<table class=\"MsoNormalTable\" style=\"width: 100%; border-collapse: collapse;\" width=\"100%\" border=\"1\" cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td style=\"border: 1pt solid black; padding: 2.25pt; background: none repeat scroll 0% 0% gainsboro;\">\n<p class=\"MsoNormal\" style=\"text-align: center;\" align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=Oct%20lead%20story\"><span style=\"font-size: 10pt; font-weight: bold;\">here<\/span><\/a><span style=\"font-size: 10pt; font-weight: bold;\">.<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Social media has taken the association world by storm. But while nearly 80 percent of associations are placing a priority on social media, 68 percent do not have social media policies or strategies. We take a look at how associations are using social media today.<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,6],"tags":[],"class_list":["post-347","post","type-post","status-publish","format-standard","hentry","category-features","category-marketing-communications","category-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Research Shows Social Media Rocking Association World - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research Shows Social Media Rocking Association World - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Social media has taken the association world by storm. But while nearly 80 percent of associations are placing a priority on social media, 68 percent do not have social media policies or strategies. We take a look at how associations are using social media today. By Hank Berkowitz\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-05T09:33:49+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" \/>\n<meta name=\"author\" content=\"Hank Berkowitz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hank Berkowitz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/\"},\"author\":{\"name\":\"Hank Berkowitz\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/0e18db202b53cbf1daea674e60347a21\"},\"headline\":\"Research Shows Social Media Rocking Association World\",\"datePublished\":\"2012-11-05T09:33:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/\"},\"wordCount\":1434,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/hank%20berkowitz%20resized.jpg\",\"articleSection\":[\"Features\",\"Marketing &amp; Communications\",\"Technology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/\",\"name\":\"Research Shows Social Media Rocking Association World - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/hank%20berkowitz%20resized.jpg\",\"datePublished\":\"2012-11-05T09:33:49+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/0e18db202b53cbf1daea674e60347a21\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter25009_347\\\/#primaryimage\",\"url\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/hank%20berkowitz%20resized.jpg\",\"contentUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/hank%20berkowitz%20resized.jpg\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/0e18db202b53cbf1daea674e60347a21\",\"name\":\"Hank Berkowitz\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g\",\"caption\":\"Hank Berkowitz\"},\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/author\\\/hberkowitz\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Research Shows Social Media Rocking Association World - Association Adviser","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/","og_locale":"en_US","og_type":"article","og_title":"Research Shows Social Media Rocking Association World - Association Adviser","og_description":"Social media has taken the association world by storm. But while nearly 80 percent of associations are placing a priority on social media, 68 percent do not have social media policies or strategies. We take a look at how associations are using social media today. By Hank Berkowitz","og_url":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/","og_site_name":"Association Adviser","article_published_time":"2012-11-05T09:33:49+00:00","og_image":[{"url":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg","type":"","width":"","height":""}],"author":"Hank Berkowitz","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Hank Berkowitz","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#article","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/"},"author":{"name":"Hank Berkowitz","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/0e18db202b53cbf1daea674e60347a21"},"headline":"Research Shows Social Media Rocking Association World","datePublished":"2012-11-05T09:33:49+00:00","mainEntityOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/"},"wordCount":1434,"commentCount":0,"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#primaryimage"},"thumbnailUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg","articleSection":["Features","Marketing &amp; Communications","Technology"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/","url":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/","name":"Research Shows Social Media Rocking Association World - Association Adviser","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#primaryimage"},"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#primaryimage"},"thumbnailUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg","datePublished":"2012-11-05T09:33:49+00:00","author":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/0e18db202b53cbf1daea674e60347a21"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_347\/#primaryimage","url":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg","contentUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg"},{"@type":"WebSite","@id":"https:\/\/www.naylor.com\/associationadviser\/#website","url":"https:\/\/www.naylor.com\/associationadviser\/","name":"Association Adviser","description":"Leadership Strategies &amp; Best Practices for Association Professionals","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/0e18db202b53cbf1daea674e60347a21","name":"Hank Berkowitz","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0cfbe67ee7acbdd35ab31c6aa1fa91e4756eeff69b5ad159d2ebd90b73729af7?s=96&d=mm&r=g","caption":"Hank Berkowitz"},"url":"https:\/\/www.naylor.com\/associationadviser\/author\/hberkowitz\/"}]}},"_links":{"self":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/comments?post=347"}],"version-history":[{"count":0,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/347\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media?parent=347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/categories?post=347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/tags?post=347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}