3 Reasons Why Your Organization Needs Social Media

Shayna McGroggan

You may not feel like there is any special reason to create accounts for your organization on Facebook, Twitter, LinkedIn, etc. but the truth is, you need to establish your brand’s presence somewhere on social media.

“Need” may sound like a strong word, but it’s true!

Whether you are an association, or retailer, or publisher, or whatever, the need is the same.

Here’s why.

Control the Narrative

First, it’s important to establish social accounts to avoid brand hijacking. Brandjacking is exactly what it sounds like — someone acquiring or assuming your brand’s identity online.

Since social media accounts are free, anyone can sign up for them. While some networks have policies and procedures in place to identify and shut down someone impersonating a brand, it still happens and it can be a nightmare to damage done by impostors.

Imagine bad information or inappropriate content being distributed to people who think that they are following your actual organization, and then having to do the damage control. Make sure that you are the one in control of the narrative of your brand.

Brand Awareness

Another big reason to be on social media is brand awareness. Even if your organization is on a tight budget, a free social account is absolutely feasible.

This platform can put your brand in front of the right audiences and entice interaction from them.

Your Audience is Already There

The main reason to be on social media though, is that your target audience, whomever they are, is already there. According to Statista, as of 2017, 81% of the US population uses social media.

They also estimate that there are 2.34 billion social media users worldwide. How many of your subscribers fall into those numbers? Probably a lot more than you think.

Today we live in a world where it’s common for someone to want to know something about your organization and do a quick search for your brand on a social media network to find the answer.

You Need Social Media

They expect to see you there, and they want to interact with you. Not taking advantage of that is an unnecessarily wasted opportunity to interact with your audience. So go out there and embrace a social solution!

If you’re on the hunt for a new social media management solution, check out this guide for what to look for in a tool.

how to choose a social media management tool

About the Author
Shayna McGroggan

As a Product Marketer for Informz, Shayna creates resources to raise user awareness and understanding of new features, and encourage product adoption. In her free time she writes and plays music with her drum-playing husband and loves being a fur-mom to her Yorkie.

  • Speech Pathology Aus

    One of the difficulties of integrating social media with our Informz eNewsletters is that the social media posts generated on the ‘Setup’ tab automatically generate a URL to an online version of our newsletter. As a membership organisation we only want our members to see the newsletter (as member benefit) and not the general public. We therefore have to create separate social media postings to highlight the latest eNewsletter. Any thoughts about allowing users to remove the URL links from social media postings in the ‘Setup’ tab social media postings?

    • Peter Nelson

      Hello Speech Pathology Australia and thanks for leaving the comment!

      With the introduction of Socializer, we’ll be doing more and more in this area. I’d love to organize a time when we can talk to learn more about what you’re currently doing and what you’d like to be able to do. Your experience can inform our future plans.

      Beyond the feature change to be able to hide the URL to the online version, I think there’s a larger strategy question at play. What’s the right mix of content that your members expect, compared to the content you may want to share to the public to help encourage new members or to cement your place as the experts in speech pathology.

      Using emails to your members or having a private community would certainly extend the reach of “member only” content within a perimeter of “known users” to the organization. Deciding what’s appropriate to share to the public – and this content might be coming from a blog or your larger website – depends on what you’re trying to achieve.

      Again, I’d be happy to chat with you one evening (my time) to discuss further. Thanks!

      • Speech Pathology Aus

        Peter

        I am happy to discuss. Maybe we could make a time sometime in late June. I am about to go away for leave for a week and then I have two weeks annual leave.

        • Peter Nelson

          Absolutely! Just shoot me an email, or ask David, your Advisor, to ping me. Enjoy your time off!