Our association clients hold excellent meetings, where members can network, share new research and take in presentations from leading experts in their field. Social media plays an important role in supporting our association clients’ overall marketing and communications strategy. Lately, we have seen a clear trend in social media at association meetings: less is more. Seems counterintuitive, right? We should be tweeting about everything at the meeting? Well, no.
We have compared some of our association clients’ social media metrics between years when they tweet a lot and years when they reduce their tweets and posts. We have found that engagement goes up when these associations post less. Why is that? There are a few reasons for this.
Social media posting times
Tweeting and posting less focuses the association on better quality content—the research findings, the presentations, the big news from the meetings—and less on the housekeeping issues that are important to meeting attendees but not to everyone else, which brings us to reason number 2…
A flexible audience on Twitter
Your entire Twitter audience is not at your meeting. So, while they may tune in to your big news from the meeting, it’s likely they aren’t going to be as interested in when lunch is served or where the social event is being held.
Types of human behavior
We know intuitively that people can tune you out if they hear the same message time after time. Our analysis of social media metrics supports this.
Forward thinking clients like the Society for Laboratory Automation and Screening and the American Board of Medical Specialties have developed apps for their meetings. Registrants download the app and receive specific messages about the meeting. This step helps ensure their social media feeds are clear of more mundane meeting communications.
This focus on less is more has an upside. As clients embrace this new model, they will focus on developing better quality posts that their fans and followers prefer.