Speak to your audience —all of your audience.
The emerging professionals, the industry thought leaders, the students, the vendors, the cheerleaders and the luminaries. All of them. You may have a student membership campaign focused on students from annually, but it does not go unnoticed if all you do is talk to students when you want some engagement from them.
Are you engaging and working year round to keep their attention, give them education access and volunteer opportunities?
If you’re starting a community management strategy, start somewhere… how about with identifying a persona.
Do you represent an educational meeting? Do you think of your meeting — and yourself as the representative of your meeting — as the teacher that you are? Think about your favorite teacher. Was your teacher engaging, clever, funny, and creative? Was she both a joy to be around and an expert on her subject matter? Did your teacher know what you were going to ask before you asked it? Did your teacher inspire you to come to class? Only you can really answer that for you, but know that if we compared notes, we might have some overlap. Most likely, this teacher was motivated and impassioned about her subject matter. Are you?
Do you represent a membership organization? Are you a rousing community organizer or are you an effective facilitator allowing exchange of information to occur amongst the professionals you serve? Maybe you are a connector enabling the right people at the right time to move your professional forward.
In any case, think about how you like to be engaged to participate, volunteer or chime in? If you don’t know just yet, that’s okay too. Just know that there are so many tools to engage people at various levels. Providing free content, white papers, thought leaders’ opinions , photos, questions, quick polls. All these engagement tools support the persona you wish to project.
If you’re new to this, try to think about who you are not as a brand but as a person and think about building out a persona in your social media campaign.
If you’re all of the above… even better. This means means you can do any and everything in social media from fun ‘finger on the pulse’ polls to daily quizzes.
Just jump in! The water’s warm.