Membership

Social Media Roundup: Overcoming the Millennial Hurdle

By / Mar 18, 2014 Fuse / ThinkStock

The conventional wisdom is that millennials are always connected, but are they primed and ready to join an association? Also: reaching out to your silent fans on Facebook.

Every generation has its differences, but some of the elements that differentiate many millennials from their forebears could present some challenges for associations.

The Millennial Challenge

Millennials, that oft-mentioned generation, may present a problem to associations looking to bolster their ranks. A recent Pew Research Center study, “Millennials in Adulthood: Detached From Institutions, Networked With Friends,” took a look at the generation’s habits, and Maggie McGary sees some ominous signs for associations.

Pew discovered that millennials put a premium on diversity and can be more skeptical than members of previous generations. The results largely support some assumptions about those between the ages of 18 and 33 as well as reaffirm many of the hurdles facing associations.

“So if they already don’t trust traditional institutions, aren’t happy because of the lack of diversity of association leadership, and don’t trust associations’ authority, the percent chance they’re going to be willing to spend their disposable income on association dues? I’d say probably not high,” McGary concludes.

Each association has its own set of challenges, especially with enlisting younger members, but it’s worth remembering that traditional appeals just don’t cut it with a large number of millennials. (ht @keribrary)

Facebook’s ‘Silent Majority’

When looking at your Facebook stats, it’s common to focus on engagement: how many people are liking or clicking on your posts. But what about those who follow you but do nothing? Dan Sullivan over at Social Media Today has an interesting post about Facebook’s “silent majority.”

The importance of the silent masses is clear:

“They’re statistically some of your most informed and loyal customers, potential future Superfans, and the primary providers of the social currency needed to foster your active advocates: validation,” Sullivan writes.

With a bit of analytics analysis, Sullivan breaks down how you can identify your association’s quietest fans and how you may eventually break through to even the most tight-lipped followers. (ht @AmyPR)

Morgan Little

Morgan Little is a contributor to Associations Now. More »

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