Social media use is stalling, but when it comes to podcasts and smart speakers, there’s nowhere to go but up. Also: Market your educational offerings to employers.
Social media is stalling as podcasts and smart speakers take center stage. That’s according to The Infinite Dial 2019 [PDF], a survey from Edison Research and Triton Digital.
Key findings show that social media is a saturated market. About 79 percent of Americans say they have used social media, a number that’s up from last year’s 77 percent, but one that’s still down from the 80 percent peak in 2017.
Meanwhile, 23 percent of Americans say they own a smart speaker, compared to 7 percent two years ago. And 24 percent of smart speaker owners own three or more devices—more than double last year’s 11 percent. “Many consumers are crossing a threshold from testing these speakers to making them a ubiquitous presence throughout their home,” says Eric Peckham on TechCrunch.
Podcasts, too, are on the rise. About 32 percent of Americans listen to podcasts monthly, up from 26 percent in 2018, representing the largest year-over-year growth in that statistic since the survey began.
Education, Employers, and You
Credential programs help create deeper connections with members and prospects. Checkout this week's blog post to learn how to help employers bridge the skills gap and help constituents validate their competency and expertise. #assnchat #assnprof #assntech https://t.co/jOXkUeVTLP pic.twitter.com/x9Z8ef0ViT
— MemberSuite (@membersuite) March 6, 2019
An association’s education program should be marketed both to individual members and their employers, according to the MemberSuite team on its blog.
“Think of employers as the influencers who can help persuade members and prospects to register for educational programs or apply for certifications,” they wrote. “They have the power of the purse. They also have the power to hire, promote, and fire. They see where existing and prospective employees are deficient.”
Associations should work with employers to help bridge that skills gap. “Become your industry’s educator of choice by partnering with member employers,” the team writes. For example, form an advisory board with them that identifies skills gaps in your marketplace. “Employers who help you design credential programs are more likely to send employees to them. Your association becomes an extension of corporate training.”
Other Links of Note
Stop practicing these 10 social media faux pas, from the Hootsuite blog.
Spreadsheets can be a valuable membership management tool in the beginning, according to the YourMembership blog, but these four signs often mean you’ve outgrown them.
Innovation is about more than thinking outside the box—it’s about leaving the entire building, says Jeffrey Cufaude of Idea Architects.