Membership

Daily Buzz: How Much Data Actually Comes From Your AMS?

By / Jul 26, 2019 (carlotoffolo/iStock/Getty Images Plus)

Research shows that the number is a lot smaller than many associations might think. Also: what new research on YouTube suggests about your social strategy.

It’s no secret that associations have a lot of data at their fingertips. From the outside, it might seem like most of that information comes from their association management system (AMS).

But according to research from data-analytics company Nucleus, AMS data comprises less than 20 percent of an association’s intelligence.

“If your organization is only evaluating activity being recorded in your AMS, you are missing a lot of potential trends and insights—and your vision is becoming narrower as other solutions generate volumes of data and your members become more active online,” wrote Rob Miller on the Nucleus blog.

The solution? Instead of relying on your AMS as your organization’s single data center, Miller says to consider it as one data source and to blend all data contributors into one overarching analytical platform that can break down different informational subtypes. This system can not only help associations gain a fuller picture of information but also improve security and data reporting.

“The association technology market continues to evolve rapidly, but association executives have an opportunity to be more in control of their data than they have since the early days of the ’90s when the AMS was the only solution that mattered,” he said.

The Posting Strategies of Hit YouTube Channels

With 2 billion active monthly users, it’s hard to deny YouTube’s influence on social media. If the platform is part of your social strategy, let a new Pew Research study be your guide.

One of the biggest findings of the research—which looked at what YouTube’s most popular creators are posting, how they’re posting it, and what content trends are emerging—showed that successful channels are highly active.

“These popular channels alone posted nearly a quarter-million videos in the first seven days of 2019, totaling 48,486 hours of content,” according to the study. “To put this figure in context, a single person watching videos for eight hours a day (with no breaks or days off) would need more than 16 years to watch all the content posted by just the most popular channels on the platform during a single week.”

Another highlight: Videos posted by popular channels were about 12 minutes long, which, according to Andrew Hutchinson on Social Media Today, aligns with the platform’s 10-minute threshold for ad placement and algorithmic preference.

Other Links of Note

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Sophia Conforti

Sophia Conforti is a contributor to Associations Now. More »

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