Our [SocialFish] definition of Social CRM is “the discipline of applying social media to membership management”, and the 12 use cases in our white paper, ROI and the Impact of Social CRM, show this in action. Here’s the 7th of a series of blog posts for Avectra on the use cases – including four completely new ones – and we want to hear from you if these are possible for YOUR association. In ALL cases, you should be building your community on social media sites before you even think about ROI.
Monitoring social conversations for actionable improvements to member services
[Possible Now]
An association has experienced rapid growth among professionals under 40. The average age of members inside the volunteer structure–including the board and various committees–is 55. Lately, staff members have been wondering if the board is truly representing the membership. The Social CRM team turns to the web. When they join, new members are asked to list their LinkedIn profile, their Twitter ID, and their blog URL. The Social CRM team follows and monitors all of these sites, along with Google Alerts, for member feedback about the organization. Twice per month, the Social CRM team assembles all of the posts from members into a single executive summary for the association leadership. The feedback confirms what the staff suspected–that the association website, which the board felt was adequate, needs an immediate redesign to meet the expectations of new members.
The recipe:
- Your goal – to not just meet but exceed member needs and expectations.
- ROI = higher retention rates, sales, new members
- Level – Basic
- Tools – Social Media Monitoring, AMS
- Low hanging fruit – mining existing conversations on the social web
We’re calling this use case “basic” because monitoring the social web for brand mentions is the most elementary of social media activities. But “listening” must have strategic purpose. What if your members are asking for specific improvements? Are you able to collect that qualitative data, track sentiment (positive, negative, neutral) and whether it changes over time, and take action on the basis of what you find?
Washington, DC 
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