How to Choose the Right Social Media Platforms for Your Membership Organization

Social media is no longer just the future; it’s the present. With over 2.34 billion people worldwide on social media (and that number is expected to grow to about 2.95 billion by 2020), your membership organization simply cannot afford to not have a presence online.

Our goal is to help your membership organization be successful, whether that be in-person or online. Because social media is highly intertwined with everyday life, we want to help you choose the right social media platforms for your membership organization.

Identify your membership demographic

The first thing you need to do is nail down is your membership demographic, which if you are already familiar with who you’re targeting to increase membership recruitment, this won’t be too hard!

The reason you need to determine your demographic is because different people are on different social media platforms! If they are on multiple, they typically use them for different purposes. Sprout Social has an informative report detailing the demographics on the top platforms, and depending on the type of people on the platform, that may sway your decision.

Determine what social platform(s) your members are on most

Whatever social media platforms your members are already active on are the places your organization needs to be. Meeting them where they’re at will make them more likely to engage with you! Choosing the path of least resistance to members will allow you to make the most impact without spending the most time and money.

You can easily gather this information when you send your new member welcome emails! In your survey to get to know your members better, you can ask what social platforms they are currently on.

Want to take membership engagement a step further? Follow your members; like and comment on their posts! When you show you care, they’ll care and engage with you more in return!

Identify your social media goal

You should know how you want to interact with your members prior to solidifying your decision. What is it that you want to accomplish online?

Do you want to show off your members and their businesses? Maybe you’ll create detailed posts on Facebook and/or LinkedIn and explain how that business can help other members.

Or is your goal to provide continuing education? Maybe you create a plan to utilize Facebook Live or Instagram Live to engage with your members in real time.

Do you want your current and potential members to see you as serious, funny, inspiring, or any specific trait? While you can make any reputation work on any platform, it will shape the way your organization shows up and how your members engage with you.

Do you plan to utilize ads to create a hyper-targeted campaign or a Lookalike audience of your current members? All of these points are essential not only to choosing what platforms you use and how to show up online, but to your marketing efforts as a whole!

Determine your resources

After figuring out where your members hang out online and your social media goal, it’s time to take your resources into consideration! Maybe your organization has determined that being on Facebook, LinkedIn and Instagram is important and you also want to incorporate paid advertising on these platforms as well.

The size of your internal team will determine what platforms are most important and will be tackled first. If you have a smaller team, you might need to pare down your social media list a bit, or consider outsourcing organic and/or paid social media management.


Even if you just start with one social media platform for your membership organization, a start is better than not being present at all!

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Download our guide to up your digital marketing strategy

Creating effective social media content to share with your target audience is a crucial part to your marketing strategy.

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In this download, you’ll receive:

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