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Association News
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The Impact of Social Media,
by Timothy Schneider, Publisher, Association News
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The Impact of Social Media, by Timothy Schneider, Publisher, Association NewsLos Angeles, CA – January 2017 / Newsmaker Alert / If there’s one thing that President-Elect Donald Trump has proven, it’s that use of social media—particularly Twitter—can be a tremendously powerful tool for delivering messages unfiltered by traditional media gatekeepers. That’s a lesson that should not be lost on association executives. Kellen, an association management and communications company, recently released its fourth annual global report on the use of social media and other new technologies by associations both in the United States and Europe. Here are the key findings that you should find of interest:

1. Facebook is the most widely used social media platform among trade associations, professional societies, charities and other nonprofit organizations. Of the organizations surveyed, 94 percent say they have used Facebook. Coming in at second and third are Twitter and LinkedIn, respectively. Instagram use by U.S. associations grew slightly from 29 percent to 35 percent over the past year.

2. Mobile apps for tradeshows and conferences are used by three in five organizations. In the United States, 72 percent of associations report using some type of mobile app, the most popular being those that provide information for conference and tradeshow attendees. The next most prevalent uses for mobile apps are event registration and to provide access to information, such as an organization’s website. It comes as no surprise that the majority of associations surveyed plan to expand their use of mobile technology in the coming year.

3. Social media is effective at helping organizations achieve a number of goals. These objectives include member engagement, promoting events and educational offerings, communicating with members of the media and enabling the organization to take part in online debate on specific issues. Event promotion is the most frequently cited use for social media among associations.

4. Paid online advertising is increasingly viewed as effective. Association use of paid digital promotion continues to grow. In fact, 87 percent of associations that advertise online said they have increased spending on digital ads (including those on social media channels) over the past two years. Facebook advertising ranks higher than any other channel and is used by more than 50 percent of trade associations and more than 60 percent of professional societies. The top three uses for digital advertising are to grow a group’s social following, promote content and address issues.

At Association News, we’ve embraced a “mobile first” strategy for content distribution. From breaking news headlines delivered through social media channels to interactive features in our digital editions, creative video storytelling and our Association News app, our digital, mobile-friendly content augments the coverage presented in these pages. This fully integrated approach to content delivery is captured in our new back-page feature, which you will find on page 30.

It also extends to our company’s live events, which include the Meetings Quest series of educational programs and trade shows. Plan to join us at Meetings Quest in Atlantic City, New Jersey, March 14–15. For more information, please see the ad on page 5, visit MeetingsQuest.com or call 877-577-3700.
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Timothy SchneiderTimothy Schneider is the publisher of Association News and SportsTravel magazines, which serve group travel planners responsible for generating 156 million hotel room nights annually. Schneider Publishing also organizes Meetings Quest, America's longest-running series of trade shows for meeting planners, and the TEAMS Conference & Expo, the world’s largest gathering of sports-event organizers. TEAMS ’17 will be held October 30–November 2, 2017, in Orlando, Florida. For further information on advertising or sponsorship opportunities, please call toll-free 877-577-3700 or 310-577-3700 if calling from outside the United States.

The current issue of Association News can be viewed in digital format online by clicking here.
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Media Contact:
Timothy Schneider
310-577-3700
Schneider Publishing Company, Inc.

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Publishing Dates: 01/17/17 – 03/17/17
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