6-2 Blog: Social Media Tools

This blog assignment is perfect because my position as Communications Coordinator at work is to think of ways to bring the association into the present by means of social media and more web-based communications. We are a state employees association - not a union, but a non-profit, member-run association that lobbies for state employees with the legislature, represents them in work disputes and disciplinary appeals, offers benefit assistance and retirement counseling, and works directly with the legislature and Governor's administration to keep the best interests of state employees in their minds. It's not an easy gig, and we're not always successful given the current political climate in Tennessee, but someone has to stand up for them.

We're in a unique time now where almost one-third of our state's workforce will be retiring in the next 5 years. While the administration has taken steps to change the laws regarding hiring and firing employees in order to have more flexibility in recruiting and retaining employees to take the place of those retiring, as an employee's association we now have to figure out how to not only maintain those retiring employees as active retiree members, but also how to attract newer, younger employees to keep the association going.

As the youngest member of the staff and the most experienced with social media, that's where I come in. My job has been largely focused on growing our social media presence and engaging our membership through the use of tools like Facebook and Twitter - but more needs to be done. So I hope that it is okay that I am drawing upon my own experience as well as my own experimentation for this assignment.

1. Come up with a group/company or non-profit you wish to represent: Tennessee State Employees Association

2. Come up with a target audience for that organization: Young (under 35 years of age) state employees

3. Come up with a message for that audience: Your Job, Your Life, Your Association

4. Select 3 social media tools that would be the most effective to deliver that message to the target audience:
    a. Facebook
    b. Flickr
    c. Podcasts

5. Explain why those social media tools are the most effective.
    a. Facebook - Facebook works to our advantage for both our existing, predominantly older membership base because they've taken to FB to catch up with old friends and keep in touch with extended families. Our FB page showing up in their news feed brings the information to them each day. For our younger, potential members, it taps in to their already developed expectations regarding information and convenience. They're able to log onto FB and see what their friends are doing, catch trending headlines from news media they may be following, and see a post from TSEA regarding an upcoming chapter meeting in their area, giving them the opportunity to attend and be an active participant in their organization. By posting stories from our bi-monthly newspaper (hosted on our website), potential members will have free access to some of the valuable information that had previously only been available to dues paying members, are directed to our website, and presented more reasons to be a member.
    b. Flickr - We've been posting photos from association events on Flickr, as well as meetings with higher-profile state government officials and legislators, and photos submitted by members of their local, chapter meetings and social gatherings. By using this tool, we are able to help build the sense of community and ownership in the association among all of our members. Having photos available online for our younger members gives them the freedom to share the photos on their own social networking sites and reach young co-workers who may not be members. They will be able to see all the events and access being a member to TSEA allows, such as our annual Lobby Day where the association pays for members to come to Nashville and meet with their legislators at important times during Session to discuss bills that will affect their jobs.
    c. Podcasts - This is a venue we have not yet explored, but one that I feel would be a great asset to growing our membership and appealing to younger members because of the convenience factor associated with podcasts. Information delivered while you can do other things - my generation loves to multi-task, so it would be a perfect vehicle for marketing ourselves. If we have a weekly podcast with our Employee Rights representative, they could give advice to new employees/members on how to navigate the appeals process when faced with a disciplinary action. Or our Executive Director could discuss the impact of the latest changes in policy and how TSEA is working with the Administration to make sure no employees are hurt by the changes. The convenience of having that type of information at your disposal while stuck in traffic to and from work, or to be able to listen to it while running on a treadmill is valuable and will only improve our image.