Maximizing Use of Social Media to Improve Member Engagement in a Professional Organization

Document Type

Article

Publication Date

2020

Publication Title

AANA Journal

Volume

88

Issue

6

Pages

473-478

Abstract

The North Carolina Association of Nurse Anesthetists recognized concerns surrounding decreased member engagement and communication. Member engagement and communication is the lifeblood of an organization and is directly related to the success of an organization's outcomes and goals. Revamping of social media is a cost-effective method to help increase membership engagement and communication. The purpose of this project was to identify Certified Registered Nurse Anesthestist membership preferences for social media--based communication and engagement through the measurement of activity levels based on Facebook posting content, feature, and time. Therefore, a literature review and retrospective analysis was conducted. Results revealed that posting content of public relations/advocacy, the feature of tagging, and the time of week was influential on audience engagement on the association's Facebook account. The aims of the project were met. Social media allows organizations to employ various features and techniques to increase member engagement and communication. To successfully use social media to engage and communicate with members, organizations will need to continuously analyze and adjust their social media posts.

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Original Publication Citation

Peixin, W., Morgan, B., Packard, P., Goode, V., & Tola, D. (2020). Maximizing use of social media to improve member engagement in a professional organization. AANA Journal, 88(6), 473-478. https://www.aana.com/docs/default-source/aana-journal-web-documents-1/20-dec-wang.pdf?sfvrsn=59cb3be6_4

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