Why Association Social Media Fails | MMM
If you're responsible for your association's social media, you already know the struggle.
You post sporadically when you remember. Engagement is minimal. You're not even sure if anyone's paying attention. And honestly? It feels like one more thing on an already impossible to-do list.
Here's the truth: most association social media fails, BUT not because you're doing it wrong, because you're trying to do it the same way B2C brands do it. You're not selling shoes or promoting a restaurant. You're serving a professional community with specific needs, limited staff, and a mission that doesn't translate into viral Reels.
So let's talk about why it's not working, and then what actually does.
Why It's Failing Right Now
1. You're posting without a strategy.
Random event announcements, random CLE reminders, random member spotlights. No rhythm, no consistency, no reason for anyone to follow you because they never know what they're getting.
2. You're treating all platforms the same.
What works on LinkedIn doesn't work on Instagram. What works on Facebook doesn't work on LinkedIn. But you're cross-posting the same content everywhere and wondering why nothing sticks.
3. You're only promoting and never engaging.
Every post is "register for this" or "join us for that." You're not starting conversations. You're not adding value. You're just broadcasting, and people tune out broadcasters.
Sound familiar? You're not alone. I've seen this pattern in bar associations of every size. The good news? It's fixable.
3 Ways to Fix It
1. Pick 3 Content Pillars and Stick to Them
Stop posting randomly. Instead, choose three themes your audience actually cares about and rotate through them every week.
For example:
Professional Development: Industry insights, career resources, skill-building content
Community Connection: Member spotlights, impact stories, industry news
Member Value: Tools, resources, or insights that make their work easier
Now your audience knows what to expect. You're not just noise—you're a resource. And when you need to promote an event? It fits naturally into one of these pillars.
2. Show Up on One Platform Really Well
You don't need to be everywhere. You need to be somewhere consistently.
If your members are on LinkedIn, focus there. If they're checking Facebook for community updates, lean into that. Pick one platform, commit to it for 90 days, and show up 2-3 times per week with valuable content.
Once that's working, you can expand. But trying to manage three platforms with no strategy is why you're burned out and getting no results.
3. Post Content People Want to Save and Share
Stop asking "what do we need to announce?" and start asking "what would be actually useful to our members?"
Posts that perform well:
Quick tips or insights relevant to your industry
"Here's what's changing in [relevant regulation/trend]"
Templates, checklists, or frameworks they can use immediately
Behind-the-scenes of what your association does for members
These posts get saved, shared, and—most importantly—they build trust. When you consistently deliver value, people pay attention when you do promote an event or initiative.
The Bottom Line
Your association's social media doesn't need to go viral. It needs to be useful, consistent, and strategic.
You don't need a full-time social media manager or a massive content calendar. You need clarity on what you're trying to accomplish and a simple system to make it happen.
If you're looking at your social media right now and thinking "yeah, this needs help", let's talk. I offer micro-consulting sessions where we can audit your current approach and build a plan that actually works for your team and capacity.
Ready to make your social media work for you? Book a free consultation and let's figure this out together.
