The stats are out! Kellen, a global association management and communications company, recently released its third annual Social Media Impact Study, which uncovers the use of social media by associations.

Associations Are Smarter with Social Media

After surveying 439 organizations in the U.S. and Europe, Kellen found that, overall, organizations are becoming not only smarter in their use of social media, but braver. They’re sharing more video content, leveraging Twitter to engage with opinion leaders, experimenting with crowd sourcing and more.

Survey Takeaways

Other key takeaways from the survey include:

  • 29% of associations are using instagram (19% in 2014)
  • 73% are using YouTube (67% in 2014)
  • Almost a quarter of associations are on Pinterest
  • 24% dedicate more than 10 hours per week on social media
  • 94% of associations are using social media to engage with members
  • 59% are using social media to recruit new members
  • 62% measure the impact that their social media efforts have on membership numbers, engagement and growth (58% in 2014)

So What Does It Mean?

It means that social media isn’t going anywhere – it’s actually expanding. It might be time for your association to adopt a formal social media strategy.

With so many organizations experimenting with different platforms – Instagram, Pinterest, YouTube, etc. – you can’t afford to be MIA. After all, it’s how these organizations are recruiting and engaging their members.

If you need help engaging your members via social media or other tactics, check out our free member engagement guide below!

And for more insights on the use of social media by associations, download the complete 2015 Social Media Impact Study here