In her 2010 book, Amber MacArthur wrote about the ABCs of social media: Authenticity. Bravery. Consistency.
And during her ACUC General Session keynote Wednesday, MacArthur admitted, “about 70% in that book is irrelevant today.”
That’s why when she discusses social media and technology trends, she quotes race car driver Mario Andretti: “If everything seems under control, you’re not going fast enough.”
MacArthur, president of Konnekt Digital Engagement, offered eight social media best practices:
Protect your digital reputation. Musician Dave Carroll witnessed United Airlines baggage handlers “chuck his Taylor guitar.” When he complained about the damage, he received no response from the airline. So he made his own video on YouTube: “United Breaks Guitars.” According to MacArthur, “this was the moment things changed” in the social media world.
Put the right person in charge. Don’t allow accidental tweets to damage your reputation. If you use a social media dashboard, don’t combine personal and business Twitter accounts, for example. And create social media policies.
Follow contagious trends. Don’t reinvent the wheel, she said. “Study Like a Scholar”—a YouTube video about the library at BYU—is a takeoff on an Old Spice commercial. When credit unions gather in Denver next year, MacArthur hopes a credit union will have done its own version of this video.
Beware of the social media storm. Be mindful of national and regional events, such as a Superstorm Sandy, that might make your social media efforts inappropriate. “Social media distribution happens quickly,” she said.
Increase visual social media. Adding video or pictures to your social media will bump engagement by 50%.
Set member expectations. “About 42% of Twitter users expect answers to questions within an hour,” MacArthur noted. That’s not realistic. Manage expectations like Florida Power & Light Co. does, by posting Twitter hours.
Share authentic moments. Tell stories about your community and member service.
Build a mobile-friendly home base. How does your home page or website display on mobile? “That’s where you should be driving everybody to,” she emphasized. Responsive design websites will give you that flexibility no matter which device members use.
MacArthur now has a new slate of ABCs:
Adapt quickly. Lucky Charms remixed old commercials and found a new audience on YouTube.
Be responsive. Oreos quickly created a new commercial in the wake of the Super Bowl blackout last year (“You can dunk in the dark.”)
Create value. She used her #CUNAChat several weeks ago as an example, adding value to messages she planned to share today.
The social media maven concluded her session with a video of her son, who at 5-1/2 years old was discussing the game Minecraft on his personal YouTube channel. He represents your next members, she said. “A lot of us have a lot of work to do to be ready for them.”