smithbucklin
smithbucklin
  • Home
  • Success Stories
  • Content By Topic
About Us | Contact Us | Search    
Advocacy
Board Management
Diversity, Equity, and Inclusion
Engagement
Events
Financial Management
Membership
Marketing
Non-Dues Revenue
Advocacy
Board Management
Diversity, Equity, and Inclusion
Engagement
Events
Financial Management
Membership
Marketing
Non-Dues Revenue
our perspectives

The Importance of Your Association’s Social Media Voice

The Importance of Your Association’s Social Media Voice

September 22, 2021

In today’s society, social media is instrumental for brands and businesses to increase their visibility. With over 3.4 billion users worldwide, these online communities have the power to help organizations expand their reach and establish relationships. One of the most important elements of building engagement on social media platforms is cultivating an identifiable voice that is specific to your brand.

Developing a voice

Recognizing the importance of developing a social media voice, the National Paper Trade Association (NPTA) – an association serving the paper distribution channel, and specifically its paper merchants – sought to give its posts more personality and leverage the power of digital marketing to keep members engaged year-round – especially in the midst of a year of cancelled in-person events and membership touchpoints. 

NPTA decided to embody a familiar, everyman persona in its social media content while actively upholding the goal of the association – supporting members of the paper community. NPTA’s social media voice exudes authenticity, togetherness, and sustainability while using a strategically playful voice. NPTA began to heavily integrate this next-door, neighbor-like image into the creation of NPTA’s social media content at the beginning of 2021, and NPTA’s posts now feature emojis, common clichés, and alliterations and idioms. This colorful copywriting is often accessorized with bright, visually pleasing pictures.

Boosting engagement

As an association that treasures collaboration, NPTA further developed its social media presence by engaging its partnerships and industry thought leaders. NPTA shares externally sourced content several times each week (never from the same source two days in a row), and consistently incorporate hashtags and mentions to boost engagement. In addition to leveraging external content, NPTA capitalized on its PaperChain Chats, a video series that invites industry leaders to participate in conversations around trending industry topics, leadership initiatives, and more. This original content adds a personal touch to NPTA’s social media channels and brings industry leaders to the forefront of the conversation.

Results

NPTA’s messaging and content makeover has attracted a 15.4% increase in new followers across Twitter and LinkedIn since January 1, 2021. In addition to an increase in followers, NPTA has also seen a rise in impressions and engagements – this year, NPTA saw a 62% increase in organic impressions and an 8% increase in engagements on LinkedIn compared to 2020. As NPTA continues to move forward in 2021, its numbers will likely grow even more due to the choice to incorporate a strategically playful, newly adopted voice and industry-centric content.

content inspiration branding mobile content social media content social media content brand case study brand awareness digital marketing
Madeline Mohatt
Madeline Mohatt
(she/her)
Senior Associate,
Marketing &
Communications Services
Smithbucklin

Related articles

Revolutionizing Safety Standards in the Demolition Industry

Revolutionizing Safety Standards in the Demolition Industry

The National Demolition Association (NDA) developed a guidance document to provide stakeholders with risk management resources for the demolition of power plants. 

READ MORE

Giving Back to Members: A Reciprocal Approach to #GivingTuesday

Giving Back to Members: A Reciprocal Approach to #GivingTuesday

The American Society for Bone and Mineral Research (ASBMR) leveraged the visibility around #GivingTuesday to increase participation in its end-of-year fundraising efforts.

READ MORE

Boost Engagement and Attendance with Effective Infographics

Boost Engagement and Attendance with Effective Infographics

Learn about four ways to create infographics that will boost engagement with your promotional content and attendance at your next event. 

READ MORE

receive news and updates

Subscribe Now

CHICAGO 1.800.539.9740
330 N. Wabash Ave., Suite 2000
Chicago, IL 60611

WASHINGTON, D.C. 1.800.539.9740
2001 K Street, NW, 3rd Floor North
Washington, DC 20006
Visitor Entrance: Corner of L and 20th Street, NW

smithbucklin

CHICAGO 1.800.539.9740
330 N. Wabash Ave., Suite 2000
Chicago, IL 60611

WASHINGTON, D.C. 1.800.539.9740
2001 K Street, NW, 3rd Floor North
Washington, DC 20006
Corner of L and 20th Street, NW

Solutions | people | insights | careers
About Us | Contact Us | Media

© Smithbucklin
All Rights Reserved | Privacy Policy | Website Terms of Use

Login
Solutions
people
insights
careers
About Us
Contact Us
Media
Search