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Associations communicate with members in many different ways including email, social channels, blogs, magazines, members-only networks, podcasts and the list goes on.
On one level, you must be everywhere your members are in today’s world to ensure your messages are being heard. However, it’s better to do a few things really well than to be mediocre at everything.
How do you decide? Metrics. The newsletter with an abysmal open rate can likely go, while you turn up the efforts for the podcast quickly growing its listenership. You need to consistently track performance for every communications vehicle and make metrics-based decisions.
– Colleen Lerro Gallagher, President & CEO, OnWrd & UpWrd