Guest Author: Tim Ebner, Associations Now
At TRSA, it’s the CEO’s job to think critically about audiences the association wants to reach through a revamped content strategy. Here’s why he does it—and how he fits it into his workload.
Last week’s Membership Blog post focused on member engagement and the “passivity problem,” but there might be another type of passivity hindering your membership success—a CEO who’s not helping to guide the organization’s content strategy.
At TRSA, the association for the linen, uniform, and facility services industry, President and CEO Joseph Ricci, CAE, plays an active role in content, including thinking through new ways to target nonmembers and members’ customers through digital channels, particularly social channels like Facebook and LinkedIn.
TRSA’s strategy rolled out last year, and it’s led to a new weekly meeting where Ricci and his content team huddle for 15 minutes on Fridays to track how audiences are engaging online. The routine keeps Ricci in the mindset of his members.
“It’s a kind of fun way to see what the content trends were for the last week or last month, and it helps to drive future stories.”
The outcome speaks for itself. In one year, TRSA’s Facebook traffic went from two to 22 daily visitors. Its digital newsletter, Textile Services Weekly, has twice the readership today—more than 10,000 subscribers—than it did a year ago.
