March 14 Press Release


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Press Release

Nearly Three-Quarters of Associations Used

Social Media Tools in 2011

Adoption by Smaller Associations Lags

 Contact: Andrew Roscoe, Managing Partner., 202-345-3085

March 14, 2012 - Nearly three-quarters of associations used some form of social media communication in 2011. There are wide variances in adoption rates by industry group and size of organization, reflecting diversity in need and capacity among associations. Associations indicate that they will increase investment in social media in 2012 and 2013 according to Social Media Use by US Associations:  Benchmarks and Practices, a new white paper by the marketing and management consultancy One Orange Feather, Inc.

One Orange Feather undertook a detailed study of more than 250 associations in late 2011 to determine their use of social media and related Web marketing tools.  The firm also conducted a detailed survey to explore budgetary and management issues with a panel of several dozen association marketing executives.

Major findings include:

»  Almost three-quarters of 250 associations surveyed used some form of social media marketing in 2011 (defined here as Facebook, Twitter and LinkedIn).

»  Association adoption rates increase with association annual budget levels, reflecting the capacity of larger associations to invest in technology and marketing.

»  Facebook and Twitter adoption by associations correlated highly with associations’ budgets.

»  Among our panel of two dozen associations giving detailed interviews, 58 percent will invest in social media in the next budget cycle. Within this group, the average investment in social media is projected to be 12 percent of their Web budget.

Social Media Use by US Associations: Benchmarks and Practices available for download at One Orange Feather Research. The white paper also examines the industry sectors in which associations are more likely to adopt LinkedIn, and the key barriers faced by firms implementing social media programs. 


One Orange Feather, Inc. specializes in providing marketing and management solutions to the trade association, technology and government sectors. From message development to targeted channel distribution, we create integrated solutions with the broadest reach to create memorable impact.

© 2012 One Orange Feather, Inc. Contact Us.