Blog - Arc 3 Communications

Why Advocacy at the Local Level is Crucial to Your Association’s Success

March 22, 2021 By Paul McNally Leave a Comment

Local government is very important to associations when it comes to the municipalities in which their industry members have a presence. Legislation that affects economic development, employment, operations, taxes, and more are decided at the local level. There is often important legislation that impacts how an industry can operate within a municipality in which it is located, and these can either benefit or hinder the marketplace for their industry and their members’ success.

When it comes to advocacy and policy issues, many think the most important action takes place at the state and federal levels. This is not always the case; some of the most important and influential work happens at the local level; in fact, many are saying in the age of COVID 19 that local is becoming the new state. The municipal and county level is often the starting point for policy ideas and from there they then expand to the state and federal levels. To be successful, your advocacy efforts must be comprehensive, and include strategies for the local level as well as for the state and federal levels.

Associations have started to shift advocacy resources and efforts to the local level to keep track of the issues important to them and their members. Whether it is a local ordinance that supports an association’s goals or threatens them, it is important to have strategies in place to either fight or support local legislation.

Writing letters, calling, and scheduling meetings with your local elected officials are a few grassroots level things you can do to advocate. Even in the age of COVID-19, you can still make a big impact by setting up Zoom meetings with a Mayor or City Councilman to discuss matters that are important to your association.

Grassroots efforts are very important for any association. Making sure you stay in the loop regarding local ordinances and issues that may affect your members is vital to keeping members happy and making sure your industry is successful in the municipalities it operates in. State and federal level advocacy garners headlines and attention, but the local level is closest to the people and where the most impact can occur. With many issues beginning at the local level, it is imperative to have a strong comprehensive strategy and action plan.

For help with your association’s advocacy efforts, contact us at https://arc3communications.com/contact-us/.

How to Increase Association Members’ Value with a Strong Content Strategy

March 19, 2021 By Paul McNally Leave a Comment

Content strategy is vital for your trade association, not only to bring in new members, but also to provide your current members with value for their membership. Just like other aspects of your organization, having a detailed and planned content strategy allows you to develop and put out content in a way that will draw the attention of your audience; attract new members; and provide your current members with valuable resources and information. Creating and releasing content without a strategy makes it difficult to track success; and also makes it difficult for your members to follow your content schedule, or lack thereof.

Below we will discuss ways to put together a content strategy that will allow you to test methods and see results. This will help you plan, create, and track your content marketing efforts and make tweaks where needed to reach your goals.

Planning and Goal Setting

First things first, you have to work with your team to pinpoint the ultimate goals you are trying to reach with your trade association’s content marketing efforts. Whether you are trying to bring in new members, raise awareness, provide value, promote an event, or a mixture of things; having them laid out allows you to plan your content efforts with these goals in mind. This lends purpose to your content creation and distribution strategy, instead of just posting content to get it out there.

Part of this process is identifying your audience. Consider the age range, background, profession, industry, and any other contributing factors that may affect the type of content you produce. These attributes may also influence the channels you choose to use to distribute your content. Researching information such as this Pew Research Center study on social media use and demographics, can help you decide the appropriate channels to reach your specific audience.

Content Types and the Popularity of Video

When it comes to the types of content you create and distribute, you may need to experiment to
find out what works for your audience. While blogs and e-newsletters are good staples of content marketing for everyone to have, other content forms such as infographics, videos, photos, live-streams, webinars and more can help diversify and give your content strategy what it needs to cut through the noise. With so much content competing for your audience’s attention, the more you can stand out and draw members’ attention to you, the better. You may have to test multiple content types to gauge what gets the best results.

One of the most popular content forms now is video. According to Small Business Trends, 93% of marketers say video has brought new customers. With current video recording technology, it is possible to make professional looking videos straight from your cellphone. There are a number of different ways you can take advantage of video such as vlogs, behind-the-scenes, interviews, Q&A sessions, how-to videos, and many more. No matter the content path you choose to take, video is a good choice to have on your list.

Content Schedules, Calendars, and Consistency

As you create content, it is important to create a schedule for releases and posts. A good tip is to create and implement a content calendar that keeps track of what content is being posted, on what channel, and on what day. This helps you further strategize by allowing you to plan in advance what content you’d like to share. For example, if you have an upcoming virtual event, you will want to plan content regarding that event strategically leading up to it in order to recruit attendees.

Content buckets are a helpful strategy for organizing your content. Content buckets (remove link) refer to sharing certain subject matter on specific days of the week and can also be planned and tracked through your content calendar. For example, you can decide to always share association news on Monday’s, employee stories on Tuesday’s, industry how-to videos on Wednesday’s and so on. This way your audience will know when to look for the content that is most important to them. Your content buckets can also be tested and changed depending on performance. Always try to have a reason behind your strategic decisions to get the most ROI for your content efforts.

Consistency is key to a successful content strategy. As a trade association, you want your members to get as much value for their membership as possible. You also want potential new members to see that you are the leading authority for your association’s industry. In order for this to be possible, you have to consistently provide new and quality content on a regular basis. If you have an active blog that you post to once a week, try to find what day and time gets the highest traffic, and consistently post your new blog every week on that day and at that time. Again, this allows your members and the rest of your audience to know when to check back for new content.

One Size Doesn’t Fit All

When it comes to content strategy for your trade association, there is not a one size fits all strategy that works for everyone. If you need help creating and implementing a content strategy that works for your association and would like to learn about our content marketing services, contact us here.

How to Hold Successful Virtual Meetings with Your Legislators

March 5, 2021 By Paul McNally Leave a Comment

Lobbying is a key aspect of any state’s legislative session. Traditionally, lobbying and advocacy involved going to the state capitol and forming and maintaining relationships in the attempts to persuade to have a bill passed or killed. This has changed drastically since the COVID-19 pandemic hit last year. Many state capitol’s have put in place limitations and restrictions to meet safety requirements during the legislative session. Many of the traditional ways to meet with lawmakers such as legislative receptions and special days at the Capitol have been taken off the table, leaving many lobbyists and citizens lost as how to participate in the legislative session.

Many new communication techniques have come into play since COVID-19 reared its ugly head. One is familiar to many, the virtual meeting. Zoom has become a commonplace in the daily life of many people. From business meetings to family visits, Zoom has been utilized to connect people during a time of social distancing and shutdowns. This includes communicating with legislators, and when doing so, you should know how to conduct the meeting.

Below are some tips and tricks for having successful Zoom calls with legislators during the legislative session and how to present yourself and make a lasting impression.

Familiarize Yourself with the Virtual Meeting Software

If you are a frequent user of Zoom or Microsoft Teams you may be well versed in all the features and functions of the platforms; but if you are not, take time to learn before your meeting. The respective software websites and YouTube how to videos are great resources to ensure you know how the program works and the many features that it has. Be sure to know where the mute button, share screen button, chat button, and other items are located and how they work. Also be sure to understand how to join into a chat and how to make sure your microphone and audio is set upon entering a meeting. This way if you find yourself muted, you will know how to unmute quickly without keeping your legislator waiting while you try to figure it out.

Keep Virtual Meeting Software Up to Date

A big item when using virtual meeting software, whether you use Zoom, Microsoft Teams, or any other form, is making sure you keep the software up to date. Check an hour ahead of your meeting time to make sure there are no last-minute updates that need to be made. You do not want the time to come around for your important call with a legislator only to be late because you had to spend time updating the software.

Do a Visual and a Sound Check

It is important to login early to perform a visual and sound check to make sure your camera and microphone are working properly. There is a test feature on most virtual meeting software that allows you to record a short clip and play it back so you can hear how you sound to the other party. This will help you adjust levels as needed so you are not too loud or too quiet during a meeting. There is also the ability to test your camera and make sure you do not have any unwanted filters or backgrounds activated and that your lighting and positioning are ideal. Doing this before every meeting is a good idea in case there are any issues that need to be resolved prior to your meeting time.

Avoid Silly Filters

A video went viral recently of a lawyer meeting with a judge on zoom and he had a cat filter turned on that made him appear in the meeting as a talking cat. While the video was amusing to those watching, this kind of mishap could cost you your credibility with a lawmaker. This is why it is best not to mess with these sorts of filters on a professional account that you use to conduct meetings. If you are unaware of how to deactivate these filters, it is best to not mess around with them at all, as once activated, they will remain activated on all future meetings until they are disabled manually.

Use Backgrounds Wisely

Virtual backgrounds can be useful for helping to provide a more professional feel if you are calling from a home bedroom for example. Virtual backgrounds are images that can be downloaded and used to replace your actual background in a video call. It is wise to test these out before the call to make sure they work visually and don’t cause any hiccups or distractions. Sometimes, depending on the device you are using for the meeting, virtual backgrounds can glitch or not work at all. This is why it is always important to test anything you plan on using during the meeting, beforehand.

Technical Issues Will Arise, Don’t Panic

Just like with all technology, it will work perfectly until you need it to. There are apt to be issues that are out of anyone’s control such as disconnects, lags, and other technical issues. Do not panic, do your best to ride out the issue and if you get disconnected, attempt to rejoin the conversation. If it gets to a point where the meeting is completely dropped, email or call your representative, apologize and see if he or she is willing to retry the meeting. If worse comes to worse, see if you can complete the meeting over the phone and apologize for any inconvenience. Again, things happen so don’t panic, do your best to resolve the situation and continue the meeting as best you can.

According to many, virtual meetings are here to stay. While lobbying and advocacy are most effective face-to-face, many legislators may take to virtual meetings as they can be more convenient, and they can fit more into a day. This isn’t to say you should not try to schedule in person meetings in the post-pandemic world, just be aware that lawmakers may prefer this method far into the future.

Need help designing a Zoom background for your organization or brushing up on your virtual advocacy messaging, content and presentation skills? Contact us here.

How to Get Your Trade Association’s Content in Google’s Search Position Zero

February 22, 2021 By Paul McNally Leave a Comment

In recent years, Google has been trying to find ways to get people the answers they are looking for without having to leave the Google search engine results page (SERP). One way they use to achieve this is the featured snippet. These can appear with traditional Google searches or voice searches which are growing in popularity. Featured snippets are boxes of text that answer a query and appear above the coveted top three results on the SERP. This has come to be known as “position zero”. These featured snippets pull the answer to the query from a content piece on a website and post the “snippet” along with a link to the full piece in a box at the top of the page. This allows people to get the answers they are looking for quickly without having to go to any website, but if they wish to know more, they can follow the link to the full piece.

While there is no exact science to getting your association’s content into featured snippets, there are things you can do to greatly improve your chances.

Understanding What a Featured Snippet Is

Before you can begin to think about trying to earn a featured snippet, you should know a few things about them. Featured snippets are usually answers to who, what, when, where, why, and how questions. Google ranks websites and content based on the reputation and factualness of the content and from there pulls answers to feature in the snippet. For example:

If you search “Why join a trade association?”

You will see this featured snippet appeared at the top of the page. This particular snippet was pulled from www.americanbusinessmag.com and features a basic answer to the question “Why Join a Trade Association?”. It also gives the user the chance to follow the link to learn more, thus increasing chances of someone visiting your website.

Snippets can appear in different forms including paragraph snippets like the one above, numbered or bulleted lists, and tables. Which snippet type that your content is featured in will depend on the type of content you create.

How to “Own” the Featured Snippet

As previously stated, there is not an exact science to winning the featured snippet, but there are steps you can take with your association’s content to increase your chances.

Find out what people want to know

For this first step, you really have to think like your audience; this could be existing members or potential members. Think of the questions you receive and try to focus strong content around answering those questions. Again, featured snippets are answers to who, what, when, where, why, and how questions. Keep this in mind when brainstorming potential audience questions. A good resource for finding what people are asking is www.answerthepublic.comwhere you can search specific terms and see what people are searching for regarding that term.

We searched “trade associations” and you can see a part of the wheel we got as a result. This image includes the who and how results. One popular question is “what do trade associations do?” so that may be a good topic for content for you to focus on.

Research Snippets in Your Industry

A good way to find opportunities for snippets for your association is to go to Google and begin typing the questions that you came up with. This will allow you to see if there are existing snippets or if there is an open opportunity for you to own the snippet. Even if there are existing snippets, if you tailor you content right, you can still take control of that snippet. Also be sure to pay attention to the “People also ask” section that appears further down the SERP. Below is the “People also ask” box that appears when we entered the question “What is a trade association?”

This section also pulls from existing content online so there is also potential to have your content featured as an answer here as well.

Strong Website, Strong Content, Strong SEO

One of the most important factors in having your association’s content chosen for the featured snippet is making sure your website is optimized, easy to navigate, and functioning well. This is one of the first things Google looks at when determining whether your page should appear on the first page of the SERP or in the featured snippet. If your website is slow and not user friendly by Google’s terms, even if your content is outstanding, you may be overlooked when it comes to the featured snippet. Not only that, but your website will get pushed further back on the SERP making it hard to find and less likely to be visited.

Also, devoting time to keyword research and using popular keywords in your content will help not only win the featured snippet, but also rank you higher on the Google SERP. Using backlinks, cross-linking, and releasing content consistently and regularly can also go far to increase your ranking and raising you up on the search engine results page (SERP).

You Can Do It

It takes work, but you can earn the featured snippets and even improve your position on Google’s search engine results page at the same time. There are many other factors that improve your chances for securing snippets and improving your SEO. If you would like further information or help with your association’s website or content marketing, contact us here.

Content Marketing Internship – Spring 2021

January 28, 2021 By Paul McNally Leave a Comment

Arc 3 Communications, an Atlanta area-based agency specializing in content, digital and advocacy is seeking applicants for a content marketing internship for the Spring of 2021.

Arc 3 is looking for an intern that would like to further their experience in content marketing as a part of our team serving our national clients. Desired skills include knowledge of content creation, social media management tools, WordPress and email marketing platforms; as well as strong writing skills. Knowledge of design tools such as Photoshop, Sketch and Canva is a plus. The Content Marketing Internship would be full time; virtually or at our office located off of beautiful Marietta Square.

Applicant should a be self starter and must be a current college undergraduate or graduate student. Academic credit can be arranged for internship.

We are an innovative agency with a bold vision. If you are looking to gain professional experience in content marketing, please contact our Founder, Patrick Burns at pburns@arc3communications.com

5 Ways Local Governments Can Improve Their Social Media During COVID-19

January 19, 2021 By Paul McNally Leave a Comment

5 Ways Local Governments Can Improve Their Social Media During COVID-19

COVID-19 has created a major shift to digital when it comes to the way local governments provide services for and engage with their citizens. Local governments are tasked with keeping their citizens safe and informed both regarding the COVID-19 pandemic and the other many services they provide. Local governments must also be responsive to their citizens’ concerns while also working to keep the calm and provide reassurance during challenging times.

One tool that can be utilized by local governments are their various social media pages. Facebook, Twitter, and Instagram are great ways to keep in communication with citizens while also providing important timely information and creating an open dialog for people to voice suggestions and concerns. Below are five useful ways your team can begin utilizing your social media during COVID-19 and beyond.

Emergency Alerts, News, COVID-19 Updates

In these times of uncertainty, it is essential to be able to relate any emergency alerts, updates, and new COVID-19 developments to your community as quickly and efficiently as possible. Not everyone has social media, so it should not be your main line for communicating these items, but it is a useful channel. This can be anything from severe weather warnings to school closures due to COVID-19.

It is important when relaying this type of information to do so in a reassuring and confident tone. Make sure to avoid use of all caps, exclamation marks, or language that may cause panic. You do want to be sure people are aware of any danger or risks and take these seriously, but it is also good to let them know the local government is doing everything it can to help.

Important Meetings

Though meetings and public hearings may not be taking place in person, many local governments are holding official public meetings through Zoom and other virtual meeting platforms. Making sure your citizens have plenty of notice of upcoming virtual public meetings as well as all the necessary details, such as Zoom links and passwords, is crucial to making sure people in the community have the opportunity to attend these meetings and provide public input.

Posting this information on your social media accounts can also allow you to gauge public interest in a policy or topic, answer questions, and get an idea of the things people are saying about an issue by viewing the likes and comments. Be sure to keep a close eye on the comment section, so you can respond in a timely manner and answer any questions that may arise. Speaking of comments, have clear conduct guidelines in place to avoid any misinformation or inappropriate posting on your government’s pages.

Be Open and Responsive

With many local government buildings having limited access to the public, many people may have trouble getting in contact with local officials they would like to talk to. It may not be possible to respond to every comment on each post; but utilizing apps such as Facebook Messenger allows for citizens to send direct messages. These should be checked and replied to in a timely manner as this will build trust while providing answers and letting the people of your community know their voices are being heard.

You should also have a visible link to your government’s website and contact us page that will allow an email or direct message to be sent if you
are unable to check the social media messaging apps. A great example is Cobb County, Georgia’s Facebook page pictured below, in which they have multiple options for contacting them prominently at the top of their Facebook page.

Assisting Local Law Enforcement

Another important use for local government social media is assisting local law enforcement in spreading any important alerts or information. They can share missing children alerts, be on the lookout (BOLO) alerts, and even public service announcements and safety tips to help keep the community safe. Many local law enforcement agencies have their own social media accounts, but local government can help by sharing any important public safety messages on main accounts.

Traffic alerts, road closures, and construction news can also be shared to help keep people informed of possible detours, traffic patterns, and accidents in their area. This can help prevent frustration and keep traffic flowing smoothly on local roads.

Messages of Hope and Positivity

COVID-19 has been hard on everyone. It is important to provide hope and positivity for the people of your community and let them know that brighter days are ahead. Things such as inspirational quotes, news about successful fundraisers, happy stories from around town, and messages of positivity from elected officials can go a long way in turning the tide of negativity and allowing you to bring some light into your community. Though times are difficult right now, as communities, we can come together and get through it; people need to be reminded that there is light at the end of the tunnel.

Your local government’s social media accounts are a powerful tool for keeping connected with your community and making sure the wheels keep turning. It also allows the people to know their voices are important and being heard. It also allows your citizens to attend local public meetings and be a part of important decisions that affect their community. And finally, it can bring messages of hope and positivity to your community during these challenging times. So please make sure you are utilizing your local government’s social media accounts, and if you need help with strategies and ideas for your community, contact us here.

How to Write a Successful Call to Action for Your Association

October 29, 2020 By Paul McNally Leave a Comment

When it comes to getting members to engage with your content, whether your blog, e-mail newsletter, event sign-up, or donations, your call to action (CTA) goes a long way. According to Associations Now, getting members to engage starts with compelling them to act. It also helps with member recruitment when trying to get people to become members with your association. The call to action is a powerful tool for you to utilize and there are several tips that can help you build ones that are effective and successful in your mission.

What is a Call to Action?

Your call to action is your chance to persuade your current and potential members to do what you want them to do. Think of it as your “Buy Now” statement. You will include this on everything from blogs, to social media posts, to newsletters. As an association, you should also include CTAs on your website copy to recruit new members or get renewals. A well-crafted call to action will have majority of the people who view your content engaging with and completing the tasks you want them to.

Short and Simple, Yet Informative

A good call to action is short, simple, and to the point. You want to make sure that you give enough information to inform the reader and guide them towards the desired action. You want to make sure the benefits are clear, for example:

“Sign up for our newsletter to receive all the latest association news, useful resources, and event invitations.”

Be sure to include easy to follow instructions to complete the action such as a link, a phone number, email address or a form to fill out. This will make it quick and easy for people to complete the action and increase the likelihood they will go through the necessary steps required.

Use Action Verbs

Wording is everything when it comes to the success rate of your call to action. Action verbs go a long way towards leading people to converting. Phrases such as “Sign up,” “Visit us at,” and “Learn more” can prompt people to take the actions you would like them to. Also, using words that show enthusiasm or spark emotion in your members and potential members will help drive action. You should always be willing to be creative with wording and try different methods to find CTA’s that work for your association. The only way to truly know what works is to test your ideas and see which ones are the most successful.

Frequency is Key

Make sure you are consistent with your CTA. This means including it on anything that your members and potential members will be viewing. Social media posts, newsletters, blog posts, and web copy are a few ideal places to include your CTA. The more your message is put in front of your audience, the better the chances are that your members will take action. Feel free to try different tactics and approaches to find what works best for your goals. Keep track of your results with each campaign so you can decide what is successful and what might not be. Every piece you put out should have a form of a CTA present.

Having successful calls to action for your association involves knowing your members and potential members and being able to craft a message that will drive them to act. Whether it’s signing up for the association’s email newsletter, registering to attend the annual conference, or becoming a new member; each call to action should be creative, specific, and intentional. The more you can provoke emotion or enthusiasm, the more likely your audience will be to take the desired action. Every campaign is unique, so try different tactics to find the ones that works best for your association and start getting results, now.

For more help with your association’s needs sign up for our newsletter, follow us on social media, or contact us here.

How to Better Follow Up with Your Elected Officials Now

July 21, 2020 By Paul McNally Leave a Comment

After a successful meeting with an elected official to discuss an issue that is important to you, it is in your best interest to follow-up with that official in a timely fashion. This allows you to keep track on where the issue stands and what is being done to address it; as well as show your dedication to the issue. Below are steps to ensure your follow-up is successful and your issue remains at the forefront.

Send a Thank You Letter

Promptly after the meeting, you should send a personal thank you letter to the elected official. They took time out of a busy schedule to meet with you about your issue, and even if they disagree with your stance, thanking them for their time and being courteous goes a long way. They will be more likely to listen to you on future issues. Be sure to proofread your letter and address to the correct location that ensures it gets into the right hands. Pro-tip: all elected officials, both past and present, are addressed as “The Honorable” instead of Mr., Mrs. Or Ms.

Send Any Information and Materials

In a meeting with an elected official, you may offer or be asked to send additional information and materials on your issue. If there was something you couldn’t answer at the time of the meeting, or if the elected official requested additional information on the issue, make sure you send these in a timely manner. This will show you are credible and dedicated to the issue you are addressing. With these types of follow-ups, make sure the information and materials are clear and well organized and that the information given is cited with sources and credible. Giving inaccurate information can greatly damage your reputation with elected officials.

Set Deadlines, Follow-up

During your meeting, if the elected official is unsure of their position, give them time to think on it and offer to provide them with more information. Inquire about when you should check back in to find out what your official plans to do regarding your issue. When the time agreed upon comes, send a follow-up email and make a phone call checking in on the issue. Be patient but be persistent, remember these officials are busy, if they have not reached a conclusion yet, set a new timeframe in which you can expect to check back in. Keep this process running so you and your issue don’t get overshadowed and forgotten.

Attend Community Events in the District

Town hall meetings and other events are great opportunities to follow-up and touch base with elected officials and gather new information on your issue. If you participate and are engaged in a constructive way, you will build relationships and a reputation that will benefit you. These relationships will not only help you with your current issue, but you are more likely to be heard on future issues as well.

Keep in Touch

You do not want to randomly contact your elected officials too much where you become a nuisance, but a regular well-timed check in email and phone call is recommended. Also, if you learn any new information regarding your issue that you feel may be of help, make sure you contact the office to be sure they are aware of this new information. If these communications are informative and direct, they can go a long way in helping keep your issue on their agenda.

Elected officials are not going to side with you on every issue, but if you always carry yourself respectfully and dignified, they will be more likely to hear your stance. They will also be more likely to view you as a credible source for information on future issues that they may agree with you on. How you follow up with your elected officials at the federal, state or local level after a meeting is important in advocating for your issue and building a strong relationship long term.

How to Safely and Securely Use Zoom for Government Meetings

July 14, 2020 By Paul McNally Leave a Comment

The video-conferencing app, Zoom, has become a daily tool for many people during the COVID-19 pandemic. As cities and state across the country were shutting down to protect against the spread of the virus; state and local governments were trying to find ways in which they could move forward with important meetings while being unable to meet in person.

Zoom became a go-to due to its ease of use; ability to have up to 100 people attend a meeting; and free use for up to 40 minutes. A problem that arose was what became known as “Zoom bombing” where a person or persons gains access to the Zoom meeting by hacking or obtaining the Zoom chat information and causes disruptions to the meeting.

One example of this was during a Kansas City Council committee meeting when a hacker or hackers infiltrated the meeting and began cursing and using racial slurs until the committee was forced to shut down the meeting. Another occurrence was during a Maine’s Children’s Behavioral Health Townhall in which a hacker or hackers gained access and began displaying deeply disturbing and offensive images forcing the meeting to be shutdown.

In addition to Zoom bombings, there have been instances of camera and audio high jacking, in which hackers can take control of a user’s camera or audio device to bug a meeting or even install harmful spyware and malware onto a user’s device.

Instances like these have caused many governments to rethink whether they want to use the platform to conduct meetings. Luckily, there are steps you can take to ensure your government Zoom meeting is protected against these unwanted Zoom bombings. Below we provide a how-to on securing you state and local government Zoom meetings.

Always Password Protect Your Meetings

The easiest way to prevent unwanted intrusion into your government meetings is simple and easy to do; set a password. You have the option to set the password at the individual meeting, user, group, or account level and it is suggested to use a different password for each meeting. In order to do this, log into your Zoom portal and go to the “settings” tab. From there enable “require a password when scheduling new meetings” and Zoom will generate a password each time a meeting is scheduled.

Use a Randomly Generated Meeting ID

When creating a Zoom account, you are provided with your own personal meeting ID you can use to set up meetings. These are not ideal for use for government meetings; especially if planning on public input attendance. It is suggested you do not make your personal meeting ID public. Once someone has your personal meeting ID it can either be leaked or used to gain access to future meetings; instead it is suggested you use a randomly generated meeting id. You can select this option when setting up your meeting.

Utilize the Waiting Room Feature

The waiting room is normally used for individual interviews or one-on-one sessions, it can be utilized to screen participants as they join before allowing them to come into a meeting. This gives the host greater control over session security and prevents anyone who may have obtained the login information dishonestly from joining.

Disable Participant Screen Sharing, Mute Upon Entry

In order to avoid people showing inappropriate things such as happened in the aforementioned examples, disabling attendant’s ability to use screen share can help prevent that. Unless someone is scheduled to share a presentation or visual, going under the “security” tab during your active session and disabling screen share can help avoid unwanted disturbances. Also remember, as a host, you can choose to mute people upon entry or manually mute or unmute a participant during the meeting.

Lock the Meeting Once it Begins

Once the time for the meeting has arrived and everyone is in attendance who is meant to be there, it is a good idea to “lock” your meeting to prevent others from joining. This can be done once the session has begun by going to the “Manage Participants” tab and clicking on “more.” From there you can click on “lock” and this will prevent anyone else from joining the meeting. It can be unlocked at any time if you need to admit anyone.

Evict Troublesome Participants and Report

If someone happens to come into your meeting uninvited or a participant begins causing trouble, you, as the host, can remove that person from the meeting. This should be done immediately upon noticing an issue. All you have to do is mouse over the participant’s name and with the option pop-up chose the “remove” option. After you have done this you can report them to Zoom’s Trust and Safety team who will take appropriate action.

Keep Your Zoom App Updated

As security and functionality issues arise, patches and updates are regularly released to combat these issues. Each time before using Zoom, you should always check to make sure you are updated to the latest version. This can be done by opening your application, going to your profile and selecting “Check for Updates.” The app will automatically scan and install any updates.

Using Zoom for government meetings is a good way to continue with important policy and public engagement processes during these trying times. Zoom is an ever-evolving platform that continues to take steps towards a more secure meeting experience. Making sure you take all precautions to secure your meetings will help prevent bad actors from gaining access and wreaking havoc. Government meetings are essential to keep state, cities, and counties running smoothly, and Zoom is one means to keep the wheel turning until we can all safely meet in person again.

How to Utilize ZOOM to Engage Your Association Members During COVID-19

May 13, 2020 By Paul McNally Leave a Comment

With the current COVID-19 pandemic, many are working from home and annual conferences and monthly and quarterly meetings have been postponed or cancelled. For associations, these meetings and conferences are a major part of what they offer members. This has prompted many to embrace their creativity and take these opportunities online as virtual experiences for their members. One of the challenges, however, is how to arrange a virtual meeting that offers your members the same value as they would get from an in-person event or conference. There are many ways your association can utilize virtual events to deliver value to your members. Below are some ideas for utilizing the Zoom virtual meeting platform for use for everything from group meetings, to continued education presentations, and even annual conferences.

About Zoom

Zoom has grown in popularity and usage due to the recent COVID-19 pandemic. This is because it is a platform that allows people to conduct virtual meetings and allows businesses and associations to continue operating. Zoom allows for up to 100 people to be present in a single meeting and with a paid subscription, unlimited meeting length (free version allows up to 40-minute meetings.) Audio and video capabilities, screen share, text chat function, and break-off rooms allow for many different uses of the platform. With a shift to virtual meetings on Zoom, there are some things to be aware of; and we will discuss those as well.

Zoom Meetings

The most popular use of Zoom for associations, especially during the COVID-19 pandemic, is Zoom group meetings. Zoom allows you to host meetings and invite people to them. These meetings allow for audio and video sharing as well as screen sharing. This is a great way to keep your members informed of policy or membership news or host an informative guest speaker or panel. It is also very useful to hold important meetings with your board members to keep things running as smoothly as possible. Being able to set a password and invite specific people to meetings allows for privacy. You can set a schedule and send out reminders via email of upcoming meetings to ensure meetings are timely and successful.

Webinars and Continued Education

Zoom is also very useful for webinars and continued education opportunities. If your association usually offers courses, classes, or other learning opportunities, these can be done virtually so your members can still take full advantage. Set up much like a Zoom group meeting, you can have a presenter use share screen to show a presentation or have a lecture. The option to allow one person to be on video if desired and mute all attendees, helps prevent distractions and allows a more effective learning experience. Zoom also has the capability to stream live to YouTube and Facebook, so you can reach even more people if you would like to. This way any certifications or credits can still be achieved by your members without any roadblocks to accessibility. Zoom also allows for recording of sessions, so that it may be available later on to members at times convenient to them.

Networking Opportunities

For some associations, a big part of what they offer are networking opportunities. Whether through annual conferences or monthly meetings, networking is a big part of what many associations do. With Zoom, you can allow members to come together; and using the breakaway feature, they can break off into smaller one-on-one meetings and then return to the main group later. Members can also utilize the private chat options to send text chat to other members and exchange information that way. If you have multiple committees within your association, you can set up separate meetings, so people can network with those most beneficial to them.

Zoom Etiquette and Other Tips

When it comes to Zoom meetings, it is very important to conduct yourself like you would during face-to face meetings. There are a few things to consider that will allow you to conduct yourself in a professional manner, and have a successful experience with virtual meetings and networking.

Be aware that your camera and audio are connected until you fully exit the Zoom application. Avoid doing or saying anything you wouldn’t want everyone to see or hear while the Zoom application is running, even if you are not actively in a meeting or think you are muted. Also, dress appropriately, if you would normally dress business or business casual, dress that way on Zoom meetings as well. You may be joining in from home, but you should still carry yourself professionally.

Use discretion when using Zoom backgrounds. These are backgrounds you can download to have displayed behind you during a meeting. Don’t use a flashy or inappropriate background that will cause distraction in a meeting. If you choose to use a background, pick a professional image such as an office backdrop. Also, test out the background before using it in a meeting in case there are any incompatibilities or technical issues.

As we continue to fight against the COVID-19 pandemic, it is important members know you are there for them. You must reach out as much as you can. Offering virtual opportunities is a great way to show value and keep your members informed of association activities. With the uncertainty caused by COVID-19, associations must get creative to keep things running and work hard to show value. Zoom group meetings, webinars, and networking events are great ways to offer members quality opportunities while we get through these difficult times.

For more information, or help with your association’s content marketing strategy, visit www.arc3communications.com or contact Patrick Burns at pburns@arc3communications.com or 678-348-6024.