At Kelly Dando Consulting, we believe social media is more than a broadcast tool, it’s a way to build community, spark conversation, and celebrate people. Behind this effort is Kelley Crawford, who manages our social media strategy and brings both creativity and intention to everything she does.
Kelley holds a BA in Mass Communication from Louisiana State University and an MSc in International Development from the University of Amsterdam. She is passionate about strengthening bonds within communities, a passion that shines in her work every day. Outside of work, you can often find her outdoors, hiking with her German Shepherd, Harlow.
Recently, Kelley authored Trends in Social Media 2025, where she explores how associations can embrace more authentic, people-centered engagement. Her insights highlight the shift from one-way announcements to conversations that spotlight members, share real stories, and create space for interaction. She also emphasizes the growing importance of platforms like LinkedIn, Instagram, and TikTok in transforming how associations connect with their members.
Kelley reminds us that associations thrive when they celebrate people first. Member spotlights, behind-the-scenes moments, and collaborative posts don’t just build engagement, they build trust and belonging.
We’re proud to have Kelley guiding our social media efforts at Kelly Dando Consulting, and we’re excited to see how her vision continues to strengthen the communities we serve.
What trends are you seeing right now in social media that associations should pay attention to?
We’re seeing a clear shift toward authentic, community-centered content. Members don’t just want polished announcements; they want to see themselves reflected in the conversation. That means moving from broadcast to dialogue, spotlighting member stories, sharing behind-the-scenes moments, and encouraging participation through comments and collaborative posts. Associations that position their social channels as a gathering place rather than a bulletin board are building stronger connections and deeper trust.
How do you see platforms like LinkedIn, Instagram, or TikTok changing the way associations engage with members?
On LinkedIn, we’re seeing associations use the platform less like a press release board and more like a professional learning hub. Sharing member experiences, spotlighting career journeys, and initiating discussion on industry challenges turn LinkedIn into a place where members feel they are gathering rather than just reading information.
Instagram is about visual storytelling. Associations that lean into event highlights, behind-the-scenes reels, and member-generated content build a stronger sense of identity and belonging. It’s less about formality, more about showing the personality of the community.
And then there’s TikTok, which is pushing associations toward experimentation and accessibility. Even if not every organization is posting dance trends, the platform is shaping expectations everywhere: shorter, more informal, and often playful content. For associations, that translates into rethinking tone, making complex ideas simpler, more relatable, and more human.
Together, these platforms are nudging associations away from one-way communication and into multi-dimensional engagement, where members see themselves as active participants in a living, breathing community.
What type of content is performing best for associations in 2025?
In 2025, the content that’s performing best for associations is the kind that feels personal, practical, and participatory. Member spotlights and stories—posts that highlight individuals, whether it’s a new member, a scholarship recipient, or someone volunteering—consistently earn strong engagement. People connect with their peers’ journeys, and spotlighting members builds community pride.
How are audiences’ expectations different now compared to a few years ago?
A few years ago, audiences were generally satisfied with one-way communication like updates, announcements, and formal event recaps. Today, expectations have shifted dramatically. Members now want content that feels personal, immediate, and interactive. Instead of polished but distant messaging, audiences expect to see the human side of associations: candid moments, member voices, and authentic stories that show real impact. They’re also looking for on-demand value—quick takeaways, short-form video, and highlights that fit into busy schedules rather than long, one-size-fits-all updates.
What’s unique about creating social media content for associations compared to businesses?
It’s about celebrating people and building community. Associations are made up of people and get to highlight the members themselves. Spotlighting a volunteer, sharing photos from a networking event, or amplifying a member’s professional milestone all send a powerful message: this association exists for and because of its people. This people-first focus also gives associations the chance to cultivate a tone that feels warmer and more genuine than traditional corporate content. That’s where associations have a real advantage: social media becomes less of a marketing tool and more of a community gathering space.
How do you balance professional, educational posts with fun or engaging content?
Balancing professional content with fun, engaging posts is less about splitting them evenly and more about weaving them together with intention. Associations thrive when their feeds reflect both expertise and personality. Members want to see high-value educational content like policy updates, industry insights, or event recaps, but they also want reminders that their community is vibrant and human. A mix keeps the feed informative and approachable.
What’s your process for turning a conference, event, or member update into engaging social content?
The key to turning an event or update into engaging content is to think in moments, not just recaps. We start by identifying the story points of the event: a powerful keynote quote, a lively networking moment, or a member milestone worth celebrating. Instead of one long summary, we break the experience into multiple posts that highlight different angles—what was learned, who was involved, and why it matters.
Can you share an example where social media really boosted member engagement or event turnout?
One of the clearest examples of social media driving real results came during our early renewal campaign. Instead of a single announcement, we built a rhythm of posts: reminders about deadlines, highlights of member benefits, and celebratory shoutouts to chapters already reaching renewal milestones. The content was people-focused, spotlighting members who renewed early and reinforcing the value of staying connected. The result? Those chapters reported higher early renewal numbers compared to previous years. The takeaway? When campaigns are framed as community achievements rather than administrative tasks, social media becomes a powerful tool for sparking pride, encouraging participation, and turning routine processes into moments of connection.
What do you enjoy most about managing social media for associations?
What we enjoy most about managing social media for associations is the chance to amplify people and build community. Unlike brands that are primarily promoting products, associations get to highlight the members who make the organization thrive—their stories, milestones, and contributions. There’s something especially rewarding about turning a simple update into a moment of recognition. These posts strengthen the sense of belonging that keeps people engaged year after year. Social media becomes less about managing accounts and more about weaving together a digital community.
Which skills are most important for success in social media today?
While strong writing and design remain foundational, success in social media today requires more than just knowing how to post—it’s about combining strategic skills with people-centered perspective.
Organization: With multiple platforms, campaigns, and content streams running at once, being able to plan ahead, stay consistent, and manage details is essential.
Big-picture thinking: Every post is part of a larger story. Understanding how daily content ties into long-term goals like membership growth, event turnout, and sponsorship visibility keeps the work intentional.
Genuine care for people: Social media isn’t about pushing messages; it’s about building community. When you truly care about celebrating members, amplifying their voices, and fostering connection, it shows—and audiences respond.
The strongest social media professionals today are those who blend creativity with structure, strategy with empathy. It’s this mix that turns a busy feed into a thriving community.
If you could give one tip to an association just starting their social media strategy, what would it be?
If we could give just one tip to an association beginning their social media strategy, it would be this: start by focusing on your people, not your posts. It’s easy to get caught up in questions about platforms, algorithms, or design tools, but the most successful strategies are built around community. Think about what your members want to see, celebrate, and share. Highlight their stories, feature their achievements, and invite their voices into the conversation.
When your content feels like a reflection of your members rather than just information pushed at them, you’ll naturally build engagement, loyalty, and momentum. The tech and tactics will evolve, but a people-first approach never fails.
What’s a campaign or post you’re most proud of creating?
One of the campaigns we’re most proud of is our ongoing focus on mental wellness and suicide prevention in construction. This is an issue that’s deeply important for the industry, and using social media to bring awareness and spark conversation has been both powerful and humbling. Instead of treating it as a one-time initiative, we’ve built it into a sustained presence—sharing resources, spotlighting industry partners, and weaving in reminders that mental health is just as vital as physical safety. Posts that feature real statistics, supportive messages, and calls to check in on colleagues consistently receive meaningful engagement.
How do you stay creative and inspired when working across multiple associations and platforms?
We draw inspiration from the members themselves—their events, milestones, and achievements. A scholarship recipient in one chapter, a community service project in another, or a leadership spotlight in a third all provide unique angles that spark ideas. By focusing on people and the moments of their lives, the content never feels redundant.