Using technology to keep members connected

As technology plays an ever-increasing role in the way we communicate, the APS looks to social media for new ways to engage with its broad membership and the wider community.

A recent Nielsen report (Neilsen, 2012) on the online participation of Australians indicated that on average Australians now spend nearly 22 hours each week using the internet, and that more than half the population prefer this medium as their primary source of information. Much of this time is spent on social networks, with usage continuing to grow in Australia. LinkedIn now boasts three million registered users in Australia, while in February alone, Facebook recorded more than 10 million unique Australian visitors, and Twitter 1.8 million.

While these figures do not necessarily represent the media consumption habits of APS members, they do indicate the need for the APS to seriously consider the adoption of online communication as a core ingredient in its member communication strategy.

Engaging in two-way dialogue via social media

As more and more APS members start to participate in social networking, it’s important that the APS moves relevant conversations to the medium where members are already spending their time. One of the major benefits of using social media as a communication tool is that it enables more two-way dialogue to occur between the APS and members. By participating in these networks, not only are members kept abreast of APS developments, the APS also receives immediate feedback and valuable insights from members.

This process has already begun. Of course, the fortnightly email newsletter, APS Matters, has existed for some time now, but remains a one-way dialogue. More recently however, the APS has ventured into the social media space, with a small number of Member Groups currently participating in a trial using LinkedIn for discussions within their group. LinkedIn provides a platform for individuals and groups to connect in a closed, private environment, and is well suited to the communication needs of members and the Member Groups of which they are a part.

The APS has recently established a Facebook page for psychology students that has seen encouraging levels of engagement between students across the country, as well as with the APS. The page has more than 700 ‘fans’, and discussion has covered topics such as the 4+2 internship, as well as students sharing advice on how to gain relevant work experience.

To participate, go to www.facebook.com/APSstudents and ‘Like’ the page.
The APS media team is now operating an official APS Twitter account to share APS news with journalists and interested individuals and organisations. The Twitter account is steadily gaining a following, and has already generated a number of media enquiries. If you have a Twitter account, search for @APS_Media and click the follow button to receive the APS media team’s tweets.

The next stage of the APS social media plan is the roll-out of the redesigned discussion forums on the APS Member Groups website. These forums have existed on the Member Groups website for some time, but have seldom been used to advantage by members. It is hoped that the new system will encourage greater member participation.

Greater use of mobile phone technology

With the increasing popularity of smart phones such as the Apple iPhone, Blackberry, and other phones powered by Google’s Android software, more than 700,000 Australians now access the internet on their mobile phone each day.

Mobile visitors now account for 10 per cent of all visitors to the APS website. With that in mind, work has started on an optimised mobile version of the APS website that will deliver faster load times, simplified navigation and content that is easier to consume – all critical factors for an efficient mobile web experience. Having an optimised mobile website also opens new possibilities for future communication tools, such as QR codes (see boxed information for an explanation), which might one day be incorporated into campaigns like National Psychology Week.

The APS will continue to investigate new ways of communicating with its members and the wider community, adopting those methods and mediums deemed effective, efficient and appropriate. Feedback and suggestions for future member communication are welcomed by contacting Sean Mulquiney (email [email protected]) in the National Office Communications team.