In an interview with Association Trends, AICPA social media and member engagement strategist Stacie Saunders focused on how social media is affecting communication strategies. She explained that the AICPA strategy is tailored around the members’ wants and needs. Social media has become an easy way for members to access information, so the AICPA had to integrate it into their strategy as a prime channel of communication. Since no social media campaign or platform is the same, she gave some tips to those just getting started on social media. The most important being to know who your members are, and what platforms they prefer. After that, you can break down a strategy, keeping in mind how it will affect your current marketing plans and how you will measure success. Finally, she concluded by talking about how social media can enhance a conference experience. By setting up a campaign before and after the conference, the organizer can generate buzz about the conference and gain feedback on the most popular sessions and takeaways.