Samenvatting

Social media have become an important element of modern society in a short period of time. Social media are online tools to connect people; it implies the development of publication to conversation and from sending to dialogue (Social Media Update 2010, 2010, p.2). It is important to keep in mind that social media should not be a goal but a medium in order to reach a goal. The most important reasons for companies to use social media are: customer communication, branding, generate website traffic, and research. All these elements are connected with each other as one can lead to the other (Toepassingsmogelijkheden voor social media, 2009, par.2).

The Dutch Interior Institute, hereafter referred to as the D.I.I., wants to use social media for branding, customer communication, and online community building to generate conversion - more members for the organization and more participants for the activities. By using the Social Media Trinity - blogging, micro-blogging and social networks -, the D.I.I. can gain maximum exposure and build an online audience containing its current members and potential members. The use of the Trinity can create brand, service, or product loyalty amongst the stakeholders. It can generate positive reputation and social prove of the benefits of being a member of the D.I.I. Besides, it is a way to communicate and receive feedback for quality control and improvement (Gerber, 2011).

Improving the blog on its own website can help the D.I.I. build a trusted following, allow branding in a strong environment, and frequently set the blogger up as a perceived industry thought leader (The Social Media Bible, 2010, p.687). Micro-blogging - Twitter - can be used to send out short regular updates about the latest trends, news, and activities within the branch. It is a quick and easy way for the D.I.I. to share its knowledge and information, but also a medium to reach many people, to network, and to receive instant feedback. A social network offers the D.I.I. members a new way to interact with each other as well as with the organization. The D.I.I. should build an online community on its own website and on LinkedIn for members to feel like they are part of the organization's network and to get to know each other better.

Return on Investment of social media is not always obvious, but there are several possibilities to check the effectiveness of the social media activities and the D.I.I.'s online presence. Google Analytics can measure conversions on the D.I.I.'s website. The success of the social sites can be measured by the amount of followers and through (online) questionnaires when potential members register or when current members participate in activities. If the conversions are clearly determined and checked, the Return on Investment of the use of social media will ultimately be more members for the D.I.I.