What If Your Association Does Not Experience the Halo Effect?
Member engagement is one of the core essentials that an organization must prioritize to keep members and to attract new ones. Truly engaged members will spend more time on your platform, whether that is reading blogs, watching videos or purchasing specific member benefits. When keeping members, and even non-members engaged, it is important to understand some basic rules of psychology. For example, a confirmation bias is, “the tendency to interpret new evidence as confirmation of one’s existing beliefs or theories”. This is important to consider because individuals interpret everything through their own lenses, which will be affected by their existing beliefs, experiences, and perspectives.
One such bias is called the halo effect. Below we dive into the effect, how organizations benefit from it, and what to do if your organization does not.
What is the Halo Effect?
The halo effect is a bias in which a person’s overall impression of something (company, person, product) influences an impression of more specific characteristics.
Check out this Moz article about how the halo effect relates to brand awareness and SEO.
For instance, if a person is received in a positive light by their associates, then when something more neutral arises, the receiver will view it more positively. An observer will bend their judgement so it aligns with the positive (or negative) view that they have of a person.
What does that mean for your association? If your members have an overall positive feeling toward you, you will reap benefits from your halo effect without even realizing it. For instance, they will view your thought leadership in a more authoritative manner, and they will be more forgiving when you make mistakes.
Ensuring that your members have a positive view toward everything about your organization is important to the perception of your organization’s positive disposition.
Read a related blog post about leveraging online communities.
How do I know if my organization has a halo effect?
The first step toward maximizing your halo effect is to understand how well received your organization is among your current and prospective members. If you have an online community, it is a great resource for this intel.
Is engagement high? How are people referring to your association? These are the types of things to look out for.
What if I’m not liking what I’m seeing?
Beyond gathering the needed intel, your online community also serves as a potential place to adjust your reputation if it’s not quite a halo that is surrounding your organization.
One really effective way to positively increase the perception of your organization is to ensure that all member questions are answered thoroughly, and in a personable manner. This will be especially effective if higher ups in your organization, such as your CEO, spend some time in the community answering questions as well. Even better, he/she can even record videos that are posted, or write blog posts. You'll be communicating to your members that you're listening, and you're engaged in what they have to say.
Community engagement is so core to growing an organization. We provide a major solution to foster member engagement and create two-way dialogues that an organization can use to their advantage.
Contact us to see how we can help boost your community’s engagement!
Written by Christian Britto
Christian is the Operations Manager at rasa.io
We created rasa.io because we fundamentally believe that up to now, the approach most associations take to online community building has been far too narrow. Networking, resource sharing, and Q/A are just a part of the online community experience, so we created a platform the puts member engagement where it should be - at the heart of your association’s community.