I am also surprised this topic isn't rated higher. There are a lot of discussions about the value of social media but less on the implementation and using it to reach specific, measurable goals. Yes there is value in social networking but it is definitely not for everyone. The members of the association I work for are doctors and although we've toyed with the idea of building a private social network, it all comes back to whether or not they would find value and time. Why would they use it? How would this replace/augment traditional means? Are we trying to replace the wrong thing? However, we have realized that our younger members who are not yet full members may benefit from increased participation in social networks from the association to learn more about what we do for them in terms of helping to shape their future careers. I think we should aim more at delivering value (meaning giving them what they want, how they want it and when) than pushing social media tools as the be all end all. For the foreseeable future I can predict with some certainty that hard copy directories aren't going away; rather the assn will need to satisfy those who would like traditional versions and digital versions. I think this would be a great article especially if it addresses the challenges involves with satisfying different member expectations.
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Given all the current experimentation with social media tools and communication, how might we make sure we don't leave a subset of members behind? How do we bridge the digital divide? How do we get some members to give up their hard copy directories, how do we get them used to collaborating online, how do we show them the value of social networking? Do associations have that responsibility at all?
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by Scott Meske, CAE Candidate '09 5 months ago 0 children
I agree with Eric. Multiple levels of social media awareness across geographic (potentially digitally challenged) lines creates inefficiencies in the communication process. Especially when staff is either way out in front of Membership - or way behind.
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by Eric Casey, CAE 5 months ago 0 children
I'm surprised this topic isn't rated higher. I hear lots of stories about assns which struggle with member participation on the social media platforms they have built. Lots of assns have bought into the idea of integrating socmed into their operations. Far fewer are realizing the success they imagined when they began their projects. This article idea seems to be right in the sweet spot for many assns that have begun socmed initiatives and are wondering where all the members are.
Bridging the digital divide almost seems like a separate topic, but also a worthy one for consideration. Increasing numbers of people are embracing social media, but not everyone -- particularly in assns where the demographics skew older. For many assns, this presents a challenge. Social media platforms are more often an addition to existing programs, not a replacement. How do you engage members in new ways while still meeting the needs of existing members who aren't yet ready or willing to use the new platforms? Can you do everything well when you're serving more masters with the same level of staffing? How do you make the difficult decisions?
