Sep. 18, 2009 - Seven Steps to Building an Association Online Community: Step One
In this series of articles, I’m going to explore with you some steps involved in launching an online community in your association. There are a series of incremental planning steps you can take as the organization manager, actions which will really assist you in building an asset which is truly capacity-building for your association.
Many association execs have ooohed and aaaahed at various seminars and education presentations over the course of the last couple of years: ‘social media’ is the new buzzword in management circles. But like any other shiny new toy, the glitter can fade quickly once the reality of daily living sets in. Who wants to tweet about the joys of collecting dues or the excitement of revising bylaws? Clearing the meeting room clutter after yet another RPAC Fundraiser just doesn’t make it for fascinating Facebook contribution to share with family and friends.
Of course, the goal in this case is much more comprehensive than a tweet or text message: you are using social media tools to build an online community. Like any other project you might introduce into the organizational culture, building an online community needs planning. Step One is predictable: define your objectives for building such a community in the first place.
Here are a few suggestions to think about adding to your list of goals:
Attract and empower volunteers, especially younger members
complete better association work through more feedback, more open participation, more voices
better track committee tasks and objectives
meet people where they are, not where you are
communicate faster, do work faster, accomplish things faster
improve outreach, communications, engagement
make your organization friendly and inviting
have a safe space for open, honest communication between staff and members (inside the organization, not in the parking lot)
get out of the way (as staff) and let work happen
assist members who don’t travel by getting them involved in ways that does not require face-to-face presence
let all members know (even the ones who don’t participate in the online community) that things are happening in the association!
I’m sure you’ve got other goals in mind—now’s the time to make a list. Write them down, every one you can think of, and then highlight the four or five objectives you think are the most productive to the association. Go ahead. It will only take about five minutes. Then you can go on to Step Two.
A behind the scenes look at organized real estate--what works in an association, what doesn't, and what a long time AE sees as challenges facing the industry from the viewpoint of its professional organization.
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