Jun. 12, 2009 - Dorothy, We Aren't in Vermont Anymore...
Your association have a problem? An over-riding concern that needs to be discussed and examined by the membership as a whole? Let’s say it’s an issue of whether or not the association should take a position on the location a proposed new highway in your community. There’s lots of public discussion about it, and the issue directly affects property values and development in your city. Some of your members think the association needs to have its voice heard, and other members cringe at the thought of speaking up and potentially offending future buyers and sellers. The association’s Board of Directors can’t make up its mind, and the media is at your door. Clearly, this is discussion time.
The Board proposes a questionnaire to the members (“Let’s survey the troops!”). Sigh. You know that most people won’t answer a survey, and even if they did, compiling and interpreting the results is a labor-intensive staff job which will result in very little real help to the decision makers. You think that a live discussion would be more meaningful, but you know that many members will not drop everything and drive a half hour one way to a meeting—even if you promise free food.
What to do?
Technology presents you with options. And technology now is cheap or free. Let’s have a look.
1.Find out about Ustream. Basically, you can broadcast live streaming video, for free, using your cell phone if you wish (or something more sophisticated.) Viewers can watch on computers, cell phones, and wireless handheld devices simply by logging in to the Ustream video channel. It’s easy to use: the site tells you that anyone can do it in less than two minutes. (Hmmmm). So, you decide to hold an open forum about this highway project, complete with guest panelists. ‘Ustream’ it so your members can be informed, and ask them to email or phone in comments after the show.
2.Use YouTube. Perhaps you’d rather not go live (always a leap of faith). Perhaps a better way of holding a forum might be to ask members for comment or questions, and then do a video recording (using your new flip video camera purchased for under $60). Upload the recorded answers to YouTube and broadcast the link to the members (or hotlink it in your newsletter. Or both.).
3.Write a blog, using member questions. The question-answer format is always a popular one: it’s easy to read and get straight to the point that’s on someone’s mind. Caution: keep your answers short and to–the-point, objective and informational. And note: it’s ok for the association exec to blog—don’t just leave it up to the president. Let members know that you are an information source.
4.Chat room. Attach a chat room to your blog or association website. Start with FlashChat if you’ve never used this software before—it’s easy and flexible, and almost free (starts at $5). You don’t have to add any software—the functions are hosted on the company website, and you can tell your members that the chat function will be available at a certain time—you decide. Mondays at noon, maybe. If you find your needs are getting more sophisticated, there’s lots of software out there to do this job (it’s also good for support functions) at a variety of prices. ParaChat offers a large variety of hosted chat options including live video, and the price is reasonable.
5.Twitter. Set up a Twitter hashtag in advance of a community discussion or event, and let members know what it is. For the highway discussion in the example above, the hashtag might be #hiway. Anyone who has a contribution to the discussion or wants to add information uses the hashtag with every post…and anyone wanting to follow the hashtag uses Twitter search or one of the many user programs available to follow hashtags or you can go to www.hashtag.org and you’ll find the topics organized and indexed. You can follow them online, or set up a feed directly into your computer.
These are pretty exciting applications, aren’t they? They allow the association to communicate with members, even in interactive dialogue, with video and voice, in real time. The applications are free or extremely low cost, and more become available at every minute. (I try to keep my Twitter followers updated: check JWLConsulting on Twitter).
The point is, no matter how large or small your organization, you can indeed do something now about increasing member communication and involvement. And when an association ‘hot issue’ surfaces, encourage transparency and participation through new communication models.
You can have your association town meeting wherever you are.
Judith - as always, you are a wealth of information! I see wonderful application of this technology looming in our very near future. Thanks for sharing.
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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