Sep. 20, 2009 - Association Online Communities: Step Two

In Step One, we brainstormed some objectives for developing an online community within your association.  As you thought about what strength an online community can bring to your organization, what your ‘big picture’ objectives might be as the association CEO, you began to get excited, didn’t you?  I mean, you really began to see the possibilities here, right?

And then you dumped the bucket of cold water over your own head. “Can’t you imagine Ernest R. Emeritus trying to find something meaningful on Facebook, for heaven’s sakes?  I mean, he’s still putting carbon paper between the pages of his listing agreements.  He’s not gonna do this. Forget the idea!”

Step Two involves defining the two or three measurable objects you’d like to have the members accomplish through social networking.  You’re not thinking about the whole forest landscape here, you’re thinking about picking out a few clearly definable trees.  And you won’t reach everybody, so clearly define your target market.  An online community may not provide anything of value to Ernie Emeritus, but for a large number of Americans, social media tools are an integral part of daily living.

In step two, you will the performance objectives for members who will participate.   Let’s say you set up an association Facebook page, for instance (or you might be doing this on your association website, or maybe using a service like Ning for your association).   What do you want members to DO when they get to your Facebook site?  Here are some thoughts that Maddie Grant (www.socialfish.org) suggests in her excellent blog:

• Log in.  This means they need to set up an account, and set up a Facebook page for themselves.  (Hint: try offering a short seminar or online tutorial in how to set up and maintain a Facebook professional profile)
• Add their photos!  A faceless online community isn’t at all interesting.
• Send some Friend requests to business professionals and clients
• Obtain information on your organization events
• Register online for an event, or respond to an invitation
• Read the association news items
• Participate in discussions on issues of concern to members

The secret here is to outline the expectations.  You might even set up an achievement widget: “if you complete four or five steps, we will sent you our gold star award for your Facebook profile. …”    Your job is to encourage use, and to define a clear understanding about what your site is intended to do.  Then communicate that to the members. And don’t make the mistake of thinking that social networking is a benefit in and of itself.  Members don’t want to network just for the pure joy holding hands with each other :  I, for one, am always put off by all the invitations to join ‘fan pages’ or become ‘friends’ with people I don’t know

“What’s in it for me?” I ask.  Your members will ask that too.