Are online communities a threat to associations?
Deirdre Reid writes about association and business management, with a focus on building communities in the association, non-profit and business world. She also shares her ideas at Reid All About It and on Twitter. She will be a contributing blogger for SmartBlog Insights.
Association professionals gather Tuesdays at 2 p.m. (ET) on Twitter to wrestle with association management challenges, including how online communities affect association membership.
Many of us participate in online communities and belong to associations; what can we learn by examining the value we receive from each, as our members are likely to do? We get news, education and access to experts online. We develop and deepen relationships with peers via online communities. Some question the value of their association membership as they now receive more of these critical benefits freely online than from associations. Are our members experiencing the same?
Be community builders and relationship brokers
One strategy is to augment a member’s social networking experience with value that we alone can provide, whether it’s as a starting place to meet peers or the glue that holds folks together. We must be present in the outposts (Facebook, LinkedIn, Twitter) yet link our members back to our home base, while continuing to provide face-to-face networking opportunities. We are experts at face-to-face, and can use online tools to enhance and extend that experience.
Demolish the silos to meet new challenges
The slow-moving “decision by committee” nature of many associations is preventing them from addressing these new opportunities for member engagement. Businesses are learning that social media crosses many departmental lines — marketing, sales, public relations, research and development, customer service, human resources — associations must also break out of their silos. Any steps into social media should be part of an integrated plan involving all departments. As early adopters, we must help create a safe, trusted environment in which leadership and members can make sense of this new world, get sound advice and be willing to experiment.
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Tags: associations, community, Deirdre Reid, non-profit
Categories: Uncategorized
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Posted by deirdrereid on July 20th, 2009 at 8:52 am
My guest post today on SmartBlog Insights – Are online communities a threat to associations? http://bit.ly/TZ6hn
This comment was originally posted on Twitter
Posted by Martin Reed on July 20th, 2009 at 9:01 am
Online communities aren’t a threat to associations – they are an opportunity to attract, recruit and retain.
Can’t offline associations be brought online?
Posted by ltwhite on July 20th, 2009 at 9:04 am
Good reading RT @DeirdreReid: My guest post 2day on SmartBlog Insights – Are online communities a threat 2 associations? http://bit.ly/TZ6hn
This comment was originally posted on Twitter
Posted by maggielmcg on July 20th, 2009 at 9:12 am
My guest post today on SmartBlog Insights – Are online communities a threat to associations? http://bit.ly/TZ6hn (via @DeirdreReid)
This comment was originally posted on Twitter
Posted by DenaBotbyl on July 20th, 2009 at 9:13 am
Are online communities a threat to associations? http://bit.ly/OXf6L via @AddToAny
This comment was originally posted on Twitter
Posted by Deirdre Reid on July 20th, 2009 at 9:16 am
I agree, Martin, but many associations are missing the boat on this one. Online communities are an opportunity, like you said, for member recruitment and retention. They can also help create stronger member (and non-member) engagement not only with the association, but its events (conferences particularly) and campaigns/causes (public relations, advocacy). Many forward-thinking associations have created stronger member (and prospect) communities via social media, and I believe that is the future for our industry.
There’s no reason why online communities should be a threat to an association, unless that association refuses to use all available tools (including social media) to engage its members and help them succeed.
Posted by tracytran on July 20th, 2009 at 9:18 am
Are online communities a threat to associations? http://bit.ly/OXf6L via @AddToAny
This comment was originally posted on Twitter
Posted by MemberClicks on July 20th, 2009 at 9:22 am
A thought-provoking post by @DeirdreReid – Are online communities a threat to associations? http://bit.ly/TZ6hn – great stuff!
This comment was originally posted on Twitter
Posted by Cynthia D'Amour on July 20th, 2009 at 9:58 am
Another tool in many association tool boxes to tap into and strengthen is their components – i.e. chapters.
Having a strong local community also helps build the association and creates a magnetic pull for more to be involved.
Too many chapters struggle because they are using outdated approaches leadership. An increased focus on leadership development is important. Whether an online community or F2F community, leaders knowing how to build community is a major key to success.
Posted by Jeff Hurt on July 21st, 2009 at 7:35 am
Deirdre:
Congratulations on being a new contributor. Wahoo!
Why do people join associations? My elevator speech for associations is “We provide government relations, research, resources, education and community.”
I think people are looking for their community whether it’s online, in local chapters or with the national/international association. We all want to belong and feel accepted in a community.In my opinion, community is the X-factor driving people to join professional associations while government relations is often a driving force for membership in trade associations.
If an association has not nurtured and developed a healthy community and an easy way for people to plug-in to that community, then yes, online communities can be a threat to that association. Smart associations are using the social space to create extensions of their own communities and becoming conduits helping people find and belong to a community.
It used to be that national/international association communities only got together on monthly conference calls or once or twice a year in conferences. With the development of online communities and social outlets like Facebook, LinkedIn, Twitter and private eCommunities, people can plug into their community seamlessly 24-7. Associations can view online communities as partners, opportunities or threats. How they view online communities and their response, illustrates their internal association culture too.
Posted by Jeffhurt on July 22nd, 2009 at 8:33 am
Are Online Communities A Threat To Associations? by @DeirdreReid http://ow.ly/hSIu
This comment was originally posted on Twitter
Posted by SmartBriefScoop on July 22nd, 2009 at 10:30 am
@DeirdreReid asks in this SmartBlog Insights — Are online communities a threat to associations? http://ow.ly/hGWh
This comment was originally posted on Twitter
Posted by Mike Moran on August 3rd, 2009 at 6:38 am
Deirdre Reid’s question are experiencing the same benefits of online communities is not quite the right question. Members are participating. Some industries have stronger communities. Some associations have demographics that are more prone to be early adopters. I would suggest a few more specific questions.
* How strong are the online communities in my sector?
* How do the growth trend of online communities compare to the associations?
* Are members of these online communities predominantly members? Potential members?
* Are these communities offering a type of communication or information the association doesn’t?
* What topics are generating the most responses?
Its not wrong to consider these online communities as a threat or an opportunity.
It is a mistake not to consider them important.
Posted by freshthrills on August 3rd, 2009 at 8:41 am
Are online communities a threat to associations? http://bit.ly/OXf6L via @AddToAny
This comment was originally posted on Twitter
Posted by Larry Sloan on August 3rd, 2009 at 9:14 am
I manage a trade association representing a subset of the chemicals industry. Given the rather “mature” nature of our board, they are hesitant for the organization to sponsor online social groups as they express concerns that their employees will chat with one another under our auspices and disclose confidential information. While one could argue that companies need to trust their employees, and left to their own devices, they will do this whether there is a social networking group or not, doesn’t Social Media help facilitate what could be construed as destructive dialogue? Is the board’s bias founded?
Posted by Howard Coleman on August 3rd, 2009 at 11:23 am
I concur. My ability to actively make contact with and communicate with association members has been dramaticlly enhanced thru networks like LinkedIn – 365 days a year.
Does it replace attendence/exhibiting at association events? No…not entirely because “face-to-face” is still so important. But, the social networks do provide alot of opportunity to develop relationships, including thru specialized “groups” that can be formed.
Thanks.
Posted by canadahelps on August 4th, 2009 at 5:00 am
Are online communities a threat to associations? http://bit.ly/3wIT9U
This comment was originally posted on Twitter
Posted by realitydigital on August 4th, 2009 at 5:34 am
Are online communities a threat or an opportunity to associations? http://bit.ly/3wIT9U
This comment was originally posted on Twitter
Posted by realitydigital on August 4th, 2009 at 5:34 am
Are online communities a threat or an opportunity to associations? http://bit.ly/3wIT9U #fb
This comment was originally posted on Twitter
Posted by Are Online Communities A Threat To Associations? « Reid All About It on August 10th, 2009 at 8:01 am
[...] 10, 2009 Last month SmartBlog Insights published a guest post by me — Are online communities a threat to [...]
Posted by Splash: A Blog from MemberClicks » Blog Archive » A grab-bag of association and nonprofits links, 7/23 edition on April 27th, 2010 at 7:37 am
[...] Are online communities a threat to associations? by Deirdre Reid. “We get news, education and access to experts online. We develop and deepen relationships with peers via online communities. Some question the value of their association membership as they now receive more of these critical benefits freely online than from associations. Are our members experiencing the same?” [...]