5. Thinking Globally, Acting Locally

            Within their own dedicated social media community, association leaders have discovered that one of the community’s prime benefits is its power to obliterate geographical boundaries. Connection with members from every corner of the globe is simple, yet dynamic in a custom-tailored social networking setting. Even at the local level, the ability for chapter members to meet online saves enormous amounts of time and energy. Give local chapters the lead and their activities will flourish.

4. Members Creating their Own Groups and Blogs Keeps the Conversation Alive

            Within your community, energize registered users by letting them create special groups that reflect your association’s objectives. For example, members of the American College of Healthcare Executives (ACHE) create tutorial study groups where students gather to blog, comment, share opinions and help each other prepare for professional testing.

            In addition, allowing members the freedom to start their own blog topics steers the engagement toward subjects that naturally surface during exam sessions.

3. Connection is the Key with Fast, Simple Searching and Friending

        Make it easy for like-minded subscribers to form meaningful relationships and effective coalitions with prominent connectivity tools. In a primary navigation area—or better yet, in multiple areas—give individuals one-click access to a simple Search field where member icons are displayed with basic profile information that can be scanned quickly. Also, provide a more in-depth Search method with options for connecting with other members by age, geography, occupation, and interests. Likewise, let members quickly “Friend” with other members (and non-members) via invitation to Groups, Events, and initial membership registration.

2. Before You Launch, Research How other Associations Have Grown their Constituency Using Social Media

1. Above All, Let User-Generated Content Rule in Your Community

Give registered members the ability and incentive to share content freely in your association’s socially-enabled community. Make it quick and simple to post an opinion, offer a comment, share a photo or video, tag a news or blog article, create a group or add an event. If it’s possible, post-moderate published content instead of pre-moderating so that interactivity can flow unabated. Inspire your members by implementing a generous rating system that gives them profile points for worthwhile contributions.

For example, the social community of the United Church of Christ, displays “call to action” icons boldy under the main navigation bar, appealing to new members instantly after they have registered. Once they are engaged in content sharing, we see UCC members love to create an array of Groups based on local affiliation and avocation interests such as music or humanitarian mission.

If you have ideas, suggestions or questions about the use of social media in the fascinating world of associations, we welcome them here.