We’re putting together a
four-part series of informative blog articles on evaluating social
media deployments, covering initial research to beyond launch.
Deploying white label social networking communities can be confusing
and complicated, which is why we would like to take you on a
step-by-step approach, from initial research to beyond launch.
This
post is about establishing goals and starting research. Stay tuned for
weekly updates—next up is comparing vendors and evaluating platforms.
Without a doubt, researching a white label community deployment 
can
be complex and time-consuming. The question is, how should you initiate
such a research project, how can you best take it step by step, from
evaluating vendors to launch strategy and beyond. Today we take a look
at how associations and nonprofits might get started on their social
media platform evaluation.
Begin by Compiling Reasons for Launching a Community
What do you expect to accomplish with your new online community? First,
identify the person or department in your organization that is best
suited to spearhead this type of demanding project.
Which department should lead the way?
Marketing...Communications...IT... Development...or perhaps even the
executive staff should be in charge. But in the end, it probably makes
sense to pick the department that has the right resources to create
value from the community after deployment.
First, create a definitive list of precise objectives that need to be
realized with the online community. Here are a few examples:
-Ultimately, what level of return on investment (ROI) do you expect to achieve?
-When do you expect to see this ROI?
-What are your expectations about a timeframe for the deployment?
-What do you want constituents or members to do in your online community?
-How many staff members can you dedicate to the administration and marketing of the community?
Define the Technical Considerations that Will Affect the Performance of Your Community
Your organization will face the same challenges before and after an
online community deployment...fundraising and/or dues
collection...membership growth...connection to and engagement with
members...healthy participation in causes and/or events. The list goes
on.
You should definitely consider the depth of integration your social media platform will offer with your existing databases:
-Do you want your community provider to offer seamless integration with
your management systems so that your member data can be fully utilized?
-How deep does integration with your AMS/CMS database need to run? Do
you need to socially-enable fundraising, advocacy or other programs
that are powered by these systems?
Which Current Programs Would You Like to Socially Enable? Which New Programs Would You Like to Create?
Make a list of the important initiatives you already have in place to
benefit your members. If these programs are effective and popular,
chances are you can take them to greater heights with social media.
Exceed constituents’ expectations in these suggested areas:
-Events participation
-Chapter meetings and sessions
-Group/committee creation
-Causes and Mission actions
-Online classrooms/certification
-Interactive Supplier Directory
Think creatively about new programs/concepts that might engage, educate
and enlighten your constituents within activities that help deliver a
more meaningful social networking experience in your newly deployed
community:
-Consider launching campaigns that boost Advocacy and leverage
the power of your constituents’ networks
-Think about creating social groups or committees that work in conjunction with your online training programs 
-Keep in mind how you can more fully engage your supporters with socially-enabled Knowledge Sharing
-Analyze how thought leaders in your community might go about driving discussions and action commitments around important causes
If
you would like to learn more about the real-world benefits and ROI
being realized by nonprofits and associations in white label
communities from ThePort Network, please click here.
