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Using Social Networking & Media to Improve Member Services

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Describes how Professional Associations can use Social Networking and Social Media to Improve Member Services.

Describes how Professional Associations can use Social Networking and Social Media to Improve Member Services.

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Using Social Networking & Media to Improve Member Services Using Social Networking & Media to Improve Member Services Presentation Transcript

  • Using Social Networking & Media to Improve Member Services Dennis D. McDonald, Ph.D. Email: ddmcd@yahoo.com Web: http://www.ddmcd.com November 20, 2006 Version 1.2 Contents copyright © 2006 by Dennis D. McDonald
  • Purpose of Presentation
    • Describe how Professional Associations can use Social Networking and Social Media to Improve Member Services.
  • Definitions
    • Social Networking is the use of special processes and technologies to support the discovery, formation, and maintenance of personal and professional relationships.
    • Social Media are collections of data and information that are developed collaboratively and/or shared interactively among individuals and groups.
  • Why are Social Networking & Social Media Important?
    • Associations exist to serve their members.
    • Members join associations for several reasons, including:
      • Gain professional and job benefits.
      • Keep up to date with research, tools & and techniques.
      • Monitor and promote profession-related policy positions.
    • Realizing these benefits depends on:
      • Creating and sharing information.
      • Building and maintaining relationships.
    • Using Social Networking & Social Media to help members accomplish (a) and (b) increases:
      • Member perception of association membership value.
      • Likelihood of membership renewal.
      • Likelihood of introducing new members to the Association.
  • Where Can Social Networking and Social Media be Used?
    • Primary applications are processes that touch on member service and communication, e.g.,
      • Membership Services
      • Meetings & Conferences
      • Publications
      • Legislation & Lobbying
      • Committees & Volunteers
      • Peer Review
  • 1. Membership Services
    • Augment member directory database, e.g.,
      • Capture individual experience data that can be searched and compared.
      • Make records available to other members to facilitate discovery of common interests & expertise.
      • Make “public version” of member records available for public web access.
    • Enable members to create mutually-agreeable “connections” to form both temporary and persistent communities and subgroups with common interests.
    • Implement association-sponsored email & messaging systems
    Relevance of Social Networking & Social Media Applications:
  • 2. Meetings & Conferences
    • Establish conference- and meeting-specific blogs and forums to promote communication (and relationships) among speakers and attendees.
    • Make all conference and meeting materials available to all members not just attendees.
    • Encourage real-time conference blogging and podcasting.
    • Train younger members on methods for making the most of conferences and meetings.
    Relevance of Social Networking & Social Media Applications:
  • 3. Publications
    • Publicize all works in progress.
    • Encourage member communication with authors, including pre-publication.
    • Establish process and systems for gathering and publishing member generated content.
    Relevance of Social Networking & Social Media Applications:
  • 4. Legislation & Lobbying
    • Encourage members to establish relationships with targets, organizations and legislators.
    • Employ wikis, blogs, and collaborative methods in development of strategy and policy statements.
    • Employ word-of-mouth and “viral” techniques to promote association messages and points of view.
    • Monitor web based mentions (positive and negative) of topics of interest to association.
    Relevance of Social Networking & Social Media Applications:
  • 5. Committees & Volunteers
    • Expand involvement in committees through researching enhanced member directory information to locate new committee members.
    • Use committee specific blogs to publicize and support committee activities (e.g., “committee progress reports”).
    • Employee collaborative software to support committee efforts to develop work products (e.g., wikis, collaborative document & spreadsheet tools).
    Relevance of Social Networking & Social Media Applications:
  • 6. Peer Review & Standards
    • Open the process of journal peer review to include public comments on manuscripts under review by reviewers.
    • Invite comments by all members on manuscripts, not just “official” reviewers.
    Relevance of Social Networking & Social Media Applications:
  • Challenges
    • Relation to existing processes & systems.
    • Generational differences across user groups.
    • Competition from other networking sources.
    • Lead time to plan & implement change.
    • Branding.
    • Technology selection.
  • Moving Forward
    • Develop strategy.
    • Start small.
    • Select high impact area.
    • Focus on innovation.
    • Stay flexible.
    • Emphasize member ownership.
    • Manage the process.
  • Author Contact Information
    • Dennis D. McDonald, Ph.D.
    • Alexandria, Virginia USA
    • Email: ddmcd@yahoo.com
    • Web: http://www.ddmcd.com
  • Author’s Related Articles
    • Professional Social Networking is Growing!
    • More Comparisons of Journal Peer Review and Blogging
    • Web 2.0 and the Manhattan Project  
    • A Comparison of Blogging and Journal Peer Review