I’ve always loved the scene in the Apollo 13 movie, when the engineering team is tasked to make an emergency air filter out of all the detritus floating around in the capsule — socks, duct tape, string, food containers, miscellaneous tools, instruction manuals, toothbrushes…. No single element will do what’s necessary, but good thinking and a cooperative attitude can save the mission.

- Chip Levy, The Rochelle Organization, in an ASAE listserve thread

I love that scene too. And I love Chip’s analogy. The difference being, that with all this social media data overload, we don’t have a finite number of objects to find a solution with… and perhaps we’re not sensing any kind of urgency either. (And of course associations are not known for their speediness to action – though last week’s #Untech10 showed us what’s possible!). Generally, though, there’s no sense of being about to run out of oxygen.

But what if we were?

If your future depended on finding the ROI or measuring engagement, what would you come up with?

(photo credit)

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