Our open letter to CEOs has generated some great comments. One in particular from David Patt, CAE got my attention.
Nice post, Maddie – and it’s great to address CEOs directly – but you still need to explain to associations why they should want to evolve into social organizations. Telling them their members are already doing that (many aren’t) isn’t enough.
Social media strategies should be developed because they will enhance the member experience and deliver greater value to members, not because the staff likes social media and wants to use it.
The CEO needs to be persuaded that members, not staff, will benefit.
David has a great point. In response, I thought I’d point out that while we framed this discussion in terms of social media (that’s kind of our thing), it’s bigger than that. When I read Jamie’s post on organizations in the digital age, and Scott Briscoe’s and Peggy Hoffman’s comments there, I’m lead to reflect on how becoming a social organization actually has a much broader impact on the effectiveness of an association moving forward.
So forget social media for a moment. What about innovation? Let’s face it–as a group, we’re not exactly the fastest evolving organizations out there. For example, how many associations publish a magazine? Been watching the publishing industry? Yikes! And yet, what are we doing to change things up? The machine fears innovation. The social organization embraces it. Here’s a case where the social organization has a big advantage.
And that’s not really an answer to David’s question, is it? So help us out here. Why should a CEO want to evolve their association into a social organization?
Tagged: open leadership
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15 responses to "Why become a social organization?"
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Socialfishing:: Why become a social organization? http://bit.ly/cy4Zp7
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RT @maddiegrant: Socialfishing:: Why become a social organization? http://bit.ly/cy4Zp7
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Why should your organization become a social one? (by @lindydreyer) http://ow.ly/1rmK7
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Howdy! Associations are really good at attracting the same people (STP I used to call them, same ten people). And David’s right, probably those people aren’t the twitterers in the group, so to get all hot and bothered about new media seems a bit of a waste of time. Problem is, associations are less and less a part of “the conversation.” They aren’t “out there.” The social media thing is just a really clear example of how associations are making themselves irrelevant. There are lots of other ways associations have been doing that ever since the age of the Interwebs, but this is an in-your-face example.
Any time an association–a social organization avant la lettre–would avoid adopting these new forms of communication, then I just assume those organizations are happy managing decline–because that’s what a whole lot of association leaders are doing. I’m not even sure it’s a question of innovation. How much innovation does it take to redesign a website or hire a blogger? How much innovation does it take to see one’s membership decline or flatline year after year, to see revenues falling off (oh, it’s the terrible economy–sorry they were declining before the stock market tanked), to see meetings less attended, or to put out more work for the same result as last time. Something’s not scaling here folks. Whether that’s a lack of innovation or a lack of being relevant or a lack of twittering, I don’t know. But let’s get our heads out of the sand please.
Sorry to be a downer but heck, what’s a rant among friends?
The sad thing is I believe there is a nice spot for associations in this whole new media ecosystem. Nobody seems to want to step up and claim it though.
SocialFishing: Why become a social organization? http://bit.ly/bv4lPz
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Why become a social organization? http://bit.ly/arSPcb #socialfish
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Why become a social organization? http://om.ly/hUXm
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Why become a social organization? — SocialFish http://bit.ly/cy4Zp7
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Lindy, I think you have put your finger on a fundamental question of association management when you ask, “Why should a CEO want to evolve their association into a social organization?†Getting even more fundamental, you might ask, “Why does an association exist at all?†You mention innovation (social media could be an innovation) and I would suggest that innovation is a subset of adaptation; it’s one of several tools in the adaptation toolbox, along with strategic thinking, marketing, etc.
Nick, you make some interesting points also. I would ask you to help me understand the statement, “The social media thing is just a really clear example of how associations are making themselves irrelevant.†Which associations do you perceive to be relevant and what distinguishes them from associations that are making themselves irrelevant?
Why become a social organization? A front page article in today’s Washington Post (http://www.washingtonpost.com/wp-dyn/content/article/2010/03/28/AR2010032802905.html) provides a good reason. The article describes how PR firms are using inducements to encourage more positive comments about their clients’ products and services on blogs and Twitter feeds.
RT @SocialFishFood Why become a social organization? http://bit.ly/bWCTMz
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Hey, Nick,
All associations are not in decline and they are not all “less a part of the conversation.” Instead of telling people they are becoming irrelevant (which isn’t necessarily true) tell them how they can benefit from social media.
Always start the conversation from the position of the person you think should adopt your view, not from your position.
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