Y&A Voices: Effective social media hinges on understanding your membership
Technological advancements (including social media, mobility, digitization of the printing press, etc.) have pushed the evolution of the publishing industry on a fast track. More than ever, associations are racing to adapt new publishing vehicles and produce more and more content. But have you stopped to consider: Why are we racing? Is it because we are doing more with less? Or is this the “new normal” for association publishing?
Despite the allure of the latest publishing technology trends, an understanding of your members’ preferences is the key to using new media effectively. It’s important for association publishing professionals to slow down, interpret the effects of the evolving publishing industry on their organizations and take the time up front to research how members want to receive information before transitioning content to a new technology, no matter how much time and money you might save or how much “cooler” you think the technology will make your association look.
Why? Because once you’ve killed that print magazine and moved on to digital, it’s very hard to go back. And if your members don’t like what you’ve done or how you did it, you might lose their loyalty along the way.
On the flip side, what if print is less important to your members than you originally thought? Perhaps mobile content is your members’ first preference – are you ready to take those steps toward change?
The good news is that integration of content through a variety of media (print, online, digital, mobile, and electronic) provides associations with the flexibility to reach a myriad of audiences. But let’s not forget that these wonderful technologies are really just a stepping stone to the excitement of the in-person meeting. After Tweeting someone for weeks or months, reading his or her blog, or listening to a podcast, it’s stimulating to finally meet that person face-to-face. Immediately the connection is established, and the conversation just flows. It’s key to continue to offer engagement opportunities at your association’s events a supportive atmosphere of camaraderie.
The connections initiated through technology and cemented face-to-face are long-lasting. While there is no longer a “normal” in association publishing, take advantage of new media – make a strong effort to grasp the tools and resources available and analyze through research how they can help you better serve your members. After all, there’s nothing better than an association that’s successful at giving members what they want.
Lestition is a TRENDS 2009 Young & Aspiring Association Professional and the recipient of the Angerosa Research Foundation 2012 Publishing Trendsetter Award of Merit. Contact her at alestition@associationmediaandpublishing.org
