November 20, 2017
    Digital prowess: If you think industry organizations are good at it, guess again

    The highest-placing association in the first Digital IQ Index for public sector organizations is #11, the National Association of Realtors, but industry organizations as a whole did not fare well in the first-time index, which was produced by digital innovation think tank L2.

    The recently released study attempts to quantify the digital competence of 100 government offices, independent agencies, multilateral organizations, industry associations and advocacy groups. The Digital IQ Index measures an organization's site competency, digital marketing, social media and mobile capacity.

    A few industry groups made the study's "gifted" and "average" classes, including NAR, but the bulk fell into the "challenged" or, worse, "feeble" classes. In fact, 50% of all organizations included in the study fell into these two bottom categories, "suggesting that most public sector organizations have yet to unlock the power of digital platforms," the study finds. But, "modest investment can move the needle dramatically."

    Leading all industry organizations in the rankings is #11 NAR, followed by #24 National Education Association, #32 National Federation of Independent Business, #34 American Medical Association and #45 National Association of Home Builders. The remaining 14 groups classified as industry organizations fall in the bottom 20, with Independent Insurance Agents & Brokers of America coming in at #100. The other group types in the study are (samples in parentheses) independent agency (NASA); executive (White House); advocacy (US Chamber); armed forces; political party; and multilateral organizations (World Bank).

    According to the study, #1 NASA's technology-rich site attracts more than three-million unique visitors per month. NASA also has more than 600,000 Twitter followers and 150,000 Facebook fans, "confirming the power of strong content," the study finds.

    L2 will discuss the report at a "Social Graph Clinic," Jan. 20 at George Washington U. in Washington. To register, go to

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