Engage Members by Getting Out of the Way

7 May

Everybody wants engagement. Engagement is a good thing. The trouble is, I’m not sure that we all agree on what engagement is. This means we sometimes work at cross purposes in trying to achieve engagement, and can fail to achieve anything.

When I ask most association executives what they mean by engagement, roughly what I hear is that it means members are paying attention to what the association has to say and are actively providing some sort of feedback about it. This seems perfectly reasonable. After all, why would anyone argue against providing information to your members and soliciting their feedback.

And, in fact, I won’t argue against it. What I will argue, however, is that engagement is not just about the interactions between the association and its members. In fact, I don’t even think it is mostly about association/member interactions. It is primarily about your members interacting with each other.

Why is this the right focus for engagement? Because the fundamental reason for the existence of associations is the need for peers in a field, profession, or market niche to come together and benefit from each others experience, knowledge, connections, and opportunities. The members of your association belong not because they want to interact with the association, but because they want to engage with each other. The fundamental goal of the association is to serve that need.

So, when you are thinking about trying to increase the level of engagement at your association, start with considering what would most effectively bring members together to discuss or debate an issue, or how you can create contexts in which members feel drawn to share their experience and knowledge with others. Find the members of your community who can reach out and bring others into the conversation. Your job is to lay the foundations for interaction, and then get out of the way, and let the members create what they need.

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2 Responses to “Engage Members by Getting Out of the Way”

Trackbacks/Pingbacks

  1. Online Community Management Links Roundup 11/05/12 - Community Management Links | Blaise Grimes-Viort - May 11, 2012

    […] Engage Members by Getting Out of the Way […]

  2. Top Five Community Management Blog Posts: May 2012 | Dave Cayem - June 15, 2012

    […] 4. Engage Members by Getting Out of the Way […]

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