In a recent blog post, Maggie McGary notes recent statistics showing that 31% of associations have private online communities, but she rarely encounters people who refer to themselves as community managers for their association. This definitely aligns with my own experience in trying to connect with association community managers in social media. There are various places where association folks hang out, like the association Twitter chat (#assnchat Tuesdays @ 2 pm Eastern) and the community manager Twitter chat (#cmgrchat Wednesdays @ 2 pm Eastern). There are also a number of influential blogs written by association professionals (e.g. Lowell Mathew’s blog, Ben Martin’s blog) where the association community can be found.
But I just haven’t found the places where association staff discuss the day to day issues that come up in managing an online community for their members. When I tune into #cmgrchat, for example, a lot of the discussion is centered around brand-oriented communities. While some of the situations, tips, and techniques from those communities are relevant, there are characteristics of association online communities that are unique to the association context, and there are issues that I see coming up over and over again that simply aren’t addressed in conversations about B2C communities.
Perhaps this is because community management isn’t really happening for all those private online communities run by associations. I certainly hope that is not the case, because it wouldn’t bode well for their longevity. Any online community that is going to survive needs management from time to time. Whether that is bringing interesting content to the community, helping recruit new members, or moderating conflict in the community, at some point the community will stumble and need some assistance.
Perhaps association staff who support their organization’s online community don’t see themselves as community managers. That would be unfortunate because I think that collectively they have a lot to offer each other. As I mentioned above, I think that managing an association’s online community has a number of challenges that are unique to the association space.
In order to try and help out on this front, AssociCom has been running a community for association community managers for a couple of years. Up until now, it has operated mostly as a content repository for interesting white papers, articles, and blogs oriented to association community management. Most of the content has been curated by myself and my colleagues at AssociCom. This week, however, we’ve upgraded the site and it now has a forums area which we would love to see become a locus of activity and support for association community managers.
So, if you are involved in working with association’s online community, even if you don’t think of yourself as a community manager, please have a look. I believe that everyone involved in association online communities has something to share, and I hope that we’ll be able to capture that.