As content becomes more and more digital and moves into “the cloud” (my wife hates that buzzterm but I have nothing better right now), all sorts of organizations are trying various ways to establish their brand on the internet. Search engine optimization was a big business and as online purchasing grows being the top search engine find is crucial for those selling. However, not so much for those providing news and information . . . or for associations providing specialized information, networking opportunities, training and certification.
People do not join associations based on a Google search. They may find an association they are interested in and then ask colleagues about it but they are more likely to be introduced by those colleagues. Before the internet, new members were invited to a meeting or attended a trade show or conference. That is still true, but we can now add that they might read a blog posting or email.
How does an Association get and keep an online presence? A good looking web site can’t hurt, but people have to find it first and then keep coming back. What keeps them coming back? Good content, actually great content, because you are competing with professional content providers. How do you get great content? You can have your staff try and link to or republish what they find on the net or write original pieces but that is an expensive way to create content and you have to hope your staff know what your members want.
Who knows what members want? The members.
Socially Curated Content
Which is a fancy way of saying let your members post what they want to post. They can put up the latest web site they have found, the latest gossip/insider information/rumours they have heard, a recent report they read, a neat picture they just took, videos . . . whatever turns their crank. Then let your membership sort the wheat from the chaff. That is social curation. They will determine what is pertinent and interests them by collecting it in the community library, by discussing it, by asking questions about it . . . and the buzz ensues. If the community is set up so other members see/hear the buzz, they are attracted and the buzz gets bigger. Items which are not pertinent or of interest or generally not noteworthy are ignored and the gems are collected. By keeping track of who brought the gems to the community in the first place, thought leaders are identified. When questions are asked, the best answers can be rated and the best answer providers will be noted. To do this, you need a community with a library that allows members to discover content, connect with others, share within the community and features that enable reputation ratings, relationship browsing, collecting library items and generally fostering a dynamic community.
Association 2.0 – Establish your Social Capital
The result of social curation is social capital. Well, actually social curation identifies the information gems, the gems are what attracts members and gets them to engage with one another, form groups, collaborate on projects, likely eventually meet face to face at a conference or meeting and enables the formation of relationships. The relationships are the social capital. Relationships are the glue of associations and from a members perspective brings benefits as small as a friendship or as large as a new job . . . or perhaps it is the other way around.
Who Will Get There First?
The fact that many of the public communities are failing to engage your members likely has to do with what the were designed to do. A Facebook group for a professional association is not likely to engage members; it was designed for college students to socialize and despite subsequent additions/changes is still primarily social. However there are large public sites like LinkedIn that could eat your lunch in the long run if your members decide that they like to congregate virtually there rather than with your association.
Start Your Community Now Before Someone Else Does
The most important thing to do is start and start now. There are small communities popping up all over the net. Start now, start small and grow your social capital. After all it’s almost springtime.