Friday, April 18, 2008

Is Nirvana on the Launch Pad?

Some Key Inquiries About Using Web 2.0 Tools in the Association Environment
Association Trends (03/12/08)
Carey, Stephen C.

Dr. Stephen Carey, president of Association Management & Marketing Resources, says associations are gravitating toward Social Media and Web 2.0 tools to deliver information to members. However, he notes that a major concern with such technology is that anyone can create a blog, distribute opinionated information as fact, and position themselves as experts on a particular topic without ever working for an association. In response, Carey says association leaders need to ask several questions before embracing Social Media and Web 2.0.

They must think about how to distinguish truth from fiction with regard to blog
content and whether a committee should be established to organize and sanction content. Additionally, associations should consider which parties should be responsible for determining credible information, whether associations should
bundle content for members, and whether members will have the time to read blogs
and other social media without feeling overwhelmed by all the information. Finally, Carey says it is important for associations to determine how Web 2.0 tools can be used to boost an organization's "tangible value equation."

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