Thursday, May 21, 2009

Social Media’s Impact on the Lifetime Value of Non-Members and Lapsed Members

Social Media’s Impact on the Lifetime Value of Non-Members and Lapsed Members « Association 2020

For years, associations have been contemplating and calculating the lifetime value of a member. In other words, the measure of the tangible value of a member who maintains her membership over a period of time minus the cost of servicing that membership.

As we continue to move rapidly through the not-so-new frontier of the social web, we need to also look at another important lifetime value measure… that is the lifetime value of non-members and lapsed members. The truth is we should have been looking at this particular measure even before the arrival of the social web years ago.

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