Wednesday, December 16, 2009

More Associations Embrace Social Media

Association News - November 2009 [24 - 25]

More and more association executives are embracing social networking as an important new tool. Everything from Facebook to Twitter to YouTube is helping people with common interests to assemble online, share important information, and make valuable contacts and connections.

Scott Briscoe, the American Society of Association Executives' editor-in-chief of new and social media, notes that the rising popularity of social media has reduced the need for association-sponsored networking. He states, "You don't need the association or middleman to do that anymore. The implications of this for associations are significant."

For those association executives who are now restructuring their organization's communications strategy to include social media, the task may seem daunting. Mostly, though, it is just a matter of careful research, planning and gauging what members want. There are potential pitfalls.

Briscoe concludes, "You can't go into this with the idea that you are going to be able to control it. In social media, associations will often have to be participants rather than leaders."

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