Do professional associations need a social media strategy?

Everyone says social media offers unprecedented opportunities for companies and organizations to connect with customers, constituents and members.

Everyone said the same thing about blogs five years ago. Some organizations achieved impressive results with blogs such as new customers and engaged members. Most did not.

Why?

The potential strength of social media (and blogs) is also its weakness. Social media is, first and foremost, a social activity. That means you need people who are passionate and committed to making a social media strategy work.

It’s not about websites. It’s not about technology. It’s not about content. It’s not even really about strategy. It’s about people.

Professional associations need to find a few champions, offer them a bit of guidance and encouragement, and turn those champions loose to engage the outside world.

Passion and creativity drive success in the social media world. To the extent that membership associations need a social media strategy, it’s a strategy to identify, train and nurture a core of champions – whether employees or volunteers.