Community Connects – So Let It

You’ve seen it before. Your association launches a new certification or member benefit that appears to be really exciting and valuable. A robust communication plan has been created with the marketing team and PR and messaging has carefully been placed in all of the newsletters that go out to the membership. Once executed, the amount of engagement around <insert thing here> is less than what was hoped for. What happened? All of the members knew? All of the past event attendees were aware? The chapters had a heads up and material to speak to it during their chapter meetings – so what happened?A lot of emphasis gets put on the normal places that members gather in associations – chapter meetings, events, volunteer activities. And while associations are not unaware that those they serve gather online, it may not always click that they aren’t just using social media – they’re coming together in their own back yard in the online community they invested in. The flip side of that is that associations know that their members are talking to one another in the online community and it becomes a “dumping ground” for everything and anything – and that is not a viable solution either. The key is to determine what message you want to get out, who it needs to go to, and the value that it provides to deepen engagement and create meaningful connections.Figure out the message and the best way to deliver itIs it a new certification that’s launching? Is there a special incentive attached to the early bird registration for the next live event? Is there a need for subject matter expertise to develop/revise a standard?Online community is a great way to get the word out on these initiatives. But that word shouldn’t read like a straight marketing message. Community managers should be working with their colleagues throughout the association to figure out what their pain points are and if/how online community can help. The best way that I have seen this collaboration take place is through community programming. Online community members are already engaging around your normal community programming. Whether that’s a webinar, AMA, or round table call, you have to meet community members where they are if you want to get their attention. Creating partnerships throughout the organization helps your association get those messages out to people they may have never engaged before. That connects your community program right into the overall strategy of the organization and creates value where it may not have been realized before.Help your association determine who needs to be reachedUnless your online community is built specifically for the members of your association, I can bet that there are those who don’t engage in conventional ways (purchase of membership, acquiring a certification, volunteering, etc.) within the online community. They are having conversations there because the purpose of the community serves their needs, but they don’t necessarily need anything from the association. Or do they?There is power in listening to the conversations that community members have. In some cases, they represent a side of the industry/affinity/interest that is not always surfaced by those who are already on board with the association’s overall mission. The key here is to remember that online communities help connect people to the information/resources/opportunities/people they need. Armed with that information, your association should know that there is a prime opportunity to tap into the knowledge and expertise that is right under their noses. If you need to reach people who have extensive knowledge about harvesting peanuts, but those folks don’t live in your primary member segment, they’re probably contributing to the online community.Make the value about themHow many times have we found ourselves trying to convince people that something is awesome and attention-worthy because of the features we believe are valuable and we get nothing? We know people need to know what’s in it for them, but we sometimes forget how to convey that properly. If you know that people are looking to advance their careers, the last thing you want to tell them is how the thing you need their help with or want them to pay attention to will help make your association so much better. Instead, convey how contributing their expertise will give them a new skillset that will set them apart from others in the field. Or, explain how they can use the skills they develop by engaging with ABC Service in their current roles for greater success. Then, not only are you tapping into great minds, but you are connecting people to the experiences that motivate them to continue to engage and invest in spending time with the association through online community.One of the many roles of the online community is to connect people. Whether it be to each other, to the association, or to something that the association provides that can help them in some way, as community leaders we should be finding those connection points and allowing the community to do what it does so well.How have you used your online community to make connections and deepen engagement within your association? What has worked well and what hasn’t? Tell us in the comments below!