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The following is a guest post from C. David Gammel, CAE, of High Context Consulting. David also blogs at the High Context blog, as well as the We Have Always Done It That Way blog:

When I look at many association social media web sites, I notice that they often do not provide lead-ins to other events, products or services that the association offers. I'm not talking about the posts on a blog, for example, but the site that is wrapped around it. If you have a wiki site that supported your last annual meeting, have you bothered to go back and provide nice advertisements for your next event, with links to information? Chances are that someone interested in content at last years event might possibly be interested in this year. Be sure to provide them a vehicle to get to your current offerings.

This may sound simple or obvious but it is very important. This isn't just marketing for your own benefit. You are offering additional value to the people who are attracted to your social media content. Make sure you are taking care of everyone by marketing relevant products and services on these sites.