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Following up on a post I did on the Association Marketing Springboard, here is a short video from the Annual Meeting of Frank Fortin, communications director for the Massachusetts Medical Society, explaining how he is using Forrester's Social Technographic Survey to better understand his association's social media successes and failures. Over the next six months, Frank and his team intend to apply the lessons they've learned from Groundswell and their own experience to transform the Massachusetts Medical Society's social spaces online.

Trouble viewing the video? Click here.

Here's one interesting point Frank made that didn't make it into the video. It's not just the question, it's how you ask it. For example, Some of your members might not be familiar with RSS, but they might be using it on sites like iGoogle, Google Reader, Bloglines, NetNewsWire or some other aggregator. Are we making assumptions about our members' social media aptitude simply because we're asking the wrong questions--or the right questions in the wrong way? It's something to think about.