Acronym

Scott, "social media" is NOT "one of the only things that association marketers want to learn about right now." It's one of the only things that people putting together programs THINK association marketers want to learn about.

Scott,

Great article. Just as a point be fearful of anyone who is still touting "web 2.0" it's long gone... It was a buzzword, and now its just the web. What is important is creating tools that work with an organization's established practices, and that will help them grow. These are great tools, but only when used in conjunction with solid traditional methods.

Technology is funny, people become enamored with it. So much so, that they are willing to replace Working practices with it...

Nice post. Must say those of us speaking at all of these events are getting bored of hearing ourselves talk (I am speaking for myself here, but I am sure I am not the only one!) - we want to help people just get crackin', delve a little deeper, talk real strategy, show how to nurture their online communities! But, you have to help people get to that level which means a lot of 101 sessions.

However, I would also add that all of our sessions are jam-packed - we had 80 people sign up for Avectra's roadshow today - which means people want this content. Therefore, perhaps you should be picking things that interest YOU more, now shouldn't you? ; )

Avectra opted to put on several seminars and webinars on social media because recent surveys have shown that this topic is hot. However, we are looking for our next round of material for more Avectra Academy sessions in January and February. We'd like to hear what other topics people are interested in so we can produce appropriate content. Cheers, Rob

Good question.

Yes, there are definitely a lot of Social Media events happening right now because it's the new thing. It's like websites became the new thing for associations, it's just an extension of that. Also it's a technology that a lot of people don't understand yet, which is why there are so many sessions about it. Being one that loves Social Media and has some experience with it, I still enjoy listening in on 101 sessions because I can always take away something new or a different opinion on how things can be used.

Though I will shout this one from the rooftops... SOCIAL MEDIA IS ONE TOOL IN THE TOOLBOX. Sorry for the bold and caps, but it is not the end all be all of your membership engagement strategy. If social media is ALL you are offering, it's time to take a look at what purpose the association serves. Though I do think social media will give your members a chance to engage on a deeper level than they already do.

Quite frankly, I keep seeing these sessions pop up, receive a zillion emails about them, and think "Are people really still going to these sessions?" Clearly they are. I went to one at ASAE's Annual Meeting in August where people were still asking what blogs were and what "social media" means. I was going to some of these "Web 2.0" programs three, maybe four, years ago. I realize that may sound arrogant. It's not meant that way.

Some folks are early adopters, some are late adopters. I think some of the appeal, now, with social media could be the (relatively) low cost. Yes, it's only one element of marketing, but it could attract an untapped market - another plus. I don't think the overwhelming quantity of these sessions being offered suggests that social media is the holy grail. I just think there are a LOT of people out there asking about it - therefore there is a market for it.

To shift the discussion a little bit...

Scott, you wrote:

"...frightened that social media is one of the only things that association marketers want to learn about right now in a time when direct recruitment and retention could be critical because of the downturn in the economy?"

I'm wondering why social media wouldn't be expressly relevant in a time when direct recruitment and retention could be critical.

You've touched a nerve! That's good blogging.

I have to say, just before Ben's session at DMAW's Association Day, Wes Trochlil and Steve Doran did a fantastic session on using business intelligence to make sound marketing decisions. It had nothing at all to do with social media and it was one of the best marketing sessions I've attended in a long time.

I agree--we have to understand all the tools in our arsenal and make tough decisions about how we can increase the effectiveness of our marketing even as many of us are seeing cuts in our budget. To me, that means integrating traditional and non-traditional marketing techniques.

Of course, in order to do that, you have to understand both. I've found that there's still a lot of learning curve to cover on the social media side.

I would feel the same way--that this topic is just becoming stale and played-out--if I hadn't attended a few of these sessions. Those of us who are immersed in it may think it's overkill, but the people I've met at these events were all "first-timers" and were hungry for information. I admit that I do find it surprising that there are still so many people out there who have no idea what social media even is, especially since there has been such an ongoing deluge of events about the topic. But apparently there continues to be a demand for these presentations because people keep signing up and attendance always seems to be pretty high.

While social media is definitely not the only relevant approach to marketing, it's new and there are a lot of people who need basic information about it in order to figure out if it's even worth incorporating into their traditional marketing strategies.

I do agree that for those of us who know it, the sessions are getting a little old... but also recognize there are tons of people who still have no idea about it and want/need to learn about it.

I predict over the next year the phase will shift from who should have a social platform and how to do it... to focus more on engagement - how to measure the results and generate engagement... and how engagement directly impacts retention.

The old leadership adage that "if you aren't sick of saying it, you haven't said it enough." seems to apply here. Just like a lot of new technologies social media needs its day in the sun. As Andy Steggles notes in his post, there are tons of folks who still need to learn about the concepts and underpinnings of social media. Helping senior level executives understand the potential of the social network medium and why its relevant to their organizations remains important work. Beyond the inherent fear of the unknown so widely discussed in the blogosphere, there is an enormous lack of understanding about why XYZ Widget Association needs a Facebook or LinkedIn page. Never mind the enormous number of users of those sites and technologies. At the next stage there's a wonderful opportunity for someone to take these revelation up a notch with detailed factual case studies and insights about the ROI for associations when they engage with members in these new and innovative forums. Sign me up for that conversation.

Yep Lindy and others we do have to make sure that because a few get it we don't expect the majority have. My concern is that there are alot of "talking" sessions and not enough "doing" sessions. The ANEX group (those of us assn execs in the hinderland of Maryland) brought Lindy and Maddie in to talk about it but more importantly asked folks to bring laptops and get into it. It sort-of worked, and having learned a few lessons, it could work awesomely ... then we'll have less overall talk and more action.

PS we're still doing alot of talking about strategic planning (or not) :)