Cherry-picking Relevant Journal Articles Adds Value to Membership
Plenty of conversation is occurring about how to add value to association memberships, with much discussion focusing on delivering more knowledge and further developing members’ skills.
One added benefit I like was announced recently by the Web Analytics Association. Its Research Committee has arranged access to four online peer-reviewed journals that may interest its members. To “bridge the gap between industry research and the research conducted within the academic communities,” a project team of the committee reviews and summarizes selected articles to keep WAA members apprised of the latest research and offers an archive of issues as well. The committee also is recruiting members to write reviews.
This example reflects aspects of chatter I’ve heard lately about the need for associations to “get over” their “territorial attitudes” regarding their publications and instead focus on finding and delivering access to the best range of knowledge for their respective professions or trades—and that may mean outside of the hallowed halls of the association. Indeed, it may mean reaching out to peripheral organizations that aren’t a perfect match to all members but may hold attractive information to members involved or interested in cross-disciplinary knowledge exchanges.
A more open attitude also may prompt more association journal/magazine exchanges and wider tapping of for-profit publications and knowledge products.
Frankly, associations aren’t always good at that type of strategy, but if we want to retain the value of our reputations as comprehensive repositories and leaders in relevant knowledge delivery, then we need to re-examine what types of knowledge our members truly need in this changing economy—and whether we have to be the ones to create it from scratch.
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Comments
Amen. As an association member, I just want any and all information that can help me do my job better or help advance my career--I don't care whose publication its in. And I most certainly don't care about inter-association politics or turf battles.
Posted by: Maggie McGary | May 12, 2009 11:54 AM
Great catch Kristin.
This reminds me of when ASTD broadened its membership options with several add-on features/categories, one of which got you discounted access to publications from other sources.
Using the association's network and access to get me value as a member that would have been (1) unattainable on my own or (2) more expensive is a real service and more groups should look into it.
Posted by: Jeffrey Cufaude | May 12, 2009 4:49 PM
I couldn't agree more. The idea that any association owns all the really important knowledge for their area is ludicrous. Today's associations have the opportunity to be the conduit to the most relevant content in their field, whether or not it was produced by them.
This goes beyond publications to include other web sites, user-generated web content, programs, meetings, etc. Start with a search option that includes other trusted sites, perhaps even your competitor's site if it has worthwhile information. Provide real member value by saving them time and aggregating content that will be interest to them.
Posted by: Rick Johnston, CAE | May 13, 2009 12:28 PM
I have wondered why more associations don't "get" or embrace the role of content aggregator including referring their members and general constituency to external valuable but pre-reviewed soruces of content.
Chances are, a staff of 15 people and a network of hundreds of volunteers have read every general interest magazine or journal article or blog posting, and every feature in every relevant refereed journal within days of its release.
It would be wonderful to find a way to engage, incent and maybe deputize smart people within our associations (staff and members and significnat others) to harvest some of what they read for personal professional growth, and to share with others through the association via content links and commentary. I don't think often about this topic, but naively at least it seems to me even more important today with a media world that is growing ever more fragmented, which makes it more challenging for any of our members to sift through relevant content to find what is applicable to their professional or business lives ...
Posted by: Kevin Whorton | May 19, 2009 6:43 AM