Social collaboration platforms are making it increasingly easy for organizations such as Associations to communicate and engage directly with their members. One-way communication between the Association and your members is an outdated digital strategy. People have opinions and questions they want heard. If you are not providing a platform to fulfill this communication need, you can bet a competing organization is.
It’s a never-ending balancing act. Associations must attract new members, retain current ones, all while keeping them happy and engaged. This situation is exacerbated as Association leaders find themselves managing a variety of members than span five different generations. Don’t fight with generations. Embrace their characteristics and distinct differences.
Engagement matters for everyone. That’s what I learned last month at the 2017 Healthcare IT Marketing and PR Conference (HITMC) in Las Vegas. I had the distinct privilege of serving on a panel that focused on “How to Create Synergistic Relationships with Associations.” While my session was a lot of fun and truly enlightening, I was more intrigued by Gary Rhoads (learn more about Professor Rhoads here: http://bit.ly/2q8fEPy) and his presentation on “Creating Customer and Employee Engagement.” We all know that higher levels of customer and employee engagement lead to more positive business outcomes and higher shareholder wealth. With Professor Rhoads, we focused more on the fact that few companies know how to create engagement. So, how does that translate to your business for Associations? Simple.