Staying relevant in an electronic world
Posted on : 09-01-2009 | By : Shannon Otto | In : membership retention, resources, technology
Tags: information distribution, membership retention, newspapers, print media, webinars
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Newspaper ads are now down 29 percent, as reported earlier this week. Circulation has been declining for awhile, and Rupert Murdoch is trying to figure out if he can charge people for online content.
What does this have to do with associations?
Actually, a lot.
The business model for print media is changing. The business model for associations should be changing.
I love newspapers. Love them. But to be honest, I don’t read them in print form anymore. I hate myself a little for it (I was a journalism major and practically lived in my college newspaper’s newsroom), but I can find news so much faster online — and it’s real-time. Newspapers are outdated the minute they hit the presses. And if associations aren’t careful, the same thing could happen to them.
Associations can’t simply rely on snail mail (or even e-mail) for information distribution. Smartphones aren’t just for CEOs anymore — iPhones and BlackBerrys (and even Palm Pres) are commonplace. Most people are available practically 24/7 (whether they like it or not) and are able to get news updates on-the-go.
It is crucial to distribute trade journals and news electronically. It’s cheaper, it’s more timely and it’s more efficient all-around.
Don’t end up like the print media industry — in a downward freefall wondering which newspaper is going to close up shop next. Times are definitely tough, but moving online can conserve tons of resources for associations.
Members should be connecting electronically (and not just through list-servs) via Facebook and Twitter. Real-time interaction is vital. Put the focus back on your members and ask them for feedback — what does the association provide that members can’t get anywhere else?
I discussed virtual attendance at meetings and conferences last week, and it’s definitely a cost-effective option for associations. Real-life attendance might be down, but there’s no reason other members still can’t get some (if not all) of the information.
Webinars are a growing trend in many industries. They can be free, or come at a cost. They can video, audio or both. There are tons of options, and they’re a great way for members to interact and receive information electronically.
Associations have got to stay relevant to their members. Getting feedback from them and upping the ante on your communication and PR efforts are vital, especially as technology keeps evolving.
The information newspapers provide could be relevant — if they expounded on the news and provided more valuable commentary. Most people love newspapers for their sentimental value, but I’m afraid they won’t be financially sustainable in the very near future. Don’t let a similar fate befall your association.
(This topic was inspired by this post from Cooperative Intelligence.)
Agreed that we all have to get better at different ways of reaching customers/members and that we have to reach them through different media.
However one thing that I think is missing from many communications is a “conversation”. Both between the provider and the audience and amongst the audience themselves.
While a webinar can allow for a conversation while it is live, once it is recorded, it is a static lecture. Information providers should be using their media to drive the conversation.
Services like http://twebevent.com are cropping up that will help media providers link a conversation to their media.
Swan
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Hi Shannon and Swan,
I agree about conversation. We use DimDim for webinars, and there is a “talk” feature which allows attendees to participate. It’s better for smaller webinars < 100, but that's a good enough size for many webinars. I also view webinars in their many forms as stepping stones to learning and communicating that are just part of the "conversation." I am still a fan of the old fashioned listserv for conversation as well as relevant email lists, where people who are interested in a certain topic are in…and can opt out as things change. Wikis are also a good way to promote conversation. Twitter, Facebook & LinkedIn promote different kinds of conversation as well.
We have so many ways to communicate: it's a matter of sorting out the right one for the audience you're addressing. I still love newspapers. I read the Wall Street Journal hardcopy and the NY Times on-line. I also still value the in-person meetings with people, but recognize that they are becoming less common as people are simply too busy.
Thanks for the comment, Ellen!
I agree with you that different avenues are right for different organizations. It can be difficult to keep with changing technologies, and while I do think organizations should keep their Web presence fresh and as up-to-date as possible (i.e. Twitter and Facebook, right now), perhaps listservs really are the most effective communication tool for some.
Personally, I’ve found Wikis to be a bit cluttered, but I’m sure there’s a better way to use them than what I’ve seen. I’m excited to see where technology takes us in the future.
[...] you’ve been following Splash for a while, you might recall I studied journalism in college and I spent many, many hours in the newsroom at our student paper. Newspapers [...]