Private social networks for associations are failing at a significant rate. The nature of initiatives at membership organizations and the false promises that “someday your members will participate” which certain private social network providers employ make this failure a slow, embarrassing process visible both inside and outside the association.
Some organizations are upgrading to member engagement software, while others take the wallowing of their member community as a sign that their members don’t respond to social media. The truth is that the strategy behind why most associations launch a private social network is flawed, leaving behind many questions:
- Who is at fault? Members? Staff? Software companies? Consultants?
- Why didn’t our members use our community?
- What do we do now since we have invested so much time and money into this software?
Successful Private Social Networks for Associations Rarely Involve Social Networking
One of the main reasons why private social networks have not been as successful for associations as membership professionals would have liked is that many organizations are sold on the idea of providing an online space where members can find other members, connect, and network.
This model is wrong and a lot of associations are paying the price for it. The goal of this article is to help associations develop an engagement strategy that avoids the pitfalls that many membership organizations find when they try to engage their members online. The following are 3 reasons that successful online member communities for associations rarely involve social networking:
1) Members Want Help Doing Their Jobs
Online communities for associations that keep members engaged focus on how the organization can help their member do their jobs better. It also provides a platform for members to help other members do their jobs better. People engage around issues, discussion, and useful, original content – not arbitrary invitations to connect or “member matching” results filled with names of strangers.
2) Online Member Communities Are Not Private Facebook Sites
Members already have places to connect with people in their business and professional lives – Facebook and LinkedIn.
Members will rarely connect with other members unless they have had a meaningful interaction with them, such as meeting at a live conference or being on a committee together. However, once that personal connection has been made, a member is going to use the online platform that they use to stay connected with everyone else in their life – either LinkedIn or Facebook. Here is why members don’t use their association’s website to build a network of fellow members:
- If someone does not renew their membership for any number of reasons, they would lose access to the network they built.
- People don’t “friend” strangers online. How many of you have connected with a stranger online? If you meet someone at a conference that you want to stay connected with, you will use LinkedIn or Facebook.
- People don’t have time to maintain a separate network of contacts on a private system, especially when their existing public social networks work fine to stay connected and up-to-date with people.
To further illustrates why members don’t use their association’s private social network to network, take this example - If your church offered a social website where you could stay in touch with friends and family, would you join and use it daily because you belonged to that church? Probably not. It would fail since you already have a place to stay connected to family and friends - Facebook.
3) Just Another Task on Members’ Lists
By creating a network primarily for members to create connections outside of the social network that members already use, you are setting yourself up for failure. Checking your smaller social network and keeping up with connections often falls to the bottom of, or completely off, members’ to-do lists. The good news is that there are approaches that help associations create thriving member communities.
Are You Missing the Point?
Association executives and private social network companies who go into a member engagement project with the primary goal of creating a social network for association members are wasting resources and overlooking opportunities to keep members engaged.
We often hear fiery advocates on both side of the argument that either social networks for associations will eventually overshadow in-person networking, or that private communities will never replace live networking events. Many membership organizations, software companies, and consultants are missing the point. The purpose of private member communities is not to help members network. It is to provide information, discussion, and a community that is only available to members that can help them do their jobs.
Member Engagement Takeaway
Don’t fall for the siren song of “we have to do something with social networking” by setting up a member community with the intention of creating a place for members to network online. Think of the problems you could solve for your members that would keep them coming back to the community 4-6 times a week.
The strategy, methodology, functionality that go into the online community tools inside member engagement software are designed around principles of helping members do their jobs and keeping them engaged for the long-term.
Please share your thoughts and experiences in the comments below.
(photo credit: jerryonlife)