Association 2020

While there are many elements which comprise an overall association social media strategy, there is one which in my mind stands above all others.  That element is creativity.  I’ll believe creativity is the single factor which will ensure the success of all other factors.   

The social web offers a world of limitless possibilities and opportunities for all types of assocations and organizations.  At the same time, there are two major challenges facing associations:

Challenge 1:  Organizational adaptability required to embrace new models for communication, relationship-building and share of control.

Challenge 2:  Mapping the larger association-related social web network of participants, groups and stakeholders.

I believe creativity is the secret in overcoming resistance and unlocking new opportunities.  Reason being, the “DNA” of extended social networks relating to your specific organization is unique based upon the people and issues at play. 

There is not a “one-size-fits-all” model for where you should be and what you should be doing.  Even more, the social “tide” is constantly shifting.  Rather than approach from a benchmarking methodology, it’s important to be creative in identifying, seizing upon and reaching your objectives by engaging the social web in a meaningful way.  Often, as you move forward, it will require you to act and operate in new and unprecedented ways.  You cannot simply take your traditional association model of top-down control and apply it to the social web. 

Second, creativity often represents the very best in open-minded thought process which ensures fair consideration, exploration and experimentation of all possibilities.  Further, creative thought helps you move beyond the traditional groupthink into envisioning new models, networks and ways of advancing mission.  

The bottom line is we cannot apply the traditional model nor can we simply keep doing things the way we’ve always done them.  Throughout time, creativity has been the key to unlocking new opportunities and possibilities in building a stronger future.  In the realm of the social web, this truth has never been so important. 

There is great reward out there for those associations who can imagine the possibilities of the social web in creating their future.