Posts tagged ‘Social Media’

Social Media – From Trend to Standard Association Business Practice

Having returned from the 2010 ASAE Annual Meeting last week, all I can say is it has been a fascinating year in the slow evolution of the social web’s impact on association business practice.  I can also say  there are many more miles to travel before associations secure a strong future with their audiences.

Perhaps the most interesting development I’ve seen is the way some of the trendy social media hipsters are starting to lose a bit of interest, which can only mean that we may finally be moving toward the integration of social media strategy into the standard association business model, strategy and operations… but we aren’t quite there yet.

I admire all of the cutting-edge early adopter personalities out there as they are the ones who help push everyone else through the gravitational pull of the association atmosphere to get us all to the point where we can shift our focus to analyze how the business trends of social media are reshaping our world.

Where do we go from here and what does 2011 have in store for us?  My recommendation for you is a series of board and executive management sessions in your association geared toward educational and planning so the business impact and opportunity of social media can, once and for all, be understood and advanced.

In doing so, we move the conversation from the delegation of social media responsibility to the new part-time college graduate hire over in marketing/communications to the place where all strategic business issues are discussed and planned… the Board Room.

As the saying goes, “if you’re not part of the solution, you’re part of the problem”.  Now, let’s get out there and build a strong future for associations.

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September 1, 2010 at 9:46 am Leave a comment

Shifting Social Media Business Strategy from “What” to “Why” and “How”

Last week I delivered a presentation in Chicago outlining the generalized steps for developing a social media business strategy to a wonderfully engaged audience of around 80.  In connecting one-on-one with a number of those in attendance prior to the start of the session, my perspective is further reinforced that most organizations are generally trapped inside the rapid reaction phase of social media strategy, which often fails to take into consideration the true opportunity presented by the social web.

Many are treating the social web with a “gold rush” mentality which as I’ve written before very much feels reminiscent of the dot.com rush and bust of the late 90s.  I would like to take this opportunity to remind everyone that true social web strategy in my estimation is not a “get-rich-quick” scheme, rather it is an investment of time and disciplined business planning like any new business strategy.

Want a shortcut to getting on the right track in the development and implementation of social media business strategy?  My advice is to focus/refocus your thinking away from “what do we do?” mentality toward the better questions of “why” you are engaging in social media in the first place and “how” social media will help you advance the mission, vision and goals of our business.

While this sounds overly simplistic at first glance, the difference between the “what”-focused approach compared to the “why/how”-focused approach could be the difference between success and disaster.  In other words, the question you must ask yourself is whether you are rushing a series of half-thought tactics into the marketplace full of uncertainty OR are you investing in a solid business planning process unique to your organization geared toward evolving and advancing your business mission in an effort to adapt to the opportunities and realities of this new business environment.

Remember, the true successful practice of eCommerce emerged as a disciplined long-term business strategy in the aftermath of the dot.com craze which produced countless business models which have succeeded for new and existing business enterprise.  I predict the same will hold true for web 2.0 and social media in that once the smoke clears from the craze and “snake-oil” presently saturating the air, we will find that those who succeed in tapping into the social web did so through a deep understanding of the psychology behind social media participation as it relates to their business and the development/execution of a well-conceived creative business plan which is integrated within the overall business model of the organization.

December 21, 2009 at 6:23 am 1 comment

What Social Media Means to Associations – Beyond Mere Facebook Pages and Twitter Accounts

I’ve recently had the wonderful opportunity to deliver presentations to a variety of individuals and organisations regarding how social media is already transforming the future of associations.  Through these experiences, I’ve listened carefully to fears, perceptions and admirable admissions of a lack of functional understanding relating to what social media means to associations.

I also hear allot about Facebook pages and Twitter accounts, as if that is somehow enough to leverage the potential of the social web.  The reality is social media is more than a communication channel, rather it is a one-to-one and one-to-many conversation and relationship-building tool.  The same types of conversations and relationships we have been engaging in with current and prospective members for years.  It’s also a business strategy, just like other vital aspects of organizational operations provided it is already acceptable for staff to answer the phone and handle attendee questions at conferences.

Simply put:

The social web is an opportunity to expand your association sphere by listening, connecting, engaging and building vital relationships which expands your association sphere.

Why is this important?  Because conversations and relationships are what led to the creation of associations in the first place.  Further, social cohesion is the glue which holds together and propels our organizations.

A member’s commitment to an association is measured by the extent to which they feel a connected part of the organization.  The way members connect to an association is through some form of engagement or participation.  Before the social web, it required a greater sacrifice and investment to participate (planes, trains and automobiles), but today the social web provides an inexhaustible opportunity to connect and participate.

As the saying goes, the more things change, the more they remain the same.  The social web is simply a smarter tool with which we can adapt and greatly expand our mission.  With the right organizational foundation, we can all be ready when Facebook inevitably becomes tomorrow’s MySpace.  While the platforms will continue to change, the “rules” will always remain the same.

I designed the cluster symbol above to demonstrate the way in which a like-minded group of people bond together to form an association.  Clusters form within associations to initiate new projects and components.  Today, new clusters are forming outside the walls of your association, in almost every case not to replace you but to give rise to issues and concerns facing a trade or profession.  As associations, our goal is to reach out and create new bonds with individuals and groups working in support of our interests.  This symbol is also the official symbol of my new consulting practice, Social Frequency Media, which I started out of a deep desire to help associations transform their futures and leverage the potential of social media.  I hope you will find the above information and other postings here at Association 2020 useful.  SM

December 7, 2009 at 2:12 pm 3 comments

FTC – Bloggers Liable for Endorsements and Misleading or Unsubstantiated Representations

The Federal Trade Commission this week released new Guides Concerning the Use of Endorsements and Testimonials in Advertising.  Since I am a strong and vehement advocate for authentic and genuine participation/interaction on the social web, allow me to provide my spin on how we might simplify our understanding of the 81 page FTC document:

  • If you get PAID to SAY, then you must SAY you got PAID.
  • If you CLAIM RESULTS, it better be TRUE.

Here is a verbatim breakdown of the FTC Office of Public Affairs release (10/5/09) as it relates to bloggers:

1)  The revised Guides also add new examples to illustrate the long standing principle that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers.

2)  The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.

3)   A  paid endorsement – like any other advertisement – is deceptive if it makes false or misleading claims.

Let’s all work to preserve the integrity in the appropriate use of social media, within which resides immense possibilities for a more meaningful world.  Since I’m not a lawyer, I encourage you to consult a lawyer or legal counsel for advice or a complete interpretation of the  complete 81 pages of text.

October 8, 2009 at 2:27 pm Leave a comment

12 Ways Social Media is Different than Traditional Mass Media

Social Frequency_symbolThe social web has changed the media communications landscape in a way much of the world has yet to fully understand.  Simply put, the social web has created almost a reverse flow in the traditional mass media world in which user-generated content and consumer activism is reaching more audiences than brand messaging.

Those businesses and organizations who refuse to begin charting a path toward collaborative and conversational social media communications models will eventually find their high-paid mass media messages generating a lonely echo on a faint frequencies.

Fear not my friends.  Below you will find a comparison of 11 ways in which social media is different than traditional mass media which will hopefully get those right brain neurons firing in a new direction.

1)  Traditional Mass Media is passive consumer participation, Social Media is active consumer participation.

2)  Traditional Mass Media is one-way “one-to-many” communication, Social Media is two-way “one-to-one” communication.

3)  Traditional Mass Media targets isolated consumersSocial Media connects consumers who generate conversations and content.

4)  Traditional Mass Media is message-driven, Social Media is conversation-driven.

5)  Traditional Mass Media is built around perceived brand control, Social Media is built around shared control and humanizing transparency.

6)  Traditional Mass Media consists of a limited set of targeted channels, Social Media consists of a conceivably unlimited number of targeted channels.

7)  Traditional Mass Media impressions are fleeting with awareness subsiding after date of publication/broadcast, Social Media conversations and content are lasting and continually discoverable via search engines.

8)  Traditional Mass Media is brand-driven, Social Media is service and consumer-driven.

9)  Traditional Mass Media has limited reach with increasing cost as reach expands, Social Media offers unlimited reach and micro-targeting while investment remains relatively constant.

10)  Traditional Mass Media is a financial investment in paid channels and creative, Social Media is a social investment in people, conversation and user-generated content.

11) Traditional Mass Media carries varying levels of credibility and authenticity, Social Media is conveys a stronger sense of credibility and authenticity.

12)  Traditional Mass Media is like night, Social Media is like day.

While the above picture has been painted with a broad brush and is far from complete, I believe the progression of social media to date has proven these thoughts to be fundamentally true and are becoming truer by the day.  What will be your next move?

September 30, 2009 at 11:40 am Leave a comment

Association Publishing Magazine Features Stuart Meyer in September/October 2009 Issue

Association Publishing ArticleMy advance apologies for the dreadfully ego-centric sounding headline above.  I simply wanted to make sure this posting was optimized for search engine results… or “SEO” as it is called… which translates into posting views and insures that this story might reach a wider audience.

As many of you know, I’ve spent the second half of this year making the transition toward living and sustaining my life purpose.  This wonderful article, written by the very talented Carla Kalogeridis, provides a deeper perspective on how I am working to translate my humbling gifts and talents into my daily vocation as composer, filmmaker and not-for-profit social media consultant.

Earlier this year, as a step along this journey, I voluntarily composed a theme song (click here to listen) for the Association Forum to be used as a source of motivation for all the not-for-profit association professionals out there who have weathered a very difficult year.  The title of the theme song is “Go the Distance” which pretty much says it all to anyone from any walk of life who has endured this year of economic heartbreak and setbacks.

Within the past couple of months, I was contacted by Association Publishing Magazine about their interest in writing an article about the story behind this piece of music.  If you click here you can read the full article.

As the journey continues, I also invite you to support my current documentary film project, Imprévu – The Kenneth von Heidecke Storywhich is an inspiring story about a blue-collar Midwestern kid from Chicago who faces unimaginable triumph and tragedy in pursuing professional and international acclaim in the world of ballet.

When I first met Ken, I knew this was a powerful story that had to be told in a way that is as uniquely creative and as beautifully artistic as his life.  This film will not be your typical documentary, but rather an emotive and inspiring cinematic journey that well leave audiences reflecting, and hopefully acting upon their own inexhaustible purpose and calling in life.

Please join the official Imprévu film group on Facebook by clicking here where you can read our production diary dating back to 2008, listen to clips of film music I’ve composed and see our growing collection of production photos. I also welcome you to spread the word.

September 14, 2009 at 10:17 am Leave a comment

5 Ways to Get into the Flow of Social Media

DSC_0131Below are  5 ways to use social media to expand your organization’s sphere of engagement, interaction, particiaption and influence: 

1)  Develop a comprehensive relationship-focused social media strategy driven by the mission and strategy of your association.

2)  Conduct a social media audit to identify all groups and influencers within your association’s social sphere. 

3)  Engage regularly in social media monitoring, utilizing keyword-based search tools built into popular social media platforms or third party applications.

4)  Operationalize the use of social media as a business tool at levels of the organization.

5)  Be authentic, experiment, make connections, build relationships and cultivate brand ambassadors.

August 24, 2009 at 10:03 am Leave a comment

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