Are you are still trying to figure out how to implement a social media strategy in your organization? If so, you should take a look at this post on Social Media Today: 6 Steps for Creating a Social Media Marketing Roadmap & Plan. While it may be yet another plan in a long string of similar plans, I think that what we are seeing is a formalization/crystallization of what does and doesn’t work based on experience. This maturation process lends itself to better strategies and more simple approaches and make it a lot more accessible for late adopters.

While it may not tell you everything you ever wanted to know I think the six-step plan is a really good starting point, especially for those who still haven’t taken the plunge either because of uncertainty or fear. The highlights of the article are as follows:

First take time to determine the following:

1. Your goals – SEO, PR, traffic ( to drive awareness? advertising click-thus? conversions?)
2. Your audience – where does your target demo hang out?
3. Your resources – you, you plus an intern, internal team, agency?

After you figured out those aspects you are in a much better position to implement a durable strategy following the authors six-step plan:

Step 1: Understand What Social Media Is: The best way to look at social media is to view it as one of many Internet marketing channels, one that has the amazing power to go viral.

Step 2: Understand What Social Media Can & Can’t Do: Social media can engage your audience, encourage online conversations that are user-generated, increase your web presence, expand brand awareness, generate publicity (both good & bad) and provide SEO benefits.

Step 3: Determine Where Conversations are Happening: You will need to respond to conversations that are already happening.

Step 4: Divide: Next, you want to expand into unchartered territory. Before venturing out into the vast unknown, create your social media road map – a map of the social web as it pertains to your business.

Step 5: …and Conquer: Now comes the tactical deployment.

Step 6: Trust in the Force: Finally, trust is a huge factor in social engagement. Understand that social media marketing is most effective when users in the community know you.

Some may call the plan too basic/remedial. I feel that that is exactly why this approach is so appealing and would likely work well – especially for those who are just starting off. Start small, keep things simple and make sure you can analyze and measure what you are doing. If you go too big out of the gates you’ll never know exactly what is/isn’t working but if you start small you can always make incremental changes and add or subtract from what you are doing with very little problem. Good food for thought.

Just this morning I received one of the funniest serious emails that I have seen in a while from a former colleague at PMI. The title of the message was “In Poor Taste”. Her message was short but animated:

The other day I found a new pastry, called ‘Long John,’ in the vending machine at work. My first thought was that the name suggested a colloquialism other than “pastry.” Colleagues in my department thought the same thing because we didn’t know that there was this type of donut.

Apparently she did some internet research and discovered that: “During the NAMA Expo, the company previewed its latest premium pastry, the 4-oz. white iced raspberry jelly-filled Long John, which will be available in January and vend for $1 or more.”

She closed her note emphatically stating: I don’t plan on trying this “premium pastry.”

Attached to the message was a camera phone shot of the questionable delicacy.

Her whole experience started me thinking about how, in a time where access to information and easy to use communication tools empower millions every day, this situation could have been a boon or an absolute disaster for the company involved. Case in point, this could be the most delicious jelly-filled vended treat that one could possibly find to satisfy a mid-day snack attack, but many people will never know simply because the imagery and the product marketing appear to be more suggestive than it has to be. Some may even interpret it to be perverse or offensive. Personally I think it’s one of the funniest things I have seen – at least in a food product – in quite some time. I guess it’s all about interpretation. But all you need are a few people who don’t like it and the buzz-storm begins. They tweet about it and blog about it and tell their friends. Then one of the blog posts gets Dugg or Slashdotted and then it’s drawn into the national spotlight. It’s a vicious cycle all caused by a poor choice of words. Would it ever happen? Probably not in this specific instance, but it could and it has.

The moral of the story: It’s imperative to make sure what you are saying is consistent with how you are saying it. How do you really want to be perceived? I believe the adage from Edward Bulwer-Lytton: the pen is mightier than the sword is perfectly applicable here. If you are responsible for communicating specific messages choose your words very carefully. Let’s make it personal, how many times in your personal or association-related communications did you intend to convey one message only to end up communicating something totally different? I know that it happens all of the time.

So while this is a pretty humorous situation – at least for those of us who don’t have to deal with the impact of it – it’s also a powerful reminder of just how imperative clear communication is.

What you say matters, but how you say it is key.

Your thoughts, opinions and reactions are always welcome.

Punchy title, interesting concept: what are associations doing to help those that are out of work or in tough times due to the economic malaise that the nation is going through? Should they be doing something for their members, especially those who who have or are actively involved or volunteering? Great questions and something for all Association Execs and staffers to consider. I wish I could take credit for coming up with it, but a response by the thoughtful Kiki L’Italien to my recent post ( Tag…I am it)� really started me down the path of thinking about it. I think that in order to really answer the question there are a number of factors you have to consider.

First, what is the true purpose of your association – perhaps what is the true purpose of all associations? I’ve always believed that associations exsited to advocate for or advance a cause, idea or profession. With that in mind I though associations should provide their memberships the tools, knowledge and connetions to assist in that mission. An association should act as the fulcrum for all activity surrounding the area that it represents. If you want to know about the past, present and future of something you should be able to go to the association or associations that represent it. Want to learn and develop so you can advance in an area or topic, you should be able to go to the association. Likewise if you are looking to connect with/to people who share your interest in or passion for an area, you should be able to turn to the association.

Second, is retention or acquisition of members more important to your organization. I’ve always believe that acquisition without retention is a vicious cycle that gets you no where fast. In fact an aggressive acquisition campaign would probably cost you more in terms of time, money and effort and gives you little to show in return without some sort of retention campaign to support it. Granted, I know an association cannot stagnate and must continuous attract and engage new members but it also has to consider the members who got the association to where it is today. I don’t think one has to come at the expense at the other but I also believe that it has to be a well thought out plan on both sides or it will probably marginalize or alienate somebody. It’s worth considering the fact that if you can retain members and keep them happy and engaged they in turn will recruit new members. Never underestimate the WOM effect.

Third, what will the long-term impact of doing something be and can the association support it? Not all associations are created equally and therefore the associations health and well being have to be considered before doing anything. Will your balance sheet support it? Would doing something require a bylaw change or board approval?� Are there already policies and procedures in place that have long been forgotten that could be investigated/implemented? This is a tough area that is full of a lot of pitfalls but if something is worth doing I firmly believe they are worth doing right. I guess how it goes in this area depends on whose idea it was in the first place and how it comes to broader attention.

Finally, how would doing something be perceived? Conversely, how would doing nothing be perceived? Let’s face it, perception is reality and for many how you respond in times of crisis generally show/tell more about an organization than under normal operating conditions. People will likely remember what you did or didn’t do. I guess the rule of thumb is how does the association want to be judged in the court of public opinion. I would suspect that most associations would want to be seen as stewards of an area as opposed to robber barons. That said, you have to walk the talk.

As someone who is technically out of work and doing what I can to stay afloat and seek re-entry into the association and/or educational world, I have some pretty distinct thoughts on the subject. I’ve always taken my membership in associations seriously but it wasn’t until I became a staffer that I realized how much more I could do. When I started at PMI my only experience with associations was a member and I quickly realized just how much I didn’t know. It didn’t take long until I was a card carrying member of ASAE and the Center because I needed access to knowledge and networking so I could continue to pursue and advance my career. I was fortunate that as a result of writing my blog and attending my first event I got connected to some of the best and brightest in the association world (you know who you are) and that precipitated my deeper interest, involvement and ultimately volunteering and thought leadership.

For me joining an association isn’t an end in itself it’s a mean to an end. I’ve yet to realize anything directly from my membership in and involvement with ASAE. In fact in many ways it’s cost me/my employer to belong and attend and volunteer. But I think that is just it…the overt benefits were never there but the indirect ones were there from the very beginning. I’ve met, worked with and maintain friendships and relationships with some of the most intelligent and thoughtful people that a person could know. I’ve learned and grown tremendously as a result of the resources that I have found, the events that I have attended and the sessions that I have presented at. I’ve had a chance to be both teacher and student. I’ve been able to shape the future of the assocation through my involvement. All of those reasons are why I was a proud member and also why I volunteered. I don’t think you can put a price or valuation on opportunity…

Association membership is a key that opens a door, but if you don’t use it you can’t complain that the key doesn’t work. It’s all about what you do with it.

A few closing notes. In the last sentence in the second to last paragraph, I said I “was” a proud member of ASAE and many associations. Unfortunately due to my own financial constraints and circumstances I have been unable to maintain my memberships. A sad reality in a very difficult time for many. As for what I would want from an association as a passionate member and volunteer…that’s not for me to say. I think each association has to do what makes sense based on the points I made above and based on who is negatively impacted. I hate to say it, but the answer is, and always will be: “It depends”. Depends on who the person is, depends on what they have done or may do in the future, it depends on a lot.

If you know of any associations out there looking for a few good men, or one good man, let me know. Comment below of DM me via Twitter @desabol.