white paper: how member organisations are using social and community today
TRANSCRIPT
We can’t bash people over the head with a stick, we have to wait for them to go away and get excited about it.
How member organisations are using social and
community today white paper
JULY 2013
An organisation told us
A collection of people brought together by a shared interest constitutes a community
On 17 July, nine member and publishing organisations met for a breakfast briefing at the top of the
Gherkin to discuss how member organisations are using social and community today.
We drafted a white paper following the event. Some of the findings are in the Slideshare. For more, download the white paper http://bit.ly/147TFrM
Deeson Member Communications
Disgruntled members can set up their own unofficial collaborative spaces
It’s felt that members are too busy to engage online
The question is not, “Are your members there for you?”
But, “Are you there for your members?”
Organisations are deleting abandoned accounts.
Average activity levels are between five and 10 tweets per day
An overarching strategy and central control are important for social media success.
Managing regional demand for independent Twitter accounts is a challenge
Identify which platforms work the best for your members. Organisations
are being dismissive about Facebook
Poor internal communications have resulted in one organisation sending 31 emails each month to members from different teams
Many organisations are siloed and require a cultural shift
The internal culture is often one of the biggest challenges.
Members are confused about what their organisation should be doing
Determine who you are and why you exist.
The digital revolution is leaving organisations feeling vulnerable and struggling with their reasons for being
As a journalist you want to get closer to online communities
Organisations are making money out of conversations online.
Real life and online work together.
Face-to-face conversations should transfer to online seamlessly
If you only curate conversations on third-party spaces, they dictate how you do that.
Move towards keeping members in your owned space
It’s difficult getting social taken seriously for investment
Organisations find it hard to think of members as customers
Customer service needs to be at the heart of the offer to members.
Value is not always just about visible conversations.
Lurkers have importance
Organisations are fearful of attracting trolls
How you handle the difficult conversations is important.
Make the most of advocates.
Treat the vocal minority like gold dust It’s about
turning the negative into a positive.
