REALITY CHECK
Chat,
Discussion and Other On-Line Community Tools
We have seen associations implement
on-line networking and community tools without
adequately analyzing what will be of value to their
members. These tools include on-line chat, e-mail
discussion lists, web-based discussion forums, or other
tools.
If your association is implementing the "on-line
tool of the day" without considering whether it will
generate value for members, then your organization needs a
reality check. And here it is...
When trying to build communication and
networking, you cannot ignore the "interaction model".
In internet terms, and for the purposes of this
discussion, that means choosing among several variables,
including:
Think of these variables in their
extremes. If a communication is not timely, lacks
context, is irrelevant and comes from someone with no
authority, what are the odds you're going to answer it?
Therefore, before you jump into
web-based discussion, e-mail list discussions, or chat,
evaluate the various options.
Using the above criteria, a web-based
discussions can be scored this way:
-
You've got to think about the
association, think about the site, go to the site,
navigate the site, log into a section of the site, and
choose a forum topic.
Score: TERRIBLE RANK ON THE
LOW-EFFORT SCALE
Score: BAD TIMELINESS
Score: GOOD CONTEXT COMPLETENESS
Score: GOOD RELEVANCE
Score: GOOD AUTHORITY
Not a bad score. But often association
members prefer e-mail discussion lists -- a PUSH
technology that puts information in the email in-box.
The reason is that it optimizes timeliness and reduces
effort.
Consider the other attributes as you
roll out your strategy. They can be measured and
optimized.
Source: Paul K. Ward,
a strategy consulting in Washington, DC who builds
national and global strategies for non-profits and
for-profits around the world. Paul can be contacted at
paul@pkward.com or
on-line at http://pkward.com.
It is for these very reasons, that we are
now seeing hybrid tools...such as web-based discussion
that incorporates push technology and increased ease of
use.
Sometimes association and non-profit
staff, volunteers and other stakeholders lose touch with
the bigger picture because they are so caught up in what
is happening in the trenches. Our intent in offering the
Reality Check feature is to get these individuals to step back and re-think their existing views.
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