Association leaders have been aware for some time that the days of the printed newsletter are rapidly coming to a close. What must be developed in place of what has been traditionally thought of as “communications” includes a full-scale immersion in the rapid, disruptive evolution in digital, user-generated content.
Association leaders who are still debating the merits of blogging or wondering if they should engage in social media will find their ability to function in the video-driven new media landscape severely compromised. As the publishers and “keepers of the keys” to vast amounts of information about industries and professions, association leaders have a responsibility to actively engage in exploration and experimentation with all new forms of media lest they find themselves increasingly irrelevant in the publications landscape.
I know that my Project Management Institute local chapter struggles with this concept. We have tried newsletters - but that takes a dedicated volunteer and input for articles to fill the pages. Facebook and Twitter need constant attention and data or the information gets lost in the stream. We are still trying to figure out how to reach out to the next generation so we can remain viable and relevant in this new technological age. Any Thoughts?