What Chamber Professionals Should Know About Social Media

Mar 28th, 2009 Written By Cheryl Smith

What a difference a year makes! Last year I facilitated a session “Chamber Websites that Work” at Virginia Association of Chamber of Commerce Executives (VACCE) Institute. In hallway and luncheon conversations, I talked with people about blogs, Twitter, LinkedIn, Facebook and Plaxo. For the most part people’s eyes glazed over. Typical responses were,

What’s the point? and… Who has time?

Well, OK, some people are still asking those questions about social media a year later. But many more people are “getting it.” The growth of social media has boomed in a way that I could not have imagined. And that’s the frustrating part.

Somehow, I could see that something big was happening. I sensed amazing potential but couldn’t articulate compelling responses to the questions these busy chamber professionals were asking. In reality, I was just figuring it out myself. Perhaps in some ways, we are all still figuring out the implications of this unprecedented shift in the way people communicate and what that means.

On Thursday I’ll be presenting “What Chamber Professionals Should Know About Social Media” for the 2009 VACCE Institute. Talk about full circle! I’ll finally have the chance to make a compelling case for the use of social media, beginning with the definition and how it’s really just about conversation and engaging people. From there, we’ll:

Discuss key business objectives and corresponding applications
Review success stories (case studies)
Highlight possible pitfalls
Formulate an action plan for implementation

So I’m curious. What would you include in a presentation entitled “What Chamber Professionals Should Know About Social Media?”
What key things would you include to make sure they “get it” and are able to help the businesses and non-profit organizations in their communities “get it” as well? Leave your comments so we can all benefit from your insights, and so I can give you credit in the presentation.

@jjmink

"Trust...": I tend to agree. Potential spammers beware! Professionals embarking on social networking projects might do well to keep in mind the social network isn't about them USING it (for their agenda of the week or authoritatively/manipulatively or about doing their thing on it's members, etc) so much as it's about authentically representing themselves as they participate. Valuable participation and valuable members seem to do well.

I suggest ping.fm for updating in a consistent way across multiple networks simultaneously. Your audience may find it helpful and simple.

And thanks for being a valuable part of my social network.

Jason Fowler

Hi Cheryl, I would talk about the reality that this is no small trend. Social media is a revolution in human society. It is a complete paradigm shift in the way we live and communicate. Without understanding the overall context of these shifts it would be easy to float on top of this rushing river when really we must learn to swim, and adapt to the new communications environment.

Business owners and professionals across the board are learning that these shifts are creating a radically relational marketplace.
Trust is the new currency.

shalom!

Deirdre Reid

I encountered resistance when trying to convince the leadership of my trade association to explore social media. It's best to begin by showing them how it works (make it less intimidating) and the benefits to the Chamber and to the Chamber's members. The Chamber can position itself as the SM coach for its members - more membership value. Feel free to borrow from the "sales sheet" I used to convince our leadership to start a LinkedIn group - http://tinyurl.com/cse2wm.

Matt Brandon

Cheryl, great topic, still relevant and all that.

Two things I would impress upon them:

1. Make sure the content you post in social media is informative and fun for users, focused on THEIR needs, not just another cheap way to promote the Chamber. Links to upcoming Chamber events need to be communicated somewhere else, IMHO. Link me to EXTERNAL resources the Chamber has found that serve my interests and expand my knowledge base and efficiency.

2. Inform/educate/entertain. Do not overuse this tool or it will be ignored (like e-newsletters). Establish your position as an expert in something relevant to your membership and really OWN that intellectual capital space. But do not try to achieve or address your every business goal through these tools.
3. Okay, you get a bonus: There are now TOO many calls to action. At every turn, we are being dogged to do more, and I think we are nearing or at the point where the backlash from over-busy people will undermine the real point of using social media. Don't let this fall into the same trap email has (it was touted as an efficient tool but has become anathema to truly effective communication and relationship-building.
4. And a fourth!!! Don't over-extend and try to use every single social networking tool simultaneously. Focus on the heavyweights, but don't be anxious to adopt every new utility out.

What Chamber Professionals Should Know About Social Media

Latest Comments

Tag Cloud

Recent Posts

Pages

CultureSmith Consulting