The Vanguard View: Insight for Association Websites

5 Critical Association Web Strategies For 2012

Posted by Chris Bonney on Fri, Feb 03, 2012

    

1. Leverage What Works.

The Internet is full of “good enough” information. Trying to be all things to all members is the kiss of death online in 2012. Determine what’s working on your website, what your members seem to gravitate toward, and do more of that. Don’t be afraid to cut content for the sake of doing fewer things better.

2. Curate.

Do the searching for your members. Content curation sites like scoop.it and squidoo.com make it drop dead simple for people to cull niche content for specialized audiences. Is there a way to curate your organizational or industry content in a relevant and meaningful way for your members? When isn’t making your members’ lives easier a killer member benefit?

3. Googleize.

If you have a Facebook page, then you definitely need a Google + business page. There are added features beyond what Facebook offers including a way to communicate to specific groups of followers. Also, have you seen the new personalized search results on Google.com based on your Google + connections? It’s the future of search, so be aware. Lastly, even an older site can be optimized for better Google search results. The most basic Search Engine Optimization (SEO) tactics can go a long way to better your rankings.

4. Create Peer-to-Peer Connections.

Notice we didn’t say “social networking”? It’s not that products like Higher Logic’s Connected Community aren’t vital, they surely are, it’s just that let’s think beyond social media for a change. What other means of direct peer-to-peer connections can you help facilitate? What about crowdsourcing the decision for your next conference keynote speaker? Or maybe look into microvolunteering.

5. Stop Broadcasting.

Move beyond blasting all news through all available channels. Some members follow you on Facebook and others on Twitter for a reason: They want to take in your organization’s content in a particular way. You’re missing a grand opportunity to provide high-value, channel-specific, one-of-a-kind content to your members if all you’re doing is broadcasting the same message in the same way to all outposts.

Do these resonate with you? Would you add another one to this list? If so, comment below and let us know what it is.

Topics: web strategy, marketing, twitter, web 2.0, checklist, higher logic, facebook, Chris Bonney, social media, website redesign, Google+, association technology, Websites, associations

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