Yep, it's a new year and it's time to take your social networking to the next level. Here are the things your association should be doing that the novices aren't even considering yet. 2010 will be an avalanche of success if you blend these tactics and strategies into your planning and thought work. Best of luck and let me know how it goes.
Stop telling people you don't get Twitter. It's not a "teen thing" (teens text, they don't tweet) and it's not just a bunch of people telling you what they had for lunch. Here's a great post from Chris Brogan that provides some sterling examples of how (and why) to get started.
Yes, YouTube has been around for a while, but that doesn't make it irrelevant. In fact, as broadband connections move into the mobile space, be prepared for your members to not only expect some sort of video play from your organization, but they may even demand it. It can't be for the sake of video, though. It has to be valuable and meaningful to your contingent. Check out what Greg Hill and the Kansas Dental Association are doing in this realm. They are the real deal. (Check out Greg Hill's Vanguard podcast here.)
3. Embrace Ready/Fire/Aim
Put fear aside. Continue to try new things online. No one has figured out social media 100%, but many of those who are "successful" today have fallen flat on their face a few times first. Dell made Mashable's 10 Smartest Brands on Social Media list, but it wasn't always that rosy for them.
4. Metrics Matter
Yes, there is a lot of talk (even on this blog) as to how measuring social media is different than traditional marketing. However, that is not an excuse to not measure at all. 2010 is the year for direct impact to the bottom line, according to MarketingProfs.
The word "fear" comes to mind again. Give your members some more headroom. Let them create their own groups, their own discussions. Let them say bad things about you. Better in your house than somewhere else. Yes, you'll need rules, guidelines and maybe even moderation, but do it under the umbrella of trust and good will and you'll see participation grow.