For the vast majority of associations, integrating social networking platforms into community building for members is a game of catch up.  We know this is where more and more of our members are – where they are friending/linking/following each other, and sharing information.  This is where they can have a discussion or ask a question.  We know they are there, and we know that we need to be there – the how is what each of our associations is still trying to figure out.

Traditionally, some of the main roles of association chapters have been to provide networking opportunities where people could have discussion and meet each other, share educational content for professional development and encourage community.  Sound familiar?  With the capabilities of social networking chapters should be able to expand what they can offer their local constituents so that their community is not solely reliant on in-person meetings.  I believe perhaps the biggest obstacle to this natural pairing is volunteer chapter leader knowledge deficiency on social networking (I have not yet come up with a catchy acronym for that – suggestions are welcome). 

For example, they took pictures at the last chapter event – should they go on Facebook and the participants should be tagged?  Should they upload them to Flickr?  Uploaded as a file on the association’s private social network? Do they know what tagging or Flickr is? 

Chapters often serve as the entry point for professionals who were not aware that they had a professional association, or what it could offer them.  Supporting our chapters means making sure they have the tools, resources and knowledge to best serve their local members so that they quickly realize the opportunities and benefits of affiliation.  Associations should not wait until they figure out their social media strategy to start incorporating social networking training for chapter leaders. 

To start with, you can run introductory session on the different platforms, what they are used for and the differences between each.  For associations with a private social network, this also gives an opportunity to focus on how to integrate the assets your own network provides with the ‘outside world.’  Walking leaders through the sites can allow them to ask questions and share ideas on how to tailor their efforts to their chapter.

With a general base knowledge as a foundation we can have a one-on-one consultation call with each chapter to help them establish what goals they would like to accomplish with social media, and what are the right tools to accomplish those goals.  Particularly since a volunteer leader’s term is limited, this goal setting process is necessary so that the initiatives continue beyond the life of any one leader/board.

The path into the social networking universe is not straight.  It is full of experimentation, innovation and dedication.  While we may not know where each chapter will end up, we can give our chapters the tools to start the journey.

- Lowell Aplebaum is director of member relations for the Regulatory Affairs Professionals Society.  He has been working with leadership development for over a decade, has been to all 50 states in the U.S while visiting association chapters and is still amused when he remembers creating his aol name back at the start of his social media journey (up2go).  Twitter: @lowellmatthew