It may seem like an oxymoron for a marketing person at a technology software company to tell you (on a technology blog no less) that technology is the end point – it’s the icing on the cake. But I’m going to anyway. Technology is a tool to help us reach our objectives more easily. It’s been that way since the invention of the wheel. It does not necesarilly make our jobs (in a career sense) easier but it helps us simplify our daily tasks.

From an association stand point, technology allows us to reach a larger audience with pinpoint accuracy. Database reporting can isolate subgroups for email blasts for anything from dues renewals to state/chapter events. You can even drill down by zip code and past events attended.  No more manual sorting and piles of contact information papers. You can hold virtual meetings and events, accomodating even the most hectic schedule. Members can connect through forums and online networking regardless of their geographic locations.

But all of these incredible changes over the past decade are powered by people. That’s where it starts. People, process and technology -- in that order. Invest in your people (members, staff and stakeholders), tie that investment into your (business) processes/goals and use technology as a way to get there and a method to continue that investment.

Associations have the people; your “community” begins with your members. Whether you have an online community or not, you already have a member community. How are you investing in it? How are you cultivating it? How has that investment and cultivation changed over the last decade? (Note: if it hasn’t then this is where you need to start.)

Next, work on your process. What are you doing well? What challenges do you face? How do your people tie into this? How can your “process” help your community?

Once you have a community and a process/goals for your community, select your technology. Without a focus on people and a process in place, your technology selection may not cover your true needs. People and process give your technology context with which it is easier to assess those needs.

Purchasing great software doesn’t create engaged members any more than me owning Paula Dean cookware makes a delicious butter-laden dinner magically appear in my kitchen. Technology is a tool. What you do with it is what makes the difference. (Necesssary disclaimer as a technology person: yes, some software is better than others just as some cookware is but…) To be successful in today’s social-driven world, your focus must always be your people. People, process, technology.   

Christina G. Smith is the Social Media Marketing Strategist at YourMembership.com (www.yourmembership.com). She is looking forward to attending #Tech11 and is hoping she can find her winter coat by then.