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Benchmarking in Association Management: Social Media Policies and Procedure
ASAE - American Society of Association Executives, Jan 2011, Pages: 32
Associations may well stand at the threshold of widespread use and strategic application of social tools, suggest the results of the ASAE Foundation's study Benchmarking in Association Management: Social Media Policies and Procedures. They are definitely monitoring, establishing presence, and even developing strategies for social media, but multiple factors suggest that many are a bit cautious about sharing exactly what they are doing, perhaps because they are in the formative stages of understanding and beginning to leverage what still constitutes relatively new media.
The ASAE Foundation conducted this Benchmarking in Association Management study during the first quarter of 2011, using internet surveys of all associations with at least one member in ASAE: The Center for Association Leadership. Four short surveys were deployed, each covering a single aspect of social media policies or procedures: staffing and resources, strategy and policy, presence in various environments, and use in the context of meetings.
An email message was sent to the highest-ranking person in the organization asking him or her to forward the link on if there were others in the organization who would be better able to answer questions about how social media is handled. A total of 454 organizations answered one or more parts of the study. This is a poor response rate but sufficient to get an adequate picture of the activities of associations that are at least marginally engaged in social media now.
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