On-line Member Directories Build Community
By Will Slade, ISG Solutions, Rockville MD
The following article was
published in Association Trends, October 20, 2000.
If your member directory is not yet on-line, it should be. The
benefits members receive from a print directory are considerable, but they
pale to those of an on-line directory.
An on-line directory is available no matter where you are: in
the office, at home or on the road. There's nothing to carry; it doesn't take
up shelf space; you can't misplace it and you don't have to worry about
getting it back when someone borrows it.
Another benefit is that an on-line directory is more
up-to-date than a printed directory can possibly be. Members may access your
website to update their own information, making it current to the minute.
On-line directories provide search capability. Looking through
a 300-page directory to find the 5 people who are experts in a particular
field is time-consuming and error-prone. An on-line search finds them in
seconds.
The main benefit of an on-line directory is that it introduces
new opportunities for your members to build and strengthen their communities.
This is a significant benefit that you will want to address in your recruiting
efforts.
Among the functions an on-line directory can provide are:
E-Marketplace
Having member information instantly accessible and always available makes
it easier for members to find sources for goods and services they need to buy,
as well as new customers for their own products and services. In addition, if
the directory is open to the public, your assn can become a lead source for
your members, opening up new streams of revenue for them.
Career Search
When members are looking to fill open positions or find new jobs
themselves, being able to search through the directory helps them connect
quickly with other members.
Expert Advice
If a member has a problem, he can easily find another member for advice.
PR Opportunities
Having information on-line makes it easy for the media to find industry
contacts, helping your members get press coverage.
Intl Outreach
The Internet removes geographic constraints that might have kept your intl
members from actively participating in your community.
Data Mining
The improved search capability provides a type of data mining that can be
used by members, staff, the board and press to identify industry trends.
Networking
No matter what reason members want to connect with each other, having
current contact information that is instantly available and can be easily
searched makes it significantly easier for members to build relationships.
The bottom line is that by making it easier for your members
to connect with each other, you are strengthening your community and enhancing
your already considerable value.
Details: Will Slade can be reached at 301/519-3776 or wslade@isgsolutions.com.
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