How will your members know which group to choose?
Recently, I was searching (on the Internet) for a particular association. My intention was to find out a little more about them and possibly join. I didn’t want to contact someone on the phone because I wanted to make my decision unencumbered and without pressure from a voice on the other end. But when I typed in the name in the search bar I was surprised by the results. Sure, I expected multiple returns but multiple returns for the group only. I figured I’d find a main website, maybe a LinkedIn group or a Facebook page. Instead, I found multiple LinkedIn groups, multiple Facebook pages, a Twitter feed and no website. I started going through the LinkedIn groups but didn’t have the time to dedicate to figuring out who was the “real” organization.
If you’re an association, or any member-centric group, take a moment — right now — and search for your organization. What comes up? Are there multiple results leading your potential members away from your group or are you playing in a field of one? Good information to know.
