When you adopt a tool like MemberHub as your organization’s primary communication tool you’re essentially telling your members that “this is how we communicate”. Opening up two-way communication channels and putting your members in touch with each other will result in more informed, more engaged members. This means you get less phone calls and potentially save money on extra staff needed to ensure proper communication is taking place. But “will my members use it”, you ask.
Your members hang out on Facebook all day. You’re likely NOT going to get them to hang out in some other social networking application or communication tool. But that doesn’t mean that you should be using Facebook as your communication tool. And it also doesn’t mean that you need a really cool social tool to enhance communication.
A successful implementation of MemberHub means your members are connected, know how to reach other members, and can take care of the business of being a member (like signing up for an event). There’s no concept of “friends”. It’s not about logging on creating unbelievable online community. Online community doesn’t just happen. Even if you have the best tool in the world, online community only happens will it’s fostered and cultivated by people.
It’s about taking care of the business of being a member so that you can leave time for REAL community when members do gather together; rather than worrying about logistics and planning.
So when you’re considering your communication software needs don’t worry so much about getting members to hang out in the tool all day. Just make sure that you’re using it. Make sure that members know how to reach their group. Make sure that they know where to get the latest information. Make sure that communication can take place. Do these things and you will enhance communication in your organization.