responding to group members’
questions and posts, and serving
as subject matter experts. Group
ambassadors have an avatar and are
recognized on the homepage of their
community group as well as in an
Ambassador Center located in the
community. Members are encouraged to learn about and connect with
ambassadors, who serve as a conduit
to the AMA by providing suggestions,
feedback and recommendations for
improvements to the community and
new programs.
• Content development. AMA developed a formal content plan to ensure
that fresh, relevant content would be
integrated within the community and
its groups. The plan includes scheduled online chat events, relevant
blog and forum posts, and other content, such as articles, whitepapers,
best practices and podcasts that are
posted in the community’s Media
Galleries. Additionally, the community administrator develops bi-weekly
talking points for Group Ambassadors with links and references to
JUDGE US BY THE COMPANY WE KEEP
Association Forum
American Academy of
Pediatric Dentistry
American Health Information
Management Association
Material Handling Equipment
Distribution Association
American Sport
Fishing Association
Diabetes Educators
HOHENADEL
INSURANCE GROUP
18 West Campbell
Arlington Heights, IL 60005
847-259-4500
Tom Hohenadel – tjh@higteam.com
www.higteam.com
Association Insurance Specialists
Since 1905
content that may serve as conversation starters in topical groups.
A Big Payoff
Although only a year old, AMAConnect™ has proven to be a successful,
valuable initiative. With nearly 6,000
community members, 2,500 group
memberships, 4,500 posts and 750
media files, AMAConnect™ is off to a
great start. Sixteen of the AMA’s chapters maintain their own group on the
platform with more on the way.
Proprietary professional communities represent a significant investment
for associations. Successfully launching
one requires planning, organization,
business strategy and a long-term commitment. But the payoff can be big. For
the AMA, there is no more important
initiative than investing in ways to provide its members with better and easier
ways to make connections, collaborate,
find solutions to key challenges and
build their professional network.
Ultimately, online communities offer
associations huge opportunities to
expand their membership base, increase
revenue and create long-lasting connec-
tions with members and with the association brand. A well-designed
community can set your association
apart from the competition and create a
value proposition that will keep members coming back year after year.
Nancy Pekala is senior director of online content
for the American Marketing Association. She may
be reached at npekala@ama.org.
Visit the Association Forum’s “Use
of Social Media in Associations”
Professional Practice Statement to
learn more about using these highly
accessible and scalable publishing techniques at associationforum.
org>Resources>Samples and Best
Practice Guidelines>Professional
Practice Statements.
