Frontier Communities

Back in July I wrote "New Construction and Building Community" a story about how Facebook helped our neighborhood come together, build friendships, and facilitate important news. It was also a story about how our online communities are fast becoming similar to the traditional ones we have become so familiar with.


Not much has changed since that post except that more families have joined our community and many of us continue to grow closer. The evolvement of these relationships and the maturation of our neighborhood over the past three months got me thinking about the two communities I participate in and how a Thanksgiving Day event brought some clarity to the importance of both.

On Thanksgiving a few of the guys in the neighborhood decided we should host our first annual Turkey Bowl. These games are played all of the U.S. and in our case consisted of a bunch of men in their 30's who wanted to relive their glory days by participating in a touch football game. We posted the event on our community Facebook page and simply waited to see who would show up.



The game was scheduled for 8:30 and a few of us committed to arrive early to set up for before kickoff. Two tents, a stand for the kiddos, and a cooler and we were ready to go. Sixteen men showed up for the event with many wives and children in tow to watch. It lasted two hours and everyone had a wonderful time. A short time later over 216 photos were posted on Facebook and contestants were sharing war stories on the group page. It was truly a community event, one that reinforced old relationships and introduced opportunities for new ones.


Once home I posted "I survived my first Turkey Bowl" to Twitter, provided a recap on Facebook, and uploaded a few of my own photos to Slideshare. Why? Because I wanted my other neighbors, those I rarely see but communicate with daily, to see how I kicked off my Thanksgiving. Having read Thanksgiving updates from @sonnygill, @SteveDrake, @knealemann, (and many others) I was eager to share how my day was going. I, like many others, participate in the nexus between two communities and enjoy bridging news from both at every opportunity.

These two spheres now make up my collective understanding of community and I enjoy participating in them equally. Through the use of social media and a healthy blend of interpersonal events, I've come to grow as a person, meet an array of interesting people, and broaden my access to knowledge tenfold.

We all have our immediate communities, those we physically interact with on a daily basis. However, our other communities play a new role in our lives and are shaping the way we see and interact with the world around us. I will likely see my friends from the "online world" at an upcoming conference, Tweet (insert holiday here) cocktail party, or random intersection and when I do we'll be able to comment on these and other pictures, postings, and windows into my life.


We are on the frontier of building communities through virtual and physical relationships and we will continue to build and shape them as long as we remain committed to participating in them.

Social Media Flower for Volunteer Leaders

In my role at Association Headquarters I often assist our client partners in developing strategies that implement social media into their communication plans. Shortly after seeing David Nour map out a communication plan at ASAE 2009, and after several conversations with Maddie Grant from Social Fish, (who I am eternally grateful) I got to work.

With the help of two of my colleagues, Elizabeth Cies and Mark Denato, I came up with the following illustration.

Please feel free to distribute this to your groups and a special thanks to Steve Drake ,whose constant efforts in the world of SM continue to focus on moving forward.

The Six Primary Components of the Social Media Flower

The Seed - Content Leaders: These are the experts of an organization and typically consist of members of the board, but can also include general members who are willing to submit original content on behalf of the organization. They are the seed and are responsible for the cultivation of the social media flower.

The Soil - Your Association: The association or professional society serves as the soil and field for the seed and provides the environment for the content, and future content leaders, to flourish.

The Stem – The Content: When original content is created it serves as the support system (the stem) for the flower. It flows from the content leaders, through the association, and directly to the Web site or blog (the stigma).

The Stigma – The Website or Blog: The website serves as the center of the flower whereby all things emanate. It hosts the original content and serves as the hub or home base for the petals.

The Petals – Social Media Tools: The petals represent the various social media tools that can be used to drive interested parties (members & nonmembers) to the Web site. These tools serve as:
• Communicators – relaying messages to the public
• Directors – pointing your audience to original content
• Marketers – raising awareness for the organization. The main purpose of the petals are to attract raindrops (members) and bumble bees (messengers).

The Bumblebee – Additional Messengers: The ultimate goal is to reach new individuals and new audiences, and social media tools make it easy to have someone else carry and convey your message for you. By creating original content, posting it to the web site, and employing social media tools to attract and direct members to the site, more and more individuals will learn about the organization.

Role of Volunteer Leadership
As outlined above, volunteer leadership plays a vital role in the success of online social media initiatives. It is our recommendation that a key group of individuals are appointed to play a highly involved part in the implementation of the associations social media strategy. This could be comprised of:
• One or two Board or Committee members
• Key enthusiasts from the organization’s Facebook page
• Technologically-savvy members responding to a “call for volunteers”

By having several members initiate and participate, the organization can experience increased success in grassroots awareness of its’ online presence.