By Terrance Barkan, CAE
In 2010 we completed a
survey of more than 900 organizations on how they use social media. This was followed by a survey in 2011 of more than 8,500 individual association members and how they used social media.
One thing that we noticed is that the role and management of "design” was virtually absent. How can a medium that is as visually rich as social media be so lacking of attention when it comes to design?
Most associations have spent multiple years and many thousands of dollars to develop and protect their brand(s) and logos. However, many organizations are finding that members (and sometimes competitors) are using their image, brand, and logos freely or in an inappropriate manner. In most cases, it is simply overly enthusiastic members that establish a Facebook fan page or LinkedIn Group and use out of date or unofficially modified materials for their logos. In other cases, it is for-profit entities that are posing as the association to sell products or events under the impression of official affiliation.
Your Role and the Challenge
As publishing has clearly expanded to the realm of electronic media, so must the role of the association communications and publishing professional. This includes reclaiming control over design and corporate identity for the organization.
An association's brand is one of its most valuable assets, and yet this asset risks being squandered if it is not properly used or protected. It is important that all official communications from the organization maintain a professional and cohesive appearance to protect and enhance the brand. Communications and publishing professionals have an important role to play in leading the professional implementation of social media and electronic publishing within their organizations.
You are the professionals that are best placed to safeguard visual identity and to ensure the quality of content for your organization. Take this opportunity to lead your organization's social media efforts with an eye to protecting your corporate identity. Be sure this perspective is included in your organization's social media strategy and business plan.
Terrance Barkan, CAE is chief strategist for SOCIALSTRAT, a social media strategy consultancy. Connect with him on LinkedIn.
