Credentialing Talk: Social Media & Credentialing

Last week I attended “Social Media: The Value to Credentialing” workshop hosted by ICE and Association Forum of ChicagoLand. While there was more information shared during the day-long session than can be relayed in a blog, here are just a few items that I found interesting:

Boards are often hesitant to venture into social media because of concerns that they won’t be able to control negative comments. While it’s true that you can’t control these comments, they do provide a chance for your certificants to be heard and give you an opportunity to build relationships and possibly address misconceptions. If you go into social media with a long-term strategy, negative comments can be managed and may even create positive opportunities to better communicate with your certificants.

Using an existing platform (like facebook or LinkedIn) to facilitate study groups can be a relatively easy and low cost way to begin offering value to your members via social media.

There are 5 key steps to developing a social media plan for your certification organization: (1) assessment, (2) establish goals, (3) determine strategic focus, (4) select tools, and (5) execute and measure. Notice that “select tools” is fourth on the list – don’t start by deciding that you want a facebook page without first developing an understanding or your needs and goals.

Looking for a way to build excitement about an upcoming workshop or conference? Consider a posting a video interview with a key speaker via YouTube on your web site.

Don’t forget there are legal ramifications when you venture into social media. Terms of Use are essential. ASAE has several articles and resources available on this topic, including a helpful checklist.

Talk to your staff, or better yet – develop a policy, regarding use of social media at work. Are employees of your organization permitted to “friend” board members? Are the rules different for facebook vs. LinkedIn? Do you expect employees to set up professional accounts separate from their personal accounts for business related use?

Examples of certification organizations using social media:

Credentialing Talk