In a recent study conducted by Rockbridge, it was discovered many associations are not necessarily meeting member expectations regarding content and communication delivery. Email, face-to-face meetings and phone are shown as the most common forms of communication. Social networking is gaining, but still not used as much compared to these other forms of communication. Not surprising that the majority of associations' younger members are the ones who use social networking.
Delivery methods for education and networking, for example, "include traditional (e.g., in-person), online/web-based, social media, and smart phones. The most popular engagement method across activities continues to be traditional methods, but technology-driven channels are commonly used as well." Yet association members prefer more online opportunities for learning and less for networking than associations are providing.
Bottom line: associations need to find ways of communicating and delivering content to their members that meet the member needs and preferences. Technology adoption can be a big part of this, including more online opportunities, use of social media and smart devices.