In his newest book, World Wide Rave, David Meerman Scott advises us to “create triggers that encourage people to share” and one global organisation that’s been doing just that is the International Association of Business Communicators (IABC).
Some of the “triggers” employed by IABC globally include a comprehensive web site facilitating global discussions , eXchange, an online tool that connects the popular WordPress blogging platform with the IABC member database of more than 15,400 communicators and IABC Marketplace a member service created to connect consultants with prospective customers in need of communication services.
Here is Australia, Helen Taylor, President of IABC Victoria says:
”IABC Victoria recognises the growing focus and importance of social media in creating “triggers” within the communications landscape. Social media enables organisations to get the word out quickly, easily and at low cost, yet it can also become a communicator’s nightmare. The application of social media as a suitable communication medium, like every other medium in the communicator’s toolkit, must depend on the crisis, PR issue or marketing opportunity being addressed. We are witnessing a growing trend of communicators engaging with social media, tweeting, blogging and podcasting at a personal level to discover how these tools might apply in the workplace.”
She goes on to summarize, saying,
“as professional communicators, it is essential we remain relevant in a world of continuous technological development. We must stay on top of the technology trends; engage our online audiences with truth and honesty and face up to the reality that social media is here to stay.”
IABC and its international member base were early twitter adopters, who embraced Facebook and LinkedIn at both the International and chapter levels. They actively promote speaker lineups that encourage the membership to learn about and engage in the social media conversation. On the global stage, IABC Australia proudly showcased a few “triggers” from its own social media luminaries at the recent 2009 World Conference held this past June in San Francisco.
The conference program included a session from Gerry McCusker, analyst and author of PR Disasters who has delivered conference keynotes and education sessions in Australia, Asia, the Middle East and New Zealand. In addition to presenting his session “Why are CEOs scared of social media?” at the IABC World Conference, Gerry shared his vision around what could well be the answer with the launch of a refreshing and compelling video “Social Media is the New Punk Rock” (it has since gone viral!)
It wasn’t only the speakers who were creating “triggers” and promoting conversations. Linda Johannesson, conference delegate, participated as well. This Sydney marcomms strategist and social media advocate created “outtathegate” an integrated social media campaign that used a blog, podcasts, videos, tweets, tweetups, flickr photos, delicious links, skype, gmail, and a Ning to share news, highlights and ideas from the IABC World Conference with the online world that exists well beyond the conference hotel.
Through the conference and various chapter activities, IABC does well in in creating “triggers to encourage people to share”. And, it’s through this sharing that IABC can accomplish the association’s overriding goal to “Be Heard”.
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Hey there – what a great post – thanks so much for offering such insight – and “spreading the word” about the IABC commitment to create platforms for people to be heard – have a good one – thank you – Mark S
And just in case you were of any doubt, that re-tweeting of this post by IABC members potentially reached 28,000 people with 11 tweets. Neat : )