When the times get tough the tough get networking!

When jobs are plentiful and companies compete for talent, they go to extreme lengths to ferret out good candidates, employing agencies and personal networks to uncover candidates that may consider a move but are not actively seeking employment.

Now that the economy has dramatically shifted, the balance of power is reversed and it is the individual employee that needs to uncover his/her next position before the job is posted and a horde of applicants descend on the employer.

Associations have always been a perfect example of a "social network" where buyers and sellers of information and relationships meet and get to know one another in an open and non-threatening atmosphere. The association "social networking" pre "Web 2.0" took place in chapters, at events, during trade shows, annual meetings and through electronic communications like list-servers and bulletin boards.

Associations are still one of the best examples of a social network in action and one that can be used to help individuals stay ahead of the down-sizing and shifting employment conditions. But associations are no longer the only source for this vital sharing of information as professional social networks like "LinkedIn", with over 30 million registerd users, provide an easy and effective way for professionals to stay connected and informed.

Associations have distinct advantages; brand recognition, an existing community of members and stakeholders, a focus on the needs of the member, unique intellectual property and capital. But these advantages diminish as new social networking communities start to target association "verticals", potentially replacing the role that the legacy association has played and overtaking it with new tools and services that meet the evolving needs of the members.

In the current economic conditions, now is exactly the time that associations must invest in the tools that today's member not only needs, but expects, to help him/her to stay competitive and gainfully employed in their chosen profession.

Has your association saved for a rainy day? Well, its raining!

The tendency in an economic downturn is to pull-in, cut programs, scrimp and not invest in strategic programs. However, if your organization has accumulated reserve funds in anticipation of difficult times, now is one of the best times to launch well targeted services and to exploit the pull-back by some of your traditional competitors.

The economic downturn will last for many months, but now is the time that your members need their association more than ever. What do you think the reaction will be from a member when they see their association cutting benefits? Do you think that when that renewal form arrives they will be more or less inclined to renew when they have to start making choices?

Economic turmoil creates winners and losers. There are opportunities as well as risks being created. A smart, strategic approach that leverages the power and the great cost/benefit that social technologies provide might be the smartest investment your organization makes, while everyone else sits on their hands waiting for the times to change.

And when the economy does turn around, as it inevitably will, your organization will be streets ahead as your competitors try to restart their programs and play catch-up.