"Watson, come here, I need you!”—since 1876 when Alexander Graham Bell first spoke these words using his invention, the telephone, advances in the electronic transmission of information have continuously revolutionized communication.
Futurist economists point out that it typically takes 50 years for the full economic and social impact of an invention to begin to assert itself. For example it took fifty years for James Watts’ invention, the steam engine (1765), to be widely used in manufacturing and transportation; fifty years before Thomas Edison’s electric light bulb (1879) became widely used in cities throughout the US; and fifty years before Thomas Watson’s computer (1953) began to have its full impact. If this same rule of thumb is applied to the Internet, which came into use gradually throughout the 1970s and 1980s, is it possible for us to imagine what this invention’s FULL impact is going to be by 2020?
Speedy Transistions
The Internet has already established itself as one of the principal driving forces propelling globalization—and “propelled” it is! In his book Guns, Germs and Steel, author Jared Diamond noted that it took three centuries for smallpox to reach every human population group on the globe, three decades for the AIDS virus to do the same, and three days for the “Lovebug” virus to reach every inhabited part of the earth. Whether for good or bad the transmission of viruses, capital, ideas, and know-how is now happening at the speed of light with little regard for distance, nationality, profession, or political belief.
Associations have followed these changes in electronic communications at a respectful distance, mindful of costs and of the desire to be “high touch” over “high tech.” However, due to this rapid pace of technological change, Associations as places for exchanging ideas and knowledge through education and training risk becoming obsolete if they do not periodically audit where they are as compared to the competition’s and even their own members’ use of technology.
As we enter the “information” age, everyone (including your members) can now go online and in a matter of minutes find information on practically any topic. Do you know where your association comes up in the search engines? Do you know what your members, and more importantly, your prospects, are using to search for your organization and/or the information, resources, and services you provide?
The Internet and many of its related new technologies present enormous opportunities for associations to expand their reach, develop and offer new products and services and to address individual needs on a global basis. Associations possess sectoral insights, a trusted status, and a defined demographic. Combine these characteristics with the communication powers technology offers through the Internet and associations have all the elements for “mass customization”—the key ingredient for success in our global economy.
On-Line Benefits
Associations that embrace the Internet and upcoming technologies in a strategic fashion can achieve a number of tangible benefits, including:
- The ability to tailor make products and services to global audiences
- The ability to provide members with real time service delivery 24/7 (a quality that association membership surveys show is particularly important for delivering convenient, on-line education and training services);
- The ability to better service members despite geographic challenges;
- Increased operational efficiencies and a dramatic reduction in traditional communications costs;
- Heightened interaction with the membership—allowing associations to remain on the cutting edge of fast-moving professional, sociological, technical and economic changes; and
- Increased non-dues revenue opportunities through innovative Web advertising and related affinity programs.
The next 50 years will certainly bring about tremendous change for associations. Those organizations that identify and adopt best practices in Internet technology and communication usage now will be there to see it. Will your organization be among them?
Steven M. Worth is president of Plexus Consulting Group, Washington, D.C. E-mail: steve_worth@plexusconsulting.com.
