Building the Virtual Association: An Ongoing Strategy
Since the creation of the association's web presence in May of 1996, the Board of Directors, members, and staff have been committed to developing a Virtual Association where members can access the association's services globally and equitably twenty-four hours a day, seven days a week. Today, the building of the Virtual Association is an integral component of the Association's Strategic Plan http://www.sla.org/assoc/slaplan.html and the Executive Director's 1999/2000 Change Management objective http://www.sla.org/assoc/plans/ed00obj.htm.
As a result of concerns expressed by unit members during chapter and division cabinet meetings in June 1999 regarding the implementation of the Virtual Association Plan, the Board of Directors charged the Networking Committee with developing a Virtual Association communications plan to communicate the plan and its effects on membership. This article is a first in a series of communication modes to inform members about the Virtual Association plan. Let's take a look at the Virtual Association plan and what it means to you, the members, the association, and staff.
How Did this Plan Come About?
In June of 1996, SLA 1996/1997 President Sylvia Piggott established the building of a Virtual Association as one of the board priorities for the new association year. President Piggott appointed an ad hoc web committee chaired by Jane Dysart to develop the framework and concept for the Virtual Association for review at the October 1997 board meeting. The framework and the original Virtual Association plan are contained in board document B97-11 and was titled "The Virtual Association: A Year 2000 Strategy." This document was originally presented to SLA's leadership at the 1997 Winter Meeting in Ft. Lauderdale. The plan was well-received.
What is the Framework of The Virtual Association: A Year 2000 Strategy?
The Virtual Association presents an opportunity for a renaissance in our association. The opportunities provided by technological tools -- the internet, the web, and electronic information -- force us to revisit the concept of SLA as a community of communities. Since SLA's roots and foundation come from a "very special network of people," it is appropriate that we use technology to explore new ways to receive and deliver information and services. Certainly, the effective use of these tools by and for our members is one of our biggest opportunities and challenges as we showcase our members as cutting-edge, technologically savvy, and professionals who are catalysts in the information industry. Three principles underpin this document:
1.Assuring SLA sustains its relevance to all members on a daily basis.
2.Assuring ubiquity of SLA programs and services on a global scale.
3. Positioning SLA to achieve its vision of being a catalyst for the information age.
What Does the Virtual Association Need?
Streamlined services: We are challenged to streamline services which are currently duplicated across many chapters, divisions, caucuses, etc. The aim is to build a strong foundation for these services while simultaneously assuring the ability of the association units to customize these services at the local level -- the ability to think globally and act locally. Access to all relevant information is available at a central point and can be used and customized at the local level.
Virtualization: By conceptualizing the association as virtual, we downplay the physical aspects of the headquarters operation and emphasize the central coordinating role and the provision of ubiquitous access to core resources. Virtualization of SLA may confirm the current structure, but it is as likely to enable members to create new structures. Just as some of the most successful programming for the annual conference is done jointly by multiple units, the virtualization can provide opportunities and bridges for new alliances between members as their interests shift toward new areas. Ultimately, members can visualize SLA as having many faces, including but not limited to, web and intemet based activities.
What Tools Are Available to Accomplish This?
The following is not meant to be a complete list, but rather one that we can add to as members' needs become more defined. New technologies will be considered for inclusion or substitution as the board and members identify them.
Homepages
Discussion lists
Intranets
Links
Electronic Archives -- archive discussion lists, publications, etc.
Electronic Databases - membership directory
Electronic Commerce purchasing publications, registration
Electronic Publications -- E-journal, newsletters
Electronic Data Collection/Research -- Surveys
Discussion groups
E-mail
Where Are the Opportunities?
Communication -- targeted mailings (PR chairs, government relations grassroots); Content -- info resources, brochures, electronic publications; Advertising/Fund raising -- new concepts like fees for links from SLA web site to vendor homepage; Distance Learning -- web delivery, video conference via the web, lectures followed by chat; Polling/surveys & other interactive communication -- enabling us to hear the voice of our members and respond in a timely manner; Governance -- unit reporting, executive activities (minutes, agendas, etc); Research; Public Relations; Government Relations; Conference; Unit activities -- discussion lists, newsletters, etc.; and The SLA Store
Virtual Association Plan
The virtual association plan is revised annually via the Strategic Technology Plan and the Association Program Plan which are developed based on feedback from membership, the board, and staff. In building the Virtual Association plan, the following guidelines were used as contained in the strategic plan:
Use technology to remove barriers to access to the association's services and programs
Provide the means for members to communicate, learn, govern, organize and collaborate in a virtual environment
Pursue global membership growth vigorously through retention of existing members and recruitment of new members, targeting those in the information profession who will benefit from membership.
Foster identification with the association among all its members and offer membership services anticipative of and responsive to member needs.
{M-Make these initiatives a boxed sidebar }
Year 2000 Initiatives
Redesign of Web Site
Easier navigation and improved organization of content
A new look to incorporate new tools
A new search engine
Personalization of the web site - Provide access to information according to members needs
Centralized calendar of Association wide events
Utilization of Cold Fusion to manage site
Enable Chapter/Divisions/Sections/Caucus' to conduct their business via the web
Utilize Quicken to maintain finances
Run standard reports
Complete and submit annual reports
Unit stores for sale of merchandise
Web database support for on-line knowledge bases
Interactive surveys/polls
On-line customer service center composed of FAQ's
Integration of chat, message boards, and web discussion list interface with members only authentication for single sign on access
Automated Job Line & Resume service with e-commerce integration
Automated sale and distribution of Information Outlook articles to non-members
Automated sale and distribution of chapters of Association Publications
Banner Ads in designated areas of the web site
Online event registration and payment for Association hosted events
Virtual Exhibit Hall to showcase SLA exhibitor products and services year round
Locate exhibitors and create personal itinerary for the visiting the exhibit hall at Annual Conference.
Integration with searchable the online Conference Program
Online conferencing to provide membership with ability to collaborate virtually using video, voice, chat, and shared applications
Enhanced distribution of online self study offerings
Year 2001 Initiatives (proposed)
Utilize voice-over IP to enable members to communicate with the International Headquarters via the web.
Enhance dissemination of books electronically
Enhance web hosting service to support template website design for units
Expand supported I/O devices to access the Association information 's
Establish partnerships for discounted computers and ISP services to members without internet access
Investigate a total on-line "Who's Who model"
Create virtual private networks from SLA to other desired SLA offices, units, etc.
Explore the utilization of Application Service Provider (ASP) for online access and support of software applications
Develop knowledge bases by members for members to share solutions to issues related to the profession
Utilize XML to deliver web content to Membership and Vendors
Looking Ahead. . . How Can You Help?
New tools and services will continue to be explored and integrated in the Virtual Association plan to address the needs of membership as identified by the membership, the board, and staff. The Virtual Association is indeed an ongoing strategy determined by the needs of the association. To provide your comments and/or suggestions regarding this article please contact me at maurice@sla.org or by phone at 1-202-939-3620. In addition, you can share your comments and suggestions with SLA's Executive Director, David R. Bender, during his April chat discussion about the Virtual Association. Please check the what's new section of the association site http://www.sla.org/assoc/whatsnew.html for the date and time.
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