AUSNLead AUSN.groupsite.com

Social networking is at the forefront of discussions as AUSN transitions into its new capacity as the premier organization for all Navy people. The hope is that more people will join AUSN-led social networks and either join because they have learned about the benefits of the organization through the network, or because they want to join a network that is restricted to members only.

But a social network, while all the rage, can't be taken advantage of to its fullest capacity in and of itself. It needs to be part of an overall strategy for communications and marketing. And even that strategy can't be successful without the overall business plan for the organization.

Having said that, after discussions with RADM Coane, Jim Diehl, and other members of AUSN, I created a Communications & Marketing Strategy for AUSN, which incorporates a social networking strategy. (It is fully anticipated that this document with be edited to incorporate goals identified in the overall business strategy when it's been completed.) For now, it is a decent roadmap we can use to plan next steps as AUSN transitions into its new capacity as the premier association for Navy people.

Now we need champions and content contributors, not just for social networking, but for ausn.org. Without content that is relevant to all Navy people, there is no chance of increasing membership. I don't mean every piece of content needs to appeal to everyone, but that there is something for everyone--of value--to be found on the site.

I recently received an email about the content on the site being outdated (I was out on maternity leave). There was, and is, no one contributing content to the site on a regular basis with the exception of Ike Puzon who is always sending information about legislative activity. Sure, we can scrape news stories from other sites, but original content is what is needed to keep the site fresh and a destination for all Navy people. The content should be compelling to our target audience, otherwise there is no point in it. To do that we need volunteer contributors with a passion for a particular subject matter that is relevant to people who are current and future members of AUSN.

That, IMHO, is the most important need in the success of AUSN-led social networks, the website, email, print, etc., and ultimately to the success of AUSN.