I agree with your assessment of the way the new economy is working. Associations who do not adapt to these particular changes will find themselves at a distinct disadvantage. I am a member of several associations and find myself irked when I am asked for a username and password even though I (as a member) HAVE a username and password. As a result, I continue to find resources outside of those associations that don’t slow me down.

I am not sure that I am unique….

Shelly

However, I think any industry specialists have to realise that their opinions and levels of authority on any related topics are not the only ones which are valid. Web 2.0 technologies, alongside providing a wider distribution for the viewpoint of specialists also act as a means by which the conversation can be shared, questions posed and ideas debated. So, rather than just try and regain your authority and use the web as a top-down broadcast medium to demonstrate this, I think the challenge is in recognising the fact that social media is inclusive. State your views, but offer them up to be challenged. There lies, I believe, the route to sharing best practice.

I especially think that the point of losing one’s authority is related to – does the organization offer particular value to its members ON SITE and are the members enthusiastic and engaged in the association? Other thoughts – your members are talking online elsewhere, they are not committed to conversations with other members because they aren’t engaged enough, they have “joining fatigue,” or they are having these conversations on your Linkedin/Facebook/Ning groups instead. Unless the community offers something pretty unique on the association’s site, I predict it will be harder and harder for associations to gain members and traction using private label communities.