Right now is an exciting time. Yes, you heard me right. While others are discussing doom and gloom I choose to look at the opportunities that are in front of us right now. Just like the stock pickers say you should be buying socks in a down economy because you will get a great return, social media can provide great returns in this downturn as well.

I don't have to tell you that times are tight for many people. Unemployment is over 7%, not Great Depression bad, but not good. People have to try and do less with more. They have to cut back. People are scared. In times like these people are looking for for help. Help from their peers and from the industry. During down turns people tend to become their own boss and start small businesses. Education is also a big benefactor of down times because as people get laid off or as companies close they go back to school to retool their skills. Conferences are seeing a downturn in attendance. Travel budgets are tight and many people cannot get the funding to attend conferences. Associations are in a great position to benefit from all of this (yes I said benefit), but now is the time to act.

This downturn has caused some of the associations I have spoken to recently to reconsider online tools as a key member benefit. However, with this downturn I think a larger shift is afoot. Since members will not be able to attend conferences, they will look to associations that can deliver the education and networking they need during this recession without them having to travel. Here is the change I see and it is coming from two angles:

1. Associations will have to look at social media as a means of keeping members educated and connected as an alternative to the conference. In addition, with conference revenue down, associations will be forced to look at new means of revenue generation.

2. Members who have not yet embraced social media tools will be forced to. As they cannot afford to attend conferences and physical events they will look to get the same benefit for less money. More people will become comfortable with social media and be exposed to its benefits.

What those two things will do is force social media into the forefront as a necessary member benefit. Now I have heard some people say that social media is the death of conferences. I do not agree with that. We are social people and there is nothing like meeting someone in person. However, we have seen when organizations embrace social networking on their site they find their online community becomes a daily member benefit and becomes the main way members communicate and collaborate. They also find they can engage many more people this way than through physical conferences.

So, what does this all mean? Well if you agree with me that people will turn to online tools to get the same benefits that conferences have provided in the past, then as an association you need to be strongly considering how to integrate this into your member benefit package. People will look for the path of least resistance to get the information and contacts they need. Associations that embrace and invest on this premise will prosper. So the question is how do your members get the key benefits you offer? Do you make them get a ticket, hop on a plane, take a cab, stay in a hotel, be away from work and family to get those benefits at a conference, or can they just do it with a few simple clicks of a mouse?