1. Why not? It’s fun. It’s fun to consider how to say what you want to convey with only 140 characters. It’s also fun to follow an association’s brief, therefore quick, messages.
2. Even conservative groups can benefit from this quick method of communication. It can be used to announce meetings, seminars or a last-minute change of plans. It can be a method of communication for emergency groups.
3. It’s a way for groups to thank or praise individuals publicly. A quick tweet allows exposure to smaller details that meetings don’t always have time for. For example: “SF (San Francisco) chapter had record 150 people at last night’s mtg (meeting). WTG (Way to go!) Dave Smith, Chair.”
4. It grabs the attention of those younger people associations are trying to attract.
1. It’s inexpensive if members assist in providing content but time consuming (read expensive) and labor intensive for an association headquarters to provide.
2. It can be distracting, pulling staff away from more mundane tasks.
3. It can be addictive.
4. Content cannot be controlled. Thus, it must be monitored carefully.