Are you talking about your data? You should be.

In his book Contagious, Jonah Berger discusses the concept of “social influence.” In short, social influence is a change in behavior in one person caused by another. You might call it peer pressure or normative pressure. Whatever you call it, it can have tremendous impact on how people behave.

Which is why it’s important to talk about your data and to talk positively about your data (assuming you can!). You need to socialize the idea that your organization’s data is important and it is of high quality. And it’s a message that needs to be reiterated as frequently as possible.

One way to do this is what I call database PR. You’ve got to find ways to talk positively about the data, because data that isn’t getting better is getting worse.

So are you talking about your data? You should be.


About Wes Trochlil

For over 30 years, Wes has worked in and with dozens of associations and membership organizations throughout the US, ranging in size from zero staff (all-volunteer) to over 700. In that time Wes has provided a range of consulting services, from general consulting on data management issues to full-scale, association-wide selection and implementation of association management systems.

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