Impact Interactions Develops a User-Centric Strategy for American Chemical Society's Online Community

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The world's largest scientific association, the American Chemical Society, turns to Impact Interactions for strategic tactics, technology platform analysis, and community management best practices to provide an enhanced user experience.

Too often we see communities that are focused on the technology; where tools are implemented because they are cool or fun to play with

The American Chemical Society, the world's largest scientific society, has hired Impact Interactions to provide guidance on the strategic development and execution of a comprehensive plan for engaging the global chemical community online. With over nine years experience in helping global organizations achieve measurable results using social media, Impact Interactions ensures that client communities are meeting the needs of the organization as well as their audiences. Using its best practices, creative web strategies, and analytical reporting techniques, Impact Interactions develops clear processes for its clients to succeed.

Based on Impact Interactions' recommendations, the American Chemical Society is consolidating their multiple web tactics into a single unified web strategy. This change is a significant step in enhancing their position as the preeminent global scientific community that engages members and other scientific professionals to advance science education, research, knowledge, interaction, and collaboration.

The American Chemical Society engages a broad online audience comprised of chemists, chemical engineers, educators, legislators, reporters, and students to foster research, collaboration on issues, and to advance science education worldwide. Drawing on its experience working with technical communities at clients such as Cisco, SAP, Intel, and NetApp, as well as its member association experience with AARP, Impact Interactions provides proven strategies to convert and engage the target audience. A key concept to understand when deploying interactive communities and social networks is that to get the best results, organizations must have a solid understanding of not only what features are to be offered, but also how and why their audience will use them. Interactive community features function best when they are easy to find, easy to use, relevant to the users' needs, and serve a definable and measurable purpose.

In addition to providing strategic advice and community management best practices to the American Chemical Society, Impact Interactions also helped define and select the appropriate technology platform for the community. Experience in working with the top community software platforms on the market today gives Impact Interactions the ability to recommend the appropriate platform based upon what works, not marketing jargon. Since Impact Interactions does not sell software, its opinions are unbiased. This leads to better solutions for clients.

"Too often we see communities that are focused on the technology; where tools are implemented because they are cool or fun to play with," said Mike Rowland, President of Impact Interactions. "Managers tend to get caught up in the technology and features that they can offer without focusing on how they will be used or if they really bring value to the organization and its members. Features should only be used when they will provide a specific benefit." Impact Interactions' user-centric focus for the American Chemical Society's community identifies not only which features should be used in the community but also how they should be implemented and presented to the user.

Professional member communities often have different characteristics than either business-to-business (B2B) or business-to-consumer (B2C) communities and social networks. As such, they require different strategic and management techniques. With its broad experience in social media solutions, Impact Interactions can provide an organization with the best practices and management tactics to set their community or social network up for success while avoiding the costly mistakes that many teams make in offering interactive features to their site's visitors.

About the American Chemical Society
The American Chemical Society -- the world's largest scientific society -- is a nonprofit organization chartered by the U.S. Congress and a global leader in providing access to chemistry-related research through its multiple databases, peer-reviewed journals and scientific conferences. http://www.acs.org

About Impact Interactions
Impact Interactions helps numerous organizations such as Cisco, NetApp, SAP, Intel, AARP, and the American Chemical Society create, manage, and measure highly successful online interactive communities. We address the critical need of major global organizations to closely connect with their customers in the online world. Impact Interactions aligns online strategies with organizations' business goals to produce significant, measurable results through our consulting and community management services. Learn more at http://www.ImpactInteractions.com.

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Michael Rowland
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