Traveler across the State of Nevada you might choose US Highway 50 as an interesting way to see some parts of the country on the road seldom traveled. The 400 mile stretch of highway between Fallon and Delta, Utah there are three small towns, Austin, Eureka and Ely sees average traffic that is seldom more than a few hundred vehicles per day. It would seem absurd for anyone planning to put up a billboard to inform the public of what they have to offer to choose this part of America to construct their billboard.
At a recent family reunion I was struck by how many of the offspring of my cousins were becoming young professionals and entrepreneurs and looking for ways to ‘get involved’ in their communities and the world. My cousins are all aware of my participation in Rotary activities, but their children awareness of Rotary and my involvement was very superficial. Not one of those gathered thought Rotary offered anything for them. Interesting that they are all about the age I was when I joined Rotary almost forty years ago.
When the photo of all those gathered for the reunion appeared on Facebook it generated numerous comments from friends and family near and far. The reality was clear, they were putting the photo on a billboard on a major highway where many would see it while we are putting our Rotary information on Highway 50 near Austin, Nevada.
A member of my own Rotary Club questioned why we have a Facebook page that no one updates or reads while suggesting everyone pay heed to the weekly bulletin sent to members of the club. I love the information and humor of our weekly bulletin, but have to wonder why we insist on maintaining the distribution as if it was on Highway 50. I think the lesson is clear, if we want to communicate with the next generation of Rotarians we have to put our message where they might see it. Conquering social media is the next great frontier for Rotary.