Raudonat said that his association was previously viewed as "stuffy and old fashioned", a reputation that was shifted due to new leadership that understood how vital social media is.
"Corporate reputation is gained by providing above normal performance, and this will lead to more opportunities, and people will be more likely to trust you and give something back," he added.
Raudonat said that communicating with members regularly through various mediums is vital. "It may be worth creating an internal steering committee to define your association’s aims, and come up with a plan about how to communicate these," he added.
Raudonat went on to discuss high profile cases in which brands including Nestle have dealt with bad publicity spread on Twitter.
Meanwhile, attendees discussed the problems they have interacting and gaining followers on Facebook. Most agreed that Twitter was a more suitable medium for associations.
On the subject of branding, Raudonat said that feedback from targeted opinion makers is crucial when, for example when choosing a new logo.