It’s that time again … the Summer Olympics are here!

In the three days since the Opening Ceremony, there has been a lot of talk on the social web about how NBC’s broadcast model is ineffective for the Games in this digital age. (Background info: NBC is tape-delaying broadcast of the more popular sports, such as swimming or gymnastics, until primetime. However, it is streaming nearly all events on its website and app – provided you already subscribe to cable.)

Of course, Twitter and the Internet can provide you with all the results you want, but if you want to watch the events on TV, you run the risk of “spoilers.”

(For a sampling of the angry tweets directed at NBC for its broadcast model, check out #NBCFail.)

What does this have to do with associations, you might be asking?

Many associations have begun live-streaming or live-tweeting events at their meetings and conferences. This can benefit people who might not otherwise be able to attend, for various reasons.

The key here though, is to adapt to the changing times. If your association videotapes an event and then shares the video online later, don’t pretend the event didn’t happen before you share it – tweet about it! Twitter and other social media platforms – especially the ones that have mobile components – are meant to be real-time. Live. As it happens.

And finally – we’ve said it before and we’ll say it again – ask your members what they want. I would have gladly paid $10 or $20 for an Olympics online viewing pass. (I don’t subscribe to cable.) So, before a major event, ask your members how they would prefer to receive content – and how much they’ll pay for it.