Read the following and form a mental image.
The Boston-based Association of Literary Scholars and Critics (ALSC) “promotes excellence in literary criticism and scholarship, and works to ensure that literature thrives in both scholarly and creative environments. We encourage the reading and writing of literature, criticism, and scholarship, as well as wide-ranging discussions among those committed to the reading and study of literary works.”
Hmm. OK. Form your mental image now. Knowing nothing else about them, and given your experience with big, academic associations, you might think they have a scholarly journal, a conference, some committees, probably a web site, they might send out an occasional press release about some awards program or something.
What you might not expect to see is a real engagement with social media. Check this out, and kudos to them.
I learned about ASLC via PostModernity’s Red-Headed Step-Child, who off-handedly refers to the group as “hipper than MLA.” Indeed.