Social media has become unavoidable. While not everyone is utilizing Twitter, Facebook, Instagram, Snapchat, and the like, those who are using them expect the businesses they engage with to be there. While the social medium platform may seem like a waste of time for some businesses, credit unions are particularly poised to utilize the medium. It is a fantastic cost-effective way to connect with Members and reach a larger potential Membership base.
Social media allows businesses with heart and personality to shine and credit unions who aren’t present are missing out on a great opportunity.
Here are some great ways to make social media work for you.
Know Your Audience
Posts, tweets, videos, and photos should be targeted. Posting generic content that could come from any financial institution isn’t going to net your credit union a whole lot of notice and interaction. In fact, it could be a downright waste of time. You know your Members and you know what they want to read. Are they connected to a specific community, business, or profession? Share content that speaks to your Members. Good news, feel-good stories, and specific financial tidbits that apply specifically to your Members will speak to the fact that you KNOW your Membership and give them a reason to engage.
Share and Spread Your Ideals
Followers on social media do expect credit unions to share their most recent promotions and remind them of the products and services available to them. However, this is only a small portion of why you should be on social media. You should be defining and building your brand. You are giving a voice to your credit union. The heart of credit unions is service, both to Members and the community at large. Here is where you speak to that.
What charities does your credit union support? What is happening in your community? Do you have any great stories to share from your staff? Share them! Engage with Members who are following you and encourage them to share stories too. Here is where your warmth, connectivity, and compassion for those you serve shines through.
Be A Resource
Think of your content in terms of adding value to your Member’s life. You don’t have to change the world to be seen as a resource. Sharing content that is both interesting and helpful can ensure that your feed is followed and noticed. This doesn’t have to be content of your own creation. If you see a well-sourced article full of helpful facts that apply to finances, loans, or even lifestyle issues that relate to money, then share it. A credit union that is excellent at content curation will be well-followed. More than this, you can build B2B relationships with other businesses and credit unions. The more your content is shared by friendly businesses the larger your reach to potential Members as well as those already following you.
Earn Trust
The businesses that use social media most effectively understand that it is another arm of Member service. Be sure to have a hashtag in place that you use with every post to identify your credit union. (i.e. #YOURNAMECU) This will give content creators a way to identify you in conversation in another way other than your username. Then monitor your name and hashtag. Thank Members who say nice things about you and share their comment. When a Member has a complaint, address it online as soon as possible. Not only is this now considered expected social media etiquette, but it cements relationships with your Members. Additionally, it demonstrates to others on social media the way you treat Members. That is the best kind of referral!
Create Shareable Content
Keep in mind that social media is not a case of “if you build it they will come,” it’s that if you ask, they may come. You have to find and engage your audience to build it and to keep it. This means creating content that is not only meant to be shared, but makes sharing irresistible. It isn’t enough to be read online; your content has to be worth sharing. If your current followers are sharing your content, whether its valuable information, a heart-warming story, or a funny credit union meme, all of their followers will see it. This sharing becomes an exponential reach that gets more and more followers and likes.
If you are creating valuable content that shares your vision, personality, and service, your social media will be well worth the effort. More than that, it will remind you who the Members are you serve and why you are proud to be serving them.
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