Connecting with members via social media is like fostering any other relationship, says Jennifer Maxfield, electronic marketing manager for $1.5 billion asset GTE Financial Credit Union in Tampa, Fla.
It takes steady communication, frequent availability, empathy, a sense of humor—and the ability to overlook each other’s flaws from time to time.
GTE Financial launched its Facebook page in 2009 when it introduced a new youth checking account. The credit union aims to engage members with social media and cement relationships because “people do business with people they like,” Maxfield says. “And they recommend businesses they love.”
Plus, social media gives members a voice. “Our loyal members are our best asset,” she says. “Give your best asset a voice. We’d be missing out on members’ great stories if we didn’t have a Facebook page.”
Maxfield offers these strategies for social media success: