The social storyteller

Storytelling is a team effort, and while Kayla Martin may be a one-woman department, the social media coordinator at Local Government Federal Credit Union works hand-in-hand with staff from every department to tell the credit union’s story.

Her efforts have grown the $1.7 billion asset credit union’s social media following from the low hundreds to over 6,000.

“She works with staff with varying skills when it comes to social media,” says Donna Gonyeau, public relations manager at the Raleigh, N.C.-based credit union. “She has a commitment to our field of membership, staff, and partners to provide the highest quality of content and outreach.”

With a background in various customer service positions ranging from the front desk at a hotel to retail to running social media for a local family owned business, Martin was attracted to credit unions’ people-not-profit philosophy.

“My parents are members of a credit union in Pennsylvania, and they introduced me to the difference credit unions make,” Martin says. “I felt this job path would give me the chance to help make a difference in people’s lives, whether it’s answering questions about our products and services or leveraging the kind words members share.”

The nature of Martin’s job means she doesn’t have a typical day. She may spend it working on monthly content calendars, brainstorming with team members about upcoming marketing campaigns, engaging with online communities, or reviewing campaign analytics.

“I really enjoy the variety, and I’m humbled to work with the brightest, smartest, and best co-workers,” Martin says.

Martin stays abreast of the constant changes in social media by continuously educating herself through conferences, membership in a professional social media organization, and researching thought leaders.

“Of course, work isn’t always rainbows and smiley faces,” Martin says. “But it’s rewarding to play a part in helping members achieve their goals and dreams: save for their first home, college, new baby, or retirement. Whenever work gets grueling or frustrating, those member stories make me smile from the inside out.”