Five Steps to Social Media Success

Before jumping into social media, figure out what will work for your CU.

April 11, 2014

A popular New Year’s resolution is to lose weight. Gym memberships spike and boot camps are crowded with new, dedicated contenders.

The excitement and dedication is sustained for the first few weeks, but slowly old habits return. A former trainer once told me, “The toughest part of the workout was just showing up.”

Simply getting started is often overwhelming even when deciding where to start your social media presence. Gurus of all platforms share tips, tricks, and best practices.

But before you jump ahead, let’s figure out what will work for your credit union. Consider this five-step approach to social media success:

1. Choose the right platform

Social media useSpecialists recommend choosing one platform that fits your business best before you start integrating multiple social tools.

Maintaining one tool allows you to create for good habits to form and response time to increase. Choose the right platform for your credit union and master the tool.

2. Set goals that affect the bottom line

Social media is not just a free advertising medium. This tool can be used to impact your return on investment and is a great way to promote loans, checking accounts, investments, and other products.

Social media activity can directly affect the growth of your credit union and should measure engagement, changes in awareness, and increases in sales.

3. Commit

After you’ve chosen your platform and you know your key performance indicators, don’t stop posting. While your posts may not seem to get all the attention they deserve, know that it takes time to start generating traffic.

Accompanying your posts with images can boost traffic, surveys can engage fans, and contests can boost activity. Using tools like Short Stack can assist with execution.

As you get started, try new things to find what works best.

4. Manage your content

When posting content to your Facebook page, Twitter account, or blog, make sure your content is interesting and relevant. A tiered approach is an easy way to gauge your content’s worth.

Here’s how it works:

Your baseline content should focus on what affects your members directly. Holiday hours, ATM or branch locations, and community events are great posts to keep members informed about your credit union.

From here, create content that would separate you from a competitor. Educational materials, for example, are great resources to feed members advice and information about your products.

Make sure to bring it all home. Content showcasing employees, community activities, or member testimonials make for great lifestyle stories.

5. Realize that social doesn’t sleep

Hiring a Social Media manager doesn’t fit into everyone’s budget, so leverage tools such as Hootsuite, SocialOomph, or Buffer to help you schedule posts and keep your engagement running during off-hours.

Spending 15 to 30 minutes every other day with these tools will keep your content flowing at all hours of the day. Make sure your content is relevant and interesting while keeping your brand at the top of your followers’ feed.

While getting started is the toughest part, a good plan with actionable steps slowly turns into profitable habits. Buzz Points, a rewards program for cardholders, partners with credit unions to encourage debit card use.

Cardholders earn points wherever they shop and bonus points for shopping locally. Buzz Points uses emails, blog posts, websites, and social media tools to engage cardholders and promote the rewards program and your credit union.




HOLLY WATSON is the program manager of marketing for Buzz Points, a CUNA Strategic Services alliance provider. Buzz Points is a merchant-funded loyalty program that enables credit unions to connect consumers and merchants through social media engagement and rewards.