The CUNA Operations & Member Experience Council has published a new white paper, “Service through Social Media”.
Having a social media presence—whether Facebook, Twitter, Yelp or Instagram—is commonplace in today’s business environment. Effectively managing these platforms to ensure social media strategies align with a credit union’s brand, however, is tricky as “followers”, “likes”, and “shares” do not necessarily equate to social media success.
Once considered the territory of the marketing department, modern social media strategies are inclusive and cross departmental borders. This white paper investigates:
In many respects, simply having a social media presence is not enough, according to the white papers. A dormant or rarely used Twitter account, for example, can cause more harm than good to a credit union’s brand. More credit unions are assigning employees to manage and oversee social media management. Finding the balance between too much information and not enough content continues to be a challenge.
We have one person managing social media and a team of four people who help as part of their jobs,” said Jamie Lumpkin, marketing strategy and operations director at Virginia CU, Richmond, Va. “All of the team members are in marketing, but work closely with our member service and transaction operations groups, as well as our e-services channels to communicate and plan.”