For credit unions to run successful social media accounts, there must be a balance between using them for branding and as a source of revenue.
“Sales shouldn’t be the sole focus of social media,” says Katie Rammer, marketing coordinator at $566.3 million asset Kohler Credit Union in Sheboygan, Wis. “Your social media presence should be built around storytelling—of your credit union, your members, and your community. By sharing your story on social media, your followers will find content that’s relevant to them and that shares their values, they’ll engage, and, when they need financial services, they’ll turn to you.”
Janelle Herrera, vice president of marketing and business development at $362.2 million asset On Tap Credit Union in Golden, Colo., agrees, adding that social media coordinators should test out a variety of platforms and types of content.
“Jump in,” she says, speaking alongside Rammer at the CUNA Marketing & Business Development Council Conference Thursday in Los Angeles. “Don’t be afraid try things. You’re never going to learn unless you try it.”
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