Often when a credit union’s management is asked the question, “Are you using social media?” the answer is a resounding yes! However, for some, this “yes” just confirms that a Facebook page exists, or that the credit union has established a Twitter account. It doesn’t mean active participation or engagement in the social media space—posting relevant, value-added content consistently, responding to comments from your members or garnering qualified leads from your social media presence. Having Facebook/Instagram/Twitter doesn’t mean that you are a part of the online conversation; if your social content is static, your credit union’s products and services are probably not being mentioned or shared by others. Also, your brand will likely not show up in relevant searches or in online reviews that inform potential members.
Why is social media important? It is important that your credit union have a strong online presence, because that is the first place your prospective members go when they are in the information-gathering and decision-making stages. Positive views or sentiments expressed about your CU online help to build your brand image and reputation. Having said that, here are a few best practices that you may want to consider as you work towards building your credit union’s social presence.
1. Focus on what your members want rather than what you want to say.
When creating content, focus on your members’ needs. Create buyer personas (profiles of what your targeted customers look like), then produce content that answers questions they would ask, such as “What products or services fulfill my needs or suit my lifestyle?” While covering general topics is good, it is better to create content that help individuals to find solutions to their specific pain points. Think about the personas’ intent, then provide the relevant content to alleviate their issues.
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