For MECU of Baltimore, Facebook and Twitter are the medium for daily interactions with members, and it’s definitely a two-way conversation.

“Our aim is to share what MECU is and to demonstrate our commitment to community, financial empowerment and education—to keep it truly social and informative,” says Michelle Krecz, director of marketing communications for the $1.2 billion credit union serving 110,000 members. “And members post reviews, questions, and comments, so we’re definitely using it as a listening tool as well.”

The credit union shares financial advice and tips on protecting personal finances from fraud on its social media channels, but its most popular entries are photos of community events and members, like a young woman who recently received a MECU scholarship. Employees are encouraged to share photos from their branches so the marketing staff can post them, Krecz says.

“It’s almost a quasi-customer service channel, because Facebook is a good way for members to contact us, and we use Twitter to monitor what’s being said about our brand,” she adds. “We want to be present and share our involvement with the community, to listen and react to what our members are saying.”

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