Archive Links

Consumer Archive
CU System Archive
Market Archive
Products Archive
Washington Archive

News Now

CU System
CU marketer offers advice on leveraging social media
FARMERS BRANCH, Texas (7/18/14)--Even if credit unions have embraced the fact that marketing to new members must include a social media strategy, for many the question remains how to develop the most effective and engaging campaign.

Social media has armed consumers with a voice and with more power than they've ever had, Melissa Herrington, Garland County Educators FCU, Hot Springs, Ark., with $3.5 million in assets, recently told Cornerstone Credit Union League magazine Perspectives ( Leaguer July 17).

Now, modern marketers have the task of deciphering how to leverage that development into growing their brands and influencing consumer behavior, she said.

"While there are many factors to consider when building a social media strategy, if credit union marketers view social media through a philosophical lens, that is, if they choose strategies that play to their strengths in an effort to be authentic to their membership base and to the ideals of the movement, (consumers) will be more apt to 'like' and 'share' in their marketing efforts," Herrington said.

To engage an audience through social media, Herrington suggests the following ideas:
  • Publish content specific to select employee groups that's informative, entertaining and educational. "Remember, it's not about you, it's about how your products and services can make your members' lives easier and help them become owners of their financial futures," Herrington said.
     
  • Recruit loyal members to be ambassadors for the credit union and ask them for input on social media content development. If they're invested in a meaningful and authentic way, Herrington says, they will be more likely to take ownership of the process and spread the word about the credit union.
     
  • Share the message that credit unions are different from other businesses, and explain how.
"The modern marketing strategy is to create content for specific groups of people so that when they see it, it not only resonates, but motivates them to take action," Herrington said.


RSS print
News Now LiveWire
Stay tuned for coverage of @CUNA's BSA conference which starts Sunday. #CUNABSA #CUNACompliance
5 hours ago
Today's the last day to complete @CUNA's Home Depot data breach survey http://t.co/UcB8G9bVXe #StoptheDataBreaches
6 hours ago
Brenda Davis of Cross Roads Ministries will walk through 83 communities during the Ending Hunger Walking tour. (2 of 2)
7 hours ago
The Ending Hunger Walking tour, coordinated by the Maine CU League, kicked off at Old Maine CU in Augusta today. (1 of 2)
7 hours ago
Darwin Brokke of Citizens Community CU represented the #CU Association of Dakotas at a housing summit hosted by @SenatorHeitkamp
7 hours ago