ST. LOUIS (6/9/14)--A credit union's social media profile should be more than the face of the credit union--it should be the many faces of the credit union.
Nora Holloway, PR and online community director for the Missouri Credit Union Association, advises a team approach to fostering a social media relationship with members--both current and potential (
More than half of consumers are more likely to trust an average employee than a CEO, Holloway said, citing the 2014 Edelman Trust Barometer. "When a frontline staffer comments on an update the credit union posted, it shows fans (or followers) that real people work at the credit union AND that they enjoy working at the credit union," she wrote.
Also, content shared by employees receives more clicks, likes and comments than that shared from the brand or business site.
Chances are employees already are advocating for the good work credit unions do, Holloway said, urging, "Get them to take their support online."
On visual platforms like Facebook, photos are a big draw to readers. Highlight a new employee, or take a hint from $35 million-asset CSD CU, Kansas City: Draw big signs that congratulate a local school district on its 100th anniversary and have employees hold them up for a photo. Not only did it get many likes, but it also drew comments such as, "Absolutely love CSD credit Union ... You are the Best!"
Holloway advised credit unions to create a social media policy and request that employees sign a photo release. Encourage employees to participate whether it's with a simple reminder email or an incentive program, she added.
However, keep update duties to a limited team: "If too many people have access to the social channels, it can get messy," she advised.