MADISON, Wis. (1/20/09)--Credit unions can learn how to reach members through social networking and how to effectively lead employees through periods of change with two new white papers sponsored by the CUNA Councils. “Social Networking as a Marketing Tool,” by the CUNA Marketing and Business Development Council, defines social networking and social media and their potential ramifications for the financial services industry. The paper outlines features of online search advertising, blogs, Twitter, Wesabe and Mint, product reviews on websites, YouTube, Facebook and MySpace. It also details how some credit unions employ the products to reach their targeted audience and results they achieved. The paper provides a selection of books and other resources at the end for further review. The second new white paper, “Leadership and Change Management” by the CUNA CFO Council, examines characteristics of leadership during periods of change. As new national requirements and trends impact and evolve the industry, chief financial officers (CFO) are expected to be role models for change and assist the senior management team and inspire confidence among employees. CFOs also must translate financial arguments into terms understood by employees outside the accounting department and be aware of how actions and decisions impact the human factor within change-management situations. The second paper also includes advice from CEOs and chief operating officers about mergers, leadership succession, and other types of major changes. The paper includes additional resources and a recommended reading list. For more information, use the links.