Add a social media specialist to your staff who can manage post-frequency standards and offer stimulating content. (Most experts agree Twitter requires daily posts and other sites such as Facebook and LinkedIn should meet a weekly quota.) If your credit unions budget doesnt allow a full-time staff member, consider using outside or part-time resources, but stick to a regimented schedule. Also, dont over commit; there are numerous social channels, so choose the channels where your members are most likely to be.
Develop a Policy
Formal guidelines will help make your social media program a success, so determine in advance how you want to use this channel and the types of content you will offer. Just like other communication channels, your credit unions reputation is at stake on social media, so make sure your social sites project the image you want. Guidelines are key: style, tone, and grammar reflect your brand image and impact your members perception of your credit union. Youll also want to decide who on your staff will have access to post and how to handle complaints. Make sure your policy includes guidelines for when to respond to comments or open discussion to management.
Content, Not Promotion
To drive member engagement, provide both entertaining and informative content. Consider posting links to educational articles with tips that help improve members financial health, such as money management, cleaning up credit, or buying a homeand if occasionally the article is on your credit unions website, so much the better. You can also build a community feeling with your members by giving updates on charitable activities and local events that invite member participation. Keep members interested in coming back with contests, games, or trivia questions. Regarding product promotion, a good rule of thumb is three-fourths educational or informational content and one-fourth promotional.