Two “S”s of Social Media: Strategy and Staff

Lots of credit unions entered the social media world in 2011 and many have plans to do even more in 2012. But credit unions aren’t necessarily doing it the right way. Many create a Facebook page or Twitter account and expect their members to flock to their pages instantly. Before embarking (or doing more) with social media, consider the two Ss: strategy and staff.

Sometimes we overcomplicate things. As you make your 2012 social media plans, focus on two aspects: strategy and staff. Many feel social media is just about putting up a Facebook page and opening a Twitter account. That’s not much of a strategy.

“It is important to note that Facebook is not the ‘Field of Dreams,’” says James Robert Lay, president of PTP New Media. “It’s a big misconception to think that credit union members will come flocking in as fans if a credit union gets a Facebook page. The same can be true for Twitter. One thing for a credit union to remember for both Facebook and Twitter is they are both communication channels that members can opt-in to follow. Within these channels, a credit union can listen, learn and engage their members in a real and intimate way.”

The first step in crafting a social media strategy is to engage in a dialogue with members about where they are online. Do they even use Facebook and how do they like to be engaged? Ask them to complete an online survey on your website. Better yet, have tellers ask them just two or three pertinent questions while conducting a transaction, or have an employee conduct a survey with members waiting in line.

So the first “S” (strategy) involves using that member information to determine the target audience and how to interact with them online.

Then you move to the second “S” (staff). Your credit union must determine how much manpower will be needed to deploy social media effectively. Credit unions that do social media well usually have a social media team. That team is often led by a social media manager who ties all social media together with traditional marketing to ensure the consistency of the credit union brand. One social media tool may only require one staff member, but multiple social media tools most likely will require multiple people to execute effectively.

Many credit unions fall into a trap of adding social media to their marketing director’s “To Do” list. The reality is social media can be a huge chunk of time. You either need to take something off their plate, give them additional resources (translation: people) or outsource your initial social media efforts.

Before your credit union goes traipsing down the social media path be sure you’ve properly examined your strategy and staff.

Comments

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Superb! your two "s" are absolutely Fantastic.