How Credit Unions Can Leverage [Social Network] Personality to Make Members Truly Happy

Your Mama Gave Outdated Advice

Mama always cautioned, “never talk to strangers”. Today, Mama’s old advice is dead wrong. Now Mama might sweetly advise, “Strangers are just two friends who haven’t met”.

Today everyone is abuzz about the potential inherent in social networking. Credit unions are waking up to it as well. So if you’re not a member of hyper-tech, hyper-social Gen Y, how do you get in the game personally and professionally?

Simple, really: start the conversation and be genuine.

Transparency and authenticity are the only means to survive and thrive in this new digital universe. Instead of speaking to your members as a mass you can use technology to literally foster relationships one-on-one. It doesn’t need to cost more time or money, either. The benefits of this social interaction go beyond making members into friends. Social interaction binds loyalty with ROI and therefore critical to your competitive advantage.

Besides: it’s what members want — and you want to make your members happy, right?

To get started your credit union will need to get up to speed learning Twitter, a free public tool. Geezeo’s HQ custom tool set works similarly but with the key distinction of operating in a closed, members-only environment. Regardless, the similar rules apply.

Here’s what you need to know to leverage your “social network” personality:

Be Yourself
Fakers give off a stink. Try too hard and you’ll alienate your members. Start by joining or starting conversations. Authenticity matters.

Give First
Provide useful information. Answer questions. Direct members to those that can help. By giving first you build trust and eventually authority.

Be Consistent
Your social network identity should be as consistent as possible. The majority of members probably have not met you face-to-face. Give them what they need to accurately understand who you are and what you do… knowing all along that you’re doing it “your way”.

Be Aware
You’re interacting with others both as yourself AND as a representative of your credit union. Don’t say anything you’ll regret personally or professionally. Make your interactions with others reflect the kind of of experience you’d enjoy off-line, too.

By adhering to these tips you’ll make members truly happy because they’ll understand you and your credit union value them  — not just as members, but as individuals. That fosters loyalty. And although we’re just getting to know each other, let me assure you: genuine loyalty always helps the bottom line.

Check out this great article by CU Hype, “Why Twitter is Your Credit Union Marketing Wingman” for further reasons to start the conversation.