Social Media: Why Posting is Not Enough

megaphone with white cloud and the words like share click
By Alyssa Fedorovich

2 minutes

How to engage with members on social media.

Sponsored by PSCU

Some credit unions might think it is acceptable to post content on their social media channels then neglect their profiles for days or even weeks. Without actively engaging with members on social media, your CU will not increase its following or develop its brand. Engaging on social media takes dedication and an open line of communication. Here are a few ways your CU can succeed at both: 

Start a Conversation

Ask your members questions and encourage them to leave their answers. PSCU’s social media product, Engagement Builder, offers monthly content that can help CUs spur these interactions. Engagement Builder recently supplied users with an interactive post that focused on the beginning of summer: “If you could go anywhere this summer, where would you want to go? Comment below!” Prompting with a question gives members the opportunity to join the conversation. 

Create Contests and Campaigns

Contests and campaigns urge members to like, share or comment on your posts. One of PSCU’s owners recently ran a social media contest where members could win a pair of tickets to a football game. To enter, members had to follow the CU’s Instagram account and tag a friend by a certain date. Creating a unique social media contest or a campaign that creates excitement will in turn increase member engagement.

Respond to Messages and Comments

When your CU receives a comment on a post, you should reply in a timely manner. If you are pressed for time, liking the comment will suffice. Consumers have high expectations for customer service on social media and expect a response—or at least an acknowledgement—immediately. When replying to comments, be authentic. Let your members know you appreciate that they took the time to engage with your content. 

Your private inbox is usually where members will send messages about their concerns or issues. Once opening these, leaving a message on “read” and not responding might leave your members feeling forgotten or that your CU does not care. Be attentive to your members’ needs to provide an exceptional member experience. 

Share Content

Engagement is a two-way street. Sharing your members’ feedback not only establishes your CU’s credibility, but also generates engagement. Consumers are more likely to support a brand that connects with them on a personal level and is actively engaged. 

Having a social media presence is imperative for your CU. Putting in the effort to engage with your members will increase your CU’s brand awareness and meet ever-increasing member expectations. 

Alyssa Fedorovich is social media specialist at CUES Supplier member PSCU, St. Petersburg, Fla.

Learn more about digital marketing from this previous post by Fedorovich and by attending CUES School of Strategic Marketing I

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