While setting up a page is simple, many are unclear about how to develop and leverage this presence. The key to a successful Facebook campaign is to create a strategy behind it. While this sounds simple, it is something many organizations struggle with. However, spending a little time figuring out a road map to where you’re headed is far better than stopping and asking for directions at every turn.
So, what does a social media strategy involve? It really depends on your organization and its goals. Various tactics can be incorporated, depending on the objectives. While strategies vary, they should incorporate these seven items:
1) Set the Rules A social media policy is essential to have for any organization. Since media is now used by everyone, it is imperative that guidelines be established for its proper use. By governing what employees can and can’t do, you protect your credit union from issues down the road. No one wants to deal with a reputation-damaging YouTube video posted by employees. Among other things, a signed social media policy from each employee clearly defines the rules when it comes to content that involves your credit union.
2) Establish Goals What are you set out to achieve? Is your page a financial resource center, does it focus on converting new loans, or will it serve another purpose? In order to move forward, you must decide where you want to go.
3) Define Your Voice Facebook provides an excellent means to break away from rigid corporate communication voices. Lighten up a bit and have some fun, but make sure that voice is consistent. You don’t want to sound breezy in one post and stuffy in the next.
4) Allocate Budget and Time The account may be free, but it takes employee hours to make all of it happen. Not to mention a budget if you want to run promotions or ad campaigns. Make sure you have the resources necessary to make the project a success.
5) Determine Update Topics You need to update your page at least several times a week. By predetermining regular topics, you’ll never be stuck coming up with an update, so there is no excuse for not posting one. Make sure to align updates with your overall marketing plan. If the rest of your media is promoting auto loans next month, some of your social media posts should have an automotive theme.
6) Establish a Process This is perhaps the most vital part of a social media strategy. There are five main questions that must be answered – Who will create the updates? What is the approval process? Who will post them? Who will monitor and respond to comments on a daily basis? What is the protocol for responding to negative feedback?
7) Measure and React Track your progress on a monthly basis. If your objectives are being met, great! If you aren’t getting the results you seek, step back and analyze the situation, then come up with a course of action and execute it.
By creating a strategy, your credit union will have a solid foundation for interacting with your followers. Most importantly, such guidelines clearly define internal roles and processes, which is essential for social media management. Once the strategy is set, the rest of the campaign work will start to fall into place.
Unfortunately, organizations large and small struggle with creating these strategies. There often isn’t time in the day or enough internal knowledge to put all the pieces of the puzzle together. That is why Marketing Solutions is committed to helping credit unions achieve social media success. We understand not only the complexities of social media, but industry best practices that make campaigns successful. Our team of online marketing experts works with credit unions to develop a custom strategy that defines all of the previously mentioned steps, along with elements that are unique to you. From strategy development to ongoing consulting, Marketing Solutions serves as a single resource for all your social media needs. To discuss how we can develop your social media presence, give us a call (800-262-6285) or send an email to info@cusolutionsgroup.com.
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