Is the fear of negative comments keeping you from social mediaendeavors? Are you concerned that if you put your brand “outthere”, you might have feedback that is less than stellar, for allto see? If you already have a page or two, are you quick to deleteanything that could be perceived as negative, because you areworried that others will see it?

Facebook, Twitter, LinkedIn? Fear not! Look at these asopportunities to not only tout your brand, but to engage inconversation with members, embrace opportunities to serve, and showthe world how you make your members a priority and solve theirproblems.

Here’s an example of how a negative comment could actually workin your favor. We recently encountered a member post on ourFacebook page. The member had waited for what he perceived to betoo long for a new ATM card. He posted his displeasure on ourFacebook page on Thanksgiving Day, and I (thankfully!) happened tocheck the page that afternoon.

I immediately responded that I understood and would be lostwithout my own card, and that I'd have someone from our contactcenter get in touch with him first thing Friday a.m. I made surethat happened, and they got him a new card right away. Well, hecame back and re-posted on the page how great we took care of himand that he was “all set”. So- every single person that "likes" ourpage got to see how we made a member a top priority and solved hisproblem to his satisfaction. PRICELESS PR!

Social media is about having conversations, establishing yourbusiness as “the” expert in its field, and getting yourself infront of new, potential customers. But it can also be anopportunity to show how much you care about your current members.It is not only a marketing tool, it is a chance for you to learnwhat is important to those members and perhaps even learn aboutareas in which you can improve.

Terrie Mavros is electronic marketing specialist at the $332million Bellwether Community CreditUnion in Manchester, N.H.