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Who's posting on your credit union's social mediasites? 

Could it be those teens and 20-somethings that seem to havetheir cell phones and tablets surgically implanted in their handswhen they're born? 

Not necessarily. At least, that's what Nancy Entz at the $1.8billion Tinker Federal Credit Union in Oklahoma City, Okla., hasdiscovered. As vice president of marketing, she keeps a close eyeon both formal and informal messages that flow back and forthbetween the credit union and its members.

“Our primary mission is to listen,” Entz emphasized. “Socialmedia is not the territory of the 20-year-old. The most devoutfollowers are not Gen Y.”

A quick check shows usage estimates vary. Social media consultant Roy Morejon has found 25% of social Webusers are 35 to 44 years old, the largest percentage of any group,and the average social network user is 37.

“It's still such a new business tactic for financialinstitutions in general,” Entz said on social media monitoring. “Ithink there are some credit unions doing it really well. Most of usare doing something, and as we go along we find out what's workingand what's not worthwhile. A lot of it is through trial anderror.”

For Tinker's involvement in social media, listening is the topmission.

“I think that's the one thing social media allows marketers todo that they can't do through traditional media,” she said.“Fortunately, our credit union is of a size that allows us to haveresources to do that.”

Entz said you can glean a lot of information just from the tonethe member is using. 

“You are always going to have a handful of people who will loveyou no matter what you do, and a handful who will probably hate youno matter what you do,” Entz said. “The majority fall somewhere inbetween, and it's important to get a grip on the tone they're usingwhen they talk about you.”

A credit union may post a message that seems very exciting to itbut then generates little or no member attention. Entz said jobopenings and document shred days tend to generateinterest. 

What's the reaction when a member initiates contact and actuallygets a response?

“So often they are shocked when we do reply. It happens a lot onTwitter, because on Twitter they're just posting to the world,”Entz said. “Then, when they found out their credit union does careabout what they're saying, it's a pretty interesting experience.”

One caution: when a member reaches out through social mediaconcerning an issue with their account, it's important to safeguardthat member's confidentiality by replying in otherways. 

Matt Hodson, marketing director at the $61 million Health CareCredit Union in Salt Lake City, agrees there is still a learningcurve for credit unions seeking to monitor social media. Hebelieves they are getting better, especially larger credit unions,with tools such as Radian6 available to help with the job. Radian6monitors social media sites for more than 2,500 companies.

What should credit unions be looking for?

“Any instance of their name being mentioned both in theblogosphere and in social media in general,” Hodson said. “A lot ofit is brand reputation.”

He recalled a recent incident involving someone mentioning thename of a credit union.

“This morning, one of the guys from the league sent me a linkthat mentioned another credit union. He asked if I thought heshould send it off to that credit union,” Hodson said. “A previousmember was very disgruntled with the credit union. I'm sure it wasnothing they would have seen because I've looked at their socialmedia and you can tell they don't have a strict social mediastrategy setup.”

There should also be a social media policy for employees.

“I've seen employees of other credit unions bash their employeron Twitter and mention that employer by name,” Hodson said. “I'vesent it on to the credit union suggesting they needed to look atthis, and learned they hadn't seen it themselves.

Hodson has found many credit unions are surprised by the vigorwith which unhappy members will go after the credit union on theInternet.  Often, members simply want to know they arebeing heard.

At the same time, credit unions can be surprised with howstrongly members will support them, especially when the creditunion has worked with someone who was previously upset. When amember posts a negative comment, other members may rise to thedefense of the credit union. 

Someone may suggest talking to a representative at the branch tohelp fix a problem.

The $179 million Garden Savings Federal Credit Union inParsippany, N.J., is using a third party vendor to post items onsocial media. Mike Powers, chief sales officer and vice presidentof marketing and lending, has required the vendor to post one salesand Garden Savings specific item for every two or three newsitems.

“Be careful with social media,” Powers said. “Take it seriously.Keep the content fresh, and be patient.”