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The effect of social media on credit union revenue is a difficult figure to track, and the one that C-suites want to know the most. Marketing typically hasn’t been a huge investment for credit unions, but with traditional media, no one asked, “How many loans did this print/radio/TV ad bring in?” Following the advent of digital marketing, and social media in particular, all marketers hear is Cuba Gooding, Jr. and Tom Cruise screaming, “Show me the money!” as in the movie “Jerry Maguire.”

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