by Ron Daly
Recently, to gauge our clients' level of interest in our new social media "getting started (or not)" course, we decided to send out a survey and see where our clients were (or weren't) with social media.
The course that Jimmy Marks, our Creative Media Director, spent the summer building focuses on:
- Deciding whether or not to get into social media and the information you'll need to gather first
- What it takes to make good content
- Getting fans and followers that match your goals
- Safeguarding yourself against compliance and security issues
- Monitoring your results
...and we wanted to see how useful that advice would be to current clients who were interested in social networking.
We sent out a simple survey. The results we got back were shocking.
First, some table setting:
Average size of credit union surveyed: ~400 million
Average year-over-year share growth: 5.04%
Average number of members: 35,216
Now, the numbers worth noting:
- 63% of CUs surveyed are involved with and using social media in some form.
- 54% of those are using Facebook, the winner by far. Second place was a tie between YouTube and LinkedIn
- Of the CUs that said they are using social media, 51% had been using social media for less than two years.
Interesting thusfar, but here's the number that made my jaw hit the floor:
- Of the CUs surveyed, 76% DO NOT MEASURE THEIR SUCCESS OR THE RESULTS OF SOCIAL MEDIA AT THEIR CREDIT UNION.
What??? 76%??? It's true, according to our results.
Now, I'm not one to just hear numbers and completely ignore how they got there. As I looked at a later question, where we asked respondants what information they would want to hear in a social media workshop, many people said they needed measurements and better metrics. As a result, part of me wonders how much the lack of measurement has to do with not understanding what these CUs are measuring or how to measure it.
Some of the results were actually very helpful - many CUs are measuring their results in feedback and next-steps in the marketing/sales funnel, not just numbers of "likes" or followers. I worry, though, that much of the problem with social media is how people think it's a solution to something. If you don't have a clear message and a clear understanding of how people make buying and borrowing decisions, what difference could YouTube or Twitter possibly make?
At DigitalMailer, we have lots of followers and friends and likes and so-on and so-on and so-on. But make no mistake, we don't call any of those "leads". Not until we've been contacted by that person via email or phone. It's great to promote the brand and talk about what you're up to, but that's not where our scope is focused. Twitter and Facebook help us keep in touch with partners, clients and some very interesting people - but pleasing clients and making products and services that save people money is the thing that keeps the lights on.
In our workshop, we've got a lot of helpful information and some good actionable steps. More importantly, we encourage the kind of forethought it takes to talk yourself (or your superiors) OUT of doing social media if it's NOT the right way to spend your time, money, or creative energies.
The workshop is $500 and includes a 90-minute presentation and a downloadable workbook. To sign up for our next session, click here.