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Social Media Pivotal, Not Proxy for Brand Awareness

Once upon a time, credit unions relied solely on traditional methods to market their brand. Today, channels such as Twitter, YouTube, Facebook, Pinterest and others have been touted as the natural evolution, yet the supporting research has been scarce, leaving many to wonder if it was nothing more than just...

By Myriam DiGiovanni | Updated on May 29, 2012
Firms such as State Farm continue to use social media to compete with credit unions and others to recruit top talent.

Once upon a time, credit unions relied solely on traditional methods to market their brand. Today, channels such as Twitter, YouTube, Facebook, Pinterest and others have been touted as the natural evolution, yet the supporting research has been scarce, leaving many to wonder if it was nothing more than just another marketing fairytale.

The one constant, among experts and detractors alike, has been the need for strategy and the idea that rather than usurping traditional marketing, social media most effectively plays a supporting role in the larger overall strategy.

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