Credit unions should have it made. As cooperatives with defined fields of membership and members with common experiences, social media should be a natural extension of built-in affinity, according to the Filene Research Institute.
The Madison, Wis.-based think tank says that theory is nice, but its latest report on social media expands on what many credit unions are discovering: deep member engagement with social media comes only after a lot of work.
And, there's still a lot of work to do, Filene discovered. Nearly 40% of the credit unions studied are "Prospectors" who stake a social media claim but never do much with it; more than half are "Flirts" who approach social media sporadically. Only 10% are "Settlers" who stick around to finish what they started.
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