It’s no secret that watching Earth television is one of my favorite ways to occupy my free time while on your wonderful planet. I get great satellite reception from the elaborate antenna array atop my spaceship, but for me, that’s not enough. To satiate my appetite for more television, I’ve subscribed to nearly every streaming service available. Some of my favorite series fall under the sci-fi category, which should be no surprise. My top recommendations include:
- Severance (starts slow, but once Petey arrives…)
- All the Star Wars series
- Resident Alien (hey, that’s me!)
One thing I’ve noticed over the tentacle-full of years I’ve been on Earth is that the streaming services have gone the way of traditional network television. Not so long ago, one could binge watch an entire series on the day of its release. I loved relaxing in front of my televiewer for hours, intaking nourishment offered to me in the forms of Moon Pies and Mountain Dew.
Today, however, you only get to watch one episode each week. While you can always wait for all the episodes to be released and do your binge at that time, it’s difficult being patient and waiting, trying your best to not click on the highly anticipated series while scrolling for something to watch. The benefit of this staggered release schedule is the anticipation it builds. And if you’ve read my previous post – You’re Going to Need a Bigger Hat – you are no doubt anticipating my thoughts around social media planning, tactics and best practices. The wait is over!
In my previous post, we looked at the steps to take in creating a social media plan for your credit union mortgage lending business. I touched on audiences, key messages, goals, objectives, strategies and measuring results. For this post, let’s look at some of the tactics we can use to meet our goals.
Create an Editorial Calendar and Topics: This is basically a calendar for you to plan out your posts. While this will be a living document that you can adjust as timely new content becomes available, it’s good to pre-plan with some general topics. These can include traditional and non-traditional holidays, milestones, events, industry news, thought leadership materials and member success stories. What are some specific topics you’d include in your editorial calendar?
Posting Frequency: While you don’t need to post every day or multiple times in a day, you need to establish your presence online and be consistent. In general, 2-3 posts a week is solid. You don’t want to fall below a minimum of a single weekly post. The precise frequency is dictated by your followers and your business model. Try different frequencies and times of day to find your sweet spot.
Likes, Shares and Comments: This is an often-overlooked tactic of a good social media plan. While posting is a primary focus, you need to establish yourself as an industry leader and a knowledgeable mortgage resource. You do this by liking, sharing and commenting on other’s posts, and commenting carries the most weight. Be smart when commenting on posts, as it demands true knowledge and understanding of the topic at hand.
Best Practices: When implementing your plan and tactics, be sure to follow social media best practices, including:
- Just the Facts: To be a genuine thought leader, you need to know the subject matter at hand. Be sure to only comment on topics with which you are familiar. Don’t hesitate to do a little research before commenting. Get your facts straight and present them appropriately.
- Permissions: If you create posts that include mentions of individuals or members, you must get their approval prior to making the post. Exceptions include news already shared in press releases or reposts from other trustworthy sources. Check with your Marketing Team on their guidelines for using members’ names and information.
- Share WITH Comments: When sharing or reposting topics, a comment should be included. This shows the “why” behind your sharing or reposting of the topic.
- Length of Posts: While getting ample and adequate information in a post is important, be succinct. The very nature of social media is “quick hitting” information. While a lengthy post is occasionally acceptable (and needed), try to be short and to the point. If a lengthy post is needed, make sure the primary topic of the post is at the beginning.
- Pictures and Graphics: For original posts, including a photo or graphic is vital in grabbing a viewer’s attention on the screen. Pictures and graphics draw the eye to the content and can serve as a meaningful part of the actual post.
- Don’t Force It: Don’t post or comment just for the sake of doing it. Make sure it’s a topic you know and something that others would benefit from learning more about. It’s better for you, your brand and your followers to have quality than quantity, even in social media.
- Be smart and use common sense.
The key to success in credit union mortgage lending is a solid social media presence. During today’s challenging market with more and more members utilizing digital platforms, it’s critical to be active and aware in the social media universe. In addition to the planning tips and best practices I’ve outlined, what are you and your credit union doing to heighten your social media presence and connect with more members? Please share them here and prepare yourself to become a Monster “Social Media” Mortgage Mover!