Making the Case for Social Media How co-op communicators can win over boards and managers

[Mike Simpson]

Making the Case for Social Media

How co-op communicators can win over boards and managers

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By Michael W. Kahn | ECT Staff WriterPublished: May 16th, 2011

 

DENVER—So you’d like to get your co-op on Facebook and Twitter, but the manager and board are lukewarm—if not downright cold—to the idea. At Connect 2011, communicators got some advice for building a case to make them more receptive.

Co-op communicators heard ways to persuade skeptics that social media sites, such as Facebook, are useful tools. (Photo By: ECT.coop)

Social media helps build trust and confidence and members, said Brandon Zelasko, interactive strategist at SE2, a communications firm based here. He suggested including a customer service function.

“If you have an issue with your bill, tweet us or post something on our Facebook wall,” Zelasko said as an example. It tells members “this is another channel for you to engage with us and for us to serve you better.” And set reasonable expectations, letting members know they can expect a response in, perhaps, two business days.

Another selling point: Social media can be used to explain the advantages of co-op membership. Eric Anderson, CEO of SE2, said this is particularly important with younger members. “If you can start that dialogue with them now you can maintain that relationship,” Anderson said. “And someday you’re going to need someone from their generation to be board members and advocates.”

That leads to a third point: Building member pride. “One way that this happens is by giving members a venue to share their thoughts and feelings,” Zelasko said. Gone are the days when “the message was just pushed out to you and that was the message you received,” he said. Social media now allows everyone to participate in the conversation.

As for that conversation, Zelasko stated a bold reality of life in 2011, when people blog and make active use of all forms of social media. “The conversation,” he said, “is happening whether you’re there or not.”

Related Content: Connect Conference coverage

Tags: Co-op News, Connect Conference, Consumer Outreach, Consumer-Members