A couple months ago, I looked at the Facebook pages for a number of the nation’s largest auto finance operations, and declared that those lenders were missing an opportunity to promote themselves and interact with their customers.
I wanted to see how other segments of the financial services industry were using Facebook, so here are summaries of half a dozen credit unions. These represent the largest auto lending operations among credit unions in the United States. Like with the top lenders, there is a wide spectrum of how the credit unions use Facebook. Some are actively posting information about themselves and using the social network to answer questions from customers, while others are virtually ignoring one of the most-popular websites in the world.
Likes: 426,777
Big Wheels Rank: No. 24
The credit union is actively using its Facebook page, although mostly to interact with customers who have questions, kudos, or complaints. There has been little in the way of promotion on the credit union’s 2013 timeline, and nothing in the way of promoting its auto loan programs.
The credit union does link to its Facebook page from its corporate website.
Security Service Federal Credit Union
Likes: 654
Big Wheels Rank: No. 26
Not as active as other financial institutions, SSFCU seems to be only cracking the surface of what can be done on Facebook to interact and promote itself. The credit union posted to its page only three times in 2012. One of those was to ask for New Year’s resolutions from its customers, and the other was a public service announcement reminding people not to share sensitive personal information on Facebook. There is nothing in the way of promoting its auto lending program.
The credit union does not link to its Facebook page from its corporate website.
Sample Activity:
Likes: 6,260
Big Wheels Rank: No. 33
Even though there are far fewer customer interactions on Pentagon FCU’s Facebook page than others, the institution is still actively using the page to promote itself, both its charitable and civic efforts as well as its products and services. It posted a reminder this week to its fans about auto loans.
The credit union does link to its Facebook page from its corporate website.
Sample Activity:
Alaska USA Federal Credit Union
Likes: 9
Big Wheels Rank: No. 34
The bank appears to have no presence on Facebook. The institution posted three times on Oct. 2, 2012 and hasn’t posted anything since.
The credit union does not link to its Facebook page from its corporate website.
Sample Activity:
Likes: 48,460
Big Wheels Rank: No. 38
America First has a promotion “Thank God It’s Cupcake Friday” and offers anyone free cupcakes on Fridays. The credit union uses its Facebook page to promote the giveaway every week. It uses its Facebook page to promote its products and services — although it hasn’t posted anything recently about auto loans — and to try and interact with customers by asking questions (Sample: How are you gaining control of your finances?) and posting polls.
The credit union does not link to its Facebook page from its corporate website.
Likes: 30,498
Big Wheels Rank: No. 40
The Golden 1 Credit Union is an active Facebook user, posting information about its products and services (although nothing about auto loans) and positive interactions with customers.
However, with so many likes, it may be missing an opportunity by trying to do more Facebook-specific promotions.
The credit union does link to its Facebook page from its corporate website.
Sample Activity:
