NEW ORLEANS (5/20/13)--University of New Orleans FCU (UNO FCU) recently transformed its Facebook page to engage members rather than using it to post promotions and interest rates.
The page, created in 2009, focused primarily on announcing on-campus visits and educational programs or, posting pictures of past events. The feedback from members was positive. During the next three years, the page grew to more than 600 "likes." However, fans were not engaged with the page, said Christopher Maurer, UNO FCU president/CEO.
In late 2012, UNO FCU began the process of revitalizing the page by measuring its readership results. Each post was monitored to determine how many fans viewed it, if it engaged fans, when it was viewed, and if it earned positive or negative feedback.
"We had the best results with giveaways and sponsored advertising on Facebook" said Maurer.
A drawing for tickets to the New Orleans Jazz and Heritage Festival attracted 234,876 views and 865 likes, Maurer said. The credit union also posted more light-hearted content as opposed to only financial information, thus engaging visitors with local events and news.
UNO FCU has invested about $100 in Facebook advertising, Maurer said.
In two months, UNO FCU's fan base increased to 1,156 fans from 630. Fans are "liking," posting, and sharing daily. UNO FCU's posts are more external, highlighting online trends, university events, and New Orleans happenings, all creating a component of community involvement.
UNO FCU plans to continue this strategy with hopes to intensify awareness on campus and assist more University of New Orleans students in advancing their financial future.
"The elements that aren't advertising attract the most views," Maurer said. "By adding that human element rather than appearing as a machine that spits out advertising, we remain relevant to our audience. At the same time, we put out information that affects our members, such as financial information or school events. We promote campus organizations. No matter where you live or work, I think it's important to post things that are relevant to the group."