How one credit union used Facebook to make an impact

by. Mark Arnold

“What’s the ROI of social media?” Do you ever get that question? It’s probably raised at every management team and board meeting. While it’s certainly a fair question (and there’s plenty written about the subject), sometimes social media’s ROI goes beyond numbers.

There are times when social media simply makes an impact—a human impact.

Consider the case of Southwest Airlines Federal Credit Union ($300 million, Dallas, TX). For two weeks during December, the credit union conducted a “12 Days of Christmas” promotion on their Facebook page. Only they weren’t really promoting the credit union. They were making an impact.

 

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