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examples out there of successful viral videos, which give the impression that social media is an easy way to build brand awareness and generate new customers – but is social media really a jackpot machin" rel="nofollow">ine that will pay off to all firms? The followin" rel="nofollow">ing is a summary of the key fin" rel="nofollow">indin" rel="nofollow">ings of a 2013 report undertaken by The Fin" rel="nofollow">inancial Brand. They looked at a crosssample of credit unions (which are forms of small mutual banks) in" rel="nofollow">in the USA. They were primarily in" rel="nofollow">interested in" rel="nofollow">in their Twitter usage for busin" rel="nofollow">iness and promotional purposes. Ideally, if a credit union could get their members (what they call their customers) to follow them on Twitter, then this could become an effective form of low-cost communication. With that highly beneficial outcome in" rel="nofollow">in min" rel="nofollow">ind, this is the key fin" rel="nofollow">indin" rel="nofollow">ings of The Fin" rel="nofollow">inancial Brand’s report: •Almost 1 in" rel="nofollow">in 3 credit unions appear to have abandoned (that is, no Tweets for 30 days or more) their Twitter accounts •Around 20% of their followers are “junk” – either spam-based or now in" rel="nofollow">inactive •The average credit union only has about 400 followers, which is less than 1% penetration of their membership (customer) base. QUESTIONS 1.Because credit unions are a fin" rel="nofollow">inancial in" rel="nofollow">institution, do you thin" rel="nofollow">ink that they will struggle to get their customers to “engage” with them via social media? 2.Other than Twitter, are there other social media platforms that may be more appropriate for a credit union to use? 3.Do you thin" rel="nofollow">ink that this type of in" rel="nofollow">institution would get better results if they combin" rel="nofollow">ined social media with a traditional form of advertisin" rel="nofollow">ing? If so, which one(s) and why?