Best Practices for Co-operative Blogging

Slide1In this age of widening economic disparity, the co-operative values of self-help, self-responsibility, democracy, equality, equity, and solidarity are more vital than ever. But the message is being drowned out by corporate domination of all media types. Co-operatives, therefore, need to blog for several reasons – to educate, create awareness, and, importantly, to cement their own identity. Every movement needs to publish its manifesto and a blog provides an affordable and easy outlet for co-ops to collectively do so. Leaping in to the blogoshpere without a plan, however, is unadvisable, as it is unlikely that the message will be heard over the wall of corporate noise. I recommend following these blogging best practices to ensure maximum volume and impact.

It is important to share quality content, but more so, it is critical to do so consistently. Before launching a blog, a co-op should select a host of potential topics, such as “how to’s” or “behind the scenes” posts, and set a manageable timetable for both when to work on and when to share posts. A calendar should be utilized and shared within the organization so that every can help contribute to and promote the blog.

Co-ops are a vital economic counterpoint to shareholder owned corporations and now is their moment to shine. According to Nancy Folbre, economics professor at UMass, “cooperative enterprises play an enormously important role in our economic system, one that is likely to grow in decades to come”. To help facilitate that growth co-ops need to have a plan when it comes to blogging. Posting in inconsistent spurts will lead to a muddled message. A dozen posts at the beginning of the year, followed by 6 months of nothing will have members and potential members wondering if your co-op is still active. A blog should be your co-ops pulse; it should show others you are alive and kicking and as such it needs to have a regular beat.

In addition to consistency another best practice is simplicity. According to Copyblogger, “readers don’t want abstract principles or theoretical discussions. Sure, they may be interested in understanding the why…but they also want to know what to do”. Now, co-ops’ value lies in abstract principles, so I do believe there is a place for such discussions, but the point is your regular cycle of content needs to be informative, and searchable. A potential member is unlikely to be searching for “how equity is shared in a co-op” and come across your blog. Co-ops need to answer their members and potential members’ questions. For example, a simple post about local in-season fruits and vegetables might answer questions for potential members of a food co-op. Or a post about building credit might prove valuable for members and potential members of a credit union. The hope is that someone looking for answers to questions on these topics will stumble upon your expert answers.

To help with SEO, co-ops need to come out with strong titles, hooks, and be succinct, according to Joe Hall in Copypress. But importantly, they need to have a strong point of difference. By equating your co-op with the shared co-operative values, I believe, a strong point of difference will naturally emerge. In structure and values co-operatives are unique, and that is primarily what a co-op blog should be celebrating. This will be the decade of the co-operative, so let’s start writing about it and let everyone know.

Social Media Lessons to be Learned from Financial Cooperatives

To consider how cooperatives should best use social media to connect with members and potential members, I will look at the state of the social media within the financial cooperative, or Credit Union, industry.  According to the Financial Brand, “retail banking has consistently ranked among the earliest and most aggressive industries to adopt social channels”.  Never to be outdone by their shareholder-owned competitors, Credit Unions have also been aggressive adopters of social channels.  As early adopters, financial cooperatives can teach the cooperative movement many lessons from what works, Facebook pages, to what does not work (at least not yet), Pinterest boards.

A quick survey of financial cooperatives in NH shows an active and engaged industry. Bellwether Community Credit Union , Granite State Credit Union, Service Credit Union, St. Mary’s Bank, and my own, Triangle Credit Union, all actively manage a Facebook page.  Posts on Facebook range from the community minded, to inform members of local events and sponsorships, to financial advice, often done through the resharing of fin lit blogs, and general Credit Union announcements, during the recent snowstorm, Nemo, all took to Facebook to inform members of branch closings.

Facebook is a great member-facing tool as it is where many of a cooperatives’ members and potential members are located.  A cooperative benefits greatly when they create shareable content on Facebook. For example, Bellwether’s branches and offices recently participated in the Go Red for Women campaign to create awareness of heart disease.  A photo collage of the event was posted on Facebook.  The post received 26 likes and 3 comments, placing Bellwether positively in the news feeds of each of those who took the time to engage.  Here cooperatives can see an example of how social media can be used to share the message of community, which is tantamount to the success of any cooperative.

Beyond Facebook, Bellwether use Linkedin, St. Mary’s, Triangle, and Service use YouTube, and Service and Triangle use Twitter.  Triangle also maintain a blog, to which I am a contributor.  There is no doubt that the adoption of these different tools create additional platforms for listening but are they truly capable of engaging?  A look at Pinterest boards shows how aggressive early adoption can force a cooperative down a narrow and unfocused path.

A Financial Brand study of Pinterest reveals that a great deal of time and effort may be misguided when it comes to social media use.  They cite the example of Fireman Community’s use of Pinterest.   As I mentioned earlier, the banking industry and by extension the financial cooperative industry, are quick adopters of new social media tools.  In 2012, Pinterest was all the rage, with Banks and Credit Unions alike directing efforts toward the image-sharing site.  But can their be any value for a financial cooperative with only intangibles to sell to engage in a tool that makes sense for restaurants and clothiers that have a need to display visualizations of their products?  Financial Brand’s analysis of Fireman’s determined that approximately 67 hours were spent maintaining the page to net 274 followers of which many are other Credit Unions, marketing professionals, and not in fact members.  Making the answer a resounding “no”.

In the comments of the article an articulate and fascinating argument plays out.  Fireman’s defend their use of Pinterest, stating, “Pinterest is part of our holistic multi-channel content strategy, not just another social network…That means we’re not just wasting time on Pinterest; we’re integrating it into our overall communication strategy.”   A worthy and admirable response, but the resources of a cooperative are generally limited.  Consideration should always be given to utilizing only those tools that have been proven to be successful.

Financial Cooperatives, and other coops by extension, must use caution when proceeding with social media channel adoption.  According to the Financial Brand, “65% of consumers surveyed say that they would stop using a brand that upset or irritated them as a result of their social media behavior.”  Coops run the risk of pushing themselves unfavorably on potential members and of publishing irrelevant and unnecessary content because they feel the need to communicate or participate in new channels; the more channels, the thinner and less relevant the content will be.  Social Media is as much about listening as it is about connecting.  Cooperatives will be successful and reap the rewards of social media as long as they focus on creating great content, and limiting themselves to participating in proven channels.

Ian – Southern New Hampshire University Grad Student

Co-opting Brand Recognition for Social Change

Coop
Social Media has proven its worth for corporations and political campaigns.   In 2012 social media was used to spectacular effect to create awareness for brands such as Obama ’12, Jetsetter, Ikea, and Sharpie.  But is Social Media’s true value merely brand awareness – where consumers passively engage with brands for the return of discounts, special offers, and campaign promises?  I believe there is a more lasting impact to be found, and that is in social media’s ability to form networks, beyond those naturally available by proximity, and thus inform users of the power and opportunity to be found within cooperatives.

Cooperatives are a natural expression of how people wish to do business. According to the International Cooperative Alliance, “A co-operative is an autonomous association of persons united voluntarily to meet their common economic, social, and cultural needs and aspirations through a jointly-owned and democratically-controlled enterprise”.  In the past those autonomous associations were formed by proximity.  For example, my credit union, a financial cooperative was formed on the factory floor; born from a desire to provide affordable credit and to promote thrift to the mill employees of Nashua Gummed and Coated Paper Company, factory workers came together to pool their savings and create loans for those who could not otherwise afford the interest on a bank loan.  The values of coops are congruous with community and at the same time an important counterpoint to the shareholder driven business model of corporations.

Social Media provides many tools to educate, inform, and connect people with cooperatives.  Kristen Christian, a cooperatives advocate and highly effective social media thought leader, proved that Facebook was an invaluable tool to the movement when she founded Bank Transfer Day.  Created in response to the financial crises of 2008 where large shareholder owned banks burdened taxpayers on the way down with their need for bailouts, and attempted to burden consumers on the way back up with fees, Bank Transfer Day began as a Facebook event.  Individuals were encouraged to attend much like they would a friend’s birthday party.  The response was enormous and seismic.  Reports one year on stated that the event was responsible for Credit Unions netting 2.2 million members, almost double their normal growth.

Being fortunate to work for a credit union, I was introduced to Dr. Bill Branch, President & CEO of the World Council of Credit Unions.  Dr. Branch informed me of WOCCU’s efforts on Twitter (which I have been following since).  He indicated that the council saw a huge opportunity to build awareness through the micro-blogging site.  So much so, that they had tapped Charlene Li, one of the authors of Groundswell, to speak at the next World Council of Credit Unions gathering.  The pick suggests that Dr. Branch is prescient and aware of the way in which “people use technologies to get things they need from each other, rather than from traditional institutions like corporations” (Li pg9).

Social Media tools such as Facebook and Twitter have, in Christian’s case proven themselves, and in WOCCU’s case, surely will soon prove themselves, as valuable assets in connecting individuals in a way that transcends proximity, previously cooperatives’only tool of connection.  Great things are afoot and huge social change is imminent.

Ian – Southern New Hampshire University Grad Student

Li, Charlene.  Bernoff, Josh. (2008) Groundswell. Boston: Harvard Business Press. (pg 9).