Social Networking and Change Management Covered in New White Papers

CUNA Councils
January 20, 2009 | COMMENTS

Learn how to reach members through social networking and how to effectively lead employees through periods of change in two new white papers sponsored by the CUNA Councils.

“Social Networking as a Marketing Tool” by the CUNA Marketing and Business Development Council defines the different aspects of social networking and social media and their potential ramifications for the financial services industry. The paper outlines the different aspects of online search advertising, blogs, Twitter, Wesabe and Mint, product reviews on Web sites, YouTube, Facebook, MySpace, and more. Additionally, it details how some credit unions are using these products to reach their targeted audience and their results. Finally, a selection of books and resources are provided at the end for further review.

As new national requirements and trends impact and evolve the industry, chief financial officers (CFO) are expected to be role models for change who can assist the senior management team and inspire confidence among employees. CFOs now must also translate financial arguments into terms understood by employees outside the accounting department and be aware of how actions and decisions impact the human factor within change-management situations. The second new white paper – “Leadership and Change Management” by the CUNA CFO Council –examines these and other important characteristics of leadership during periods of change.

In addition to CFOs, the white paper also includes advice from CEOs and chief operating officers with regard to mergers, leadership succession, and other types of major changes. The paper includes additional resources and a list of recommended reading at the end.

CUNA Council members are entitled to complimentary copies of these white papers; non-members may purchase the white papers for a price of $50 per copy.

The papers are available online in the white paper section of each council site - Select the “Marketing and BizDev” tab for the social networking paper or the “CFO” tab for the change management paper.