Many companies view social media as a technology play, it’s really a tool that’s being used to build relationships. Once the relationship is established, social media is word of mouth on digital steroids, he explains. Even if your credit union doesn’t use social media for outbound communications, your members can use social media to comment on their experience with your products and services. Social media is an avenue that should be monitored because it’s a great way for credit unions to listen to what others are saying about them, to interact with members or prospects, to resolve any problems and ultimately to build a stronger member relationship.