“A new set of clubs won’t make you a better golfer..

Tiger Woods could still beat you with a piece of bacon.”

I didn’t just say that – Brent Dixon did last week at our Annual Meeting. And you can imagine how many golfers we had in the audience – lots. There were some chuckles of recognition, some raised eyebrows and of course a few stoic reactions.

The point he was making? Just because your credit union is on Twitter or you have a Facebook page does not mean you are going to be successful in the social media space. To be good at social media, you must first be good at being social. Man that makes sense, doesn’t it?

It also explains why so many people fear social media. They don’t know what to say or area afraid to join in the conversation. You know what? That’s okay. You probably shouldn’t be the one spearheading your credit union’s efforts. So who should?

Marketing seems to be a natural because, well, we better be good at promoting, right?

Not necessarily. I’ve met a ton of marketers that are good at producing static material (think direct mail pieces, brochures, newspaper ads) that aren’t social at all. They are the advertising equivalent of a wall flower.  A pretty one, but not one that wants to dance or make eye contact. Awkward.

Here are the tests a social media candidate would have to pass, in my opinion:

1. Put them in the elevator with a stranger. They must try to bond with this person – over the weather, the Muzac, something before arriving at their floor.

2. Look at their cell phone. If they have not customized the picture on the front – gong. Next please.

3. Must have one or more of the following:

a. tattoo.

b. piercing (not necessarily still in use, but they did it)

c. facial hair (for men – LOL) or colored hair (man or woman)

4. Tried out for dance team, student government, cheerleading, sports, etc. in school. Preferably didn’t make it.

5. Make them go to a nice restaurant for dinner – alone. Will they sit at the bar and engage, or bring a book and get a table for one?

What am I missing?