Social Media Draws More – And Different – Feedback From Members

VIENNA, Va.-Members tweet about things they don't talk about at the branch or on the phone, suggested Johnna Strahle, manager, correspondence at Navy Federal. "We get more feedback on how we can do better and what new products and services we should offer," she said.

"People recommend us to their friends. The instant nature of Twitter makes it easier to talk about Navy Federal than a phone call to a representative or friend."

Thanks to social media, Navy Federal has begun to hear from an entirely new segment of its membership: members who use Twitter aren't they type of people who call in or visit a branch, said Strahle.