It seems funny to call social media for credit unions an old subject, but in the Internet age, the fact that this topic has been bandied about for four years practically qualifies it for assisted living.

Despite the amount of time that has passed and the number of credit unions that have considered developing a social media presence, precious little consensus has emerged regarding its efficacy for credit unions.

There are certainly vocal proponents of credit union social media, but they are matched by a legion of skeptics, and both groups are greatly outnumbered by the majority standing on the sideline scratching their heads. Opinions aside, there are a few credit unions that appear to have made some great strides in using this medium to some significant benefit.

So, what have we learned in the credit union marketing conferences, webinars and Internet chat rooms?

Clear purpose is vital: Business decisions made without a clear goal in mind rarely prove successful. And just like your mom told you: The fact that everyone else is doing it is not a very good reason for you to do it. The creation of a new media presence and strategy should be researched, discussed and planned. Those plans must have goals and accountabilities.

Understand that social media is just that — media: One of the reasons that social media has attracted so much attention is because traditional media is struggling to gather audience, especially among younger consumers. Since marketers naturally want to go where the eyeballs are, social media is the Promised Land.

The problem is that unlike newspaper, radio and TV, content and advertising did not grow up together in the world of social media. Marketing is looking to elbow its way into a previously promotion-free environment. The most successful social media marketers are going to be those who are able to select and deliver a message that is consistent with the experience that social media users expect when they log onto Facebook, Twitter or YouTube.

Advertising and PR are different: You have to know the difference. You can buy ads on Facebook and put your TV spots on YouTube, and you can load content all over social media. And you can also put a sales pitch in where content should be, but that will inevitably turn off your audience. Unless you have some very compelling or funny advertising, people are not going to casually elect to consume advertising.

So what goes on the Facebook “wall”? Information, such as the credit union’s support of local causes and events, tax tips, announcements about your scholarship program and new product announcements (use sparingly — remember news is the key). A simple rule of thumb is: If you are selling. it’s an ad; if you’re informing it’s content.

Social media requires commitment: The Internet is littered with credit union Facebook pages that haven’t been updated in months (years in some cases). Whether it’s a case of out-of-sight, out-of-mind, lack of a clear purpose, or no accountability, these efforts frequently quietly fall by the wayside. If you are going to invest in a social media presence, devote the appropriate amount of energy and stick with it.

Assign the right people: Whoever manages the credit union’s presence in the social media world has to know not only how it works, but also what the nuances are. A newbie who doesn’t understand how to navigate these sites isn’t going to see the opportunities or the potholes.

Data security is paramount: The monetization of social media is all about data. Safeguarding the data of your credit union and members is of primary importance. An understanding of security challenges and firm policies that guarantee data security should precede any foray into the social media space.

Protect your good name: Social media is built around the idea of a network, and it’s about give and take. If you engage in dialogue in the social media space, you may find that you are getting negative feedback. Being proactive when a complaint or inappropriate comment is made is crucial.

Keep it in perspective: We’ve all heard it — “Facebook would be the fifth largest country in the world,” etc. Well, it’s not a country. It’s a social media service. MySpace used to be a big deal, too. Things change fast these days.

Rob Kimmett is senior vice president, marketing and public relations, Massachusetts Credit Union League. E-mail: rkimmett@cucenter.org