The client
Backbone is a coalition of credit unions with the goal of aligning in their purpose of support people from all areas of the country and all backgrounds in building financial capacity. Backbone exists to amplify each credit union’s story and the stories of the credit union movement as a whole.
The problem
Backbone was working hard to use earned media and other forms of publicity to shine a light on the work credit unions do, but they needed social media support to ensure that those stories were seen and shared by a larger group of people.
How we solved it
I created a strategy that included weekly educational posts that weren’t dependent on earned media. That ensured that Backbone had a steady presence on LinkedIn to start. We grew social media to include Instagram, TikTok, and X/Twitter by the end of the contract.
Earned media notifications were posted within one day of going live. These posts included trade periodicals, podcast appearances, and general audience media.
Results
From June 2025 to December 2025, LinkedIn followers increased from 420 to 609. LinkedIn engagement rate increased from an average of 6.7% to 16.09%. And coalition membership increased from 19 to 26, including credit unions and leagues.
