“Engagement” is the buzzword of the day in social media. Brands have shifted their focus from recruiting fans and followers to creating dialogues with them. The hypothesis is that engaged fans will see the organization as more than a vendor of financial services products.

Indeed, in a survey of members, Thrivent found that 42 percent of people age 45 and younger are more likely to consult the company about financial matters because of its presence on Facebook.

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