Written byGeorgann Smith
Twitter account? Check. Facebook page? Check. Company blog? Check.
Like many businesses, financial institutions (FIs) have jumped on the social media bandwagon, creating accounts on all the networks their members are frequenting. Some would say they are on the right track with posting content to help build credibility, awareness and loyalty with consumers. Yet, I believe an even larger opportunity may be within reach.
The great strength of social media is its ability to engage influential customers and prospects on an individual level. Short, relevant conversations that once happened inside the branch can still happen — they just happen in a different, albeit digital, environment.
Yes, one-on-one engagement can seem scary. The concept of devoting that much time to individual customers (or even people who aren’t yet customers) can be tough to fight for when assigning budget to your marketing efforts. The key is to challenge yourself (and those who control the resource allocation) to find out what kind of dividends a more drilled-down approach may return.
