By now, you are either actively involved in social media for your bank, or seriously considering it. Key social media channels today include your web site, Facebook, Twitter, and blogs. Following are three ideas to help you leverage social media, while protecting your bank from both a compliance and reputation risk perspective.
First, you have to be “all in.” Commit to the required ongoing effort to maintain timely and accurate postings across all of your media channels. Having a Twitter account, Facebook page, or web site that is only infrequently updated is as bad as a stale billboard. Doing so requires two main efforts – identifying and supporting a point person (I prefer “social media manager”) to manage the technology, and ensuring a steady flow of information from your various departments and locations that allow this individual to make frequently, pertinent posts via social media sites.
Second, address the matter of managing feedback that you receive. Unlike virtually all other forms of advertising, social media allows, even encourages, feedback. Your social media manager must have the skills, and a support group, to segregate responses into three categories. First, there are those responses that we like because they are positive toward the bank and its activities. Second, there are those that require discernment in handling . . . while the post may be negative, is it objective enough that we should deal with it from a customer relations standpoint? Some of the posts you receive may contain a specific complaint. If you can, without divulging personal data, publicly address and resolve the issue, this becomes a great opportunity to demonstrate your focus on customer service.
Finally, there will be posts that must be immediately removed, because they are obscene, offensive, or otherwise inappropriate. Examples of inappropriate posts may also include those where customers (in spite of your admonitions to the contrary) may reveal account information. Ensure that our social media manager is monitoring ALL activity, on a timely basis, by receiving email or text updates when posts are made to your sites.
As an executive, be sure that you are at least basically familiar with current and future social media channels, so that you can provide guidance and insight to your organization in these areas.