It’s Time to Change Your Social Media Story – Part 2

By Mark Zmarzly, VP of Financial Services at ACTON Marketing

In the previous post It’s Time to Change Your Social Media Story – Part 1 , I made a brilliant argument for the end of the Internet.  Actually, I wrote about how Facebook’s timeline changes should give all financial institutions reason to reconsider their social media strategies, but I think you could read between the lines.  The time for reinvention is here, as is the road map below.

If you have the guts (and resources) to reinvent your narrative, here are the things to think about as you redesign and redefine your story:

  • You are not the main character in your story…
  • Your story (updates, cover photos, apps, etc) needs to reflect your customers, not your bank
  • People identify with those like them (more accurately: with people slightly better than themselves), not with their bank

Who are the main characters in the stories below?  Which story would you rather read?

Your voice needs to be authentic

Every time I see a scripted wall post that’s repeated over and over “Thank you for bringing this to our attention. Please contact us at customerservice@anybank.com so we can look into your issue and work with you to resolve it.” I want to jump right into my laptop screen onto the Information Super Highway and drive down to a town I like to call Shoot Myself. Yes, discussions about personal account level data need to be taken offline but this voice is your narrator and he/she is inauthentic and not engaging. Amber Farley from Financial Marketing Solutions adds, “Not only does the voice of the bank need to be authentic and relevant, but it needs to be reflective of the bank’s overall brand. Banks shouldn’t jump into social media pretending to be something they aren’t.”

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It’s Time to Change Your Social Media Story – Part 1

By Mark Zmarzly, VP of Financial Services at ACTON Marketing

Here’s something most of you don’t know about me: before I entered the financial services industry, I was an English teacher and fiction writer. Why you don’t know this about me can be chalked up to one of these reasons:

We have a virtual . . . Continue Reading It’s Time to Change Your Social Media Story – Part 1

Respect the Crowd – Don’t Shut Them Out

“Well, I see the Facebook/Twitter hysteria is at fever pitch again” writes Brett King at Banking 4 Tomorrow.  “There’s the concern around market events like the fake Sina Weibo post stating that Kim Jong Un had been assassinated, apparently corroborated by the evidence of a cavalcade of black limousines arriving at the North Korean . . . Continue Reading Respect the Crowd – Don’t Shut Them Out

Beyond the Wall: Ideas for Financial Facebook Welcome Pages

“Most visitors to a bank or credit union page on Facebook are greeted by the all-too-familiar Wall — a series of updates, comments, feedback and exchanges that can frequently lean to the dark side. But there’s another, arguably better option” writes Jeffry Pilcher, Publisher of The Financial Brand.com.  “When opting for a customized Welcome . . . Continue Reading Beyond the Wall: Ideas for Financial Facebook Welcome Pages