Today's Marketing Challenge: Keeping Social Media Fresh

We talk to financial marketers from all over the country, every day. During our chats, we hear what's bugging you. This week, we'll address some of the more common issues we're hearing.

You're not alone!

Today's Marketing Challenge: How do you keep Social Media fresh and beneficial?

Who's in charge of updating your blogs, Facebook pages, emails, Tweets, Linked In, etc., etc., etc.?

If it's just one person, you may be missing an opportunity.

The solution? Build momentum!

The underlying strategic goal behind any social media effort is to position the bank or credit union as a financial expert and to ultimately build the relationship with your target in a value-added way.

That said, you can build momentum in your efforts by soliciting the efforts of your entire institution. Schedule specific times for key team members to post messages. "This week our lending VP focuses on mortgage issues, next week our Commercial VP talks about how Reg E will effect transactions at the point of sale. The week after that, our Wealth Management advisor will discuss the ebbs and flows of the market."

Here are some tips:

• Since you'll want to include managers from different business units (preferably even the CEO) and/or staff from different markets, schedule well in advance
• Be clear on exactly who is responsible and exactly what they are responsible for
• Provide recommended topic ideas and talking points. The more you can do for them up-front, the more likely they are to do it
• Be a classy-pest. Send nice reminders prior to their deadline (see if they would like your help)
• Set clear guidelines. Tweets should be short ... Blogs should be no more than XXX words ... Facebook should not be salesy .. etc.

If successful, you will enjoy the collective expertise of your entire institution, your team will begin to understand the value of social media, your customers will get to know more of your team, and you will position your bank or credit union as having a deep understanding of a variety of financial issues.

Take care,

Eric