Four Letters. Infinite Potential.

Minding Your Social Media Ps and Qs

A well-managed program can enhance brand loyalty and communications

By Charles Shanley, SPHR, CFS, Executive Vice President, Recruitment Services

As consumers rely more on social media to acquire information and interact with the marketplace, community banks and credit unions have an opportunity to build brand awareness by engaging with different audiences from many technology platforms. When used effectively, social media can also be a useful tool for communicating with employees, sharing information about special events and supporting effective HR recruiting.

According to results from a Pew Research Center internet study, 89 percent of individuals between the ages of 18 and 29 use social media sites, while 78 percent of 30- to 49-year- olds and 60 percent of those 50 to 64 do so.  And, if you are looking for young talent to fill staff openings, social networking is the best recruiting tool currently available.

Remember, one of the drawbacks of promoting from within is that you may miss out on fresh ideas that someone who has seen things from a different perspective – or from outside of the financial services industry may bring.

The secret to being “found” on social media
Make sure the information posted on your site is fresh and interesting. Some of the most highly rated social media sites engage visitors and encourage them to stay connected with opportunities to win prizes for participating. And if done well, users will share the information with their peers to introduce even more potential account holders to your site. 

Internal benefits of being “social” 
For human resources professionals, social media provides access to a wealth of information on industry trends and helpful hints.   Plus, social media can be a useful tool for posting brief staff notifications or institution news.

Proper usage policies alleviate risks
However, in addition to opening new channels for interaction with internal and external audiences, social media networks can also introduce security, compliance and reputational risks if not managed properly. A social media usage policy – that clearly outlines how your organization and its employees will be represented in the virtual community – is imperative.

Specific details should include:

  • when and how employees may use social media;
  • the importance of protecting network security;
  • the need to ensure account holder and employee privacy; and
  • how to maintain the institution’s reputational integrity.

Keep an eye open for inappropriate comments
In today’s environment, misleading or inaccurate information can go viral quickly. It is important to implement guidelines on how to address discourteous or disrespectful comments, and what course to take in the event information needs to be removed from a site. To be safe, designate someone to monitor everything that appears on any site connected to your brand. 

While no case law currently exists for dealing with employee use or abuse, you can create a positive flow of content and interaction by establishing responsible use policies from the outset.

A well-managed social presence has its rewards
As with any form of consumer communication, social media interaction can boost your marketing efforts and increase business if handled properly. It can also improve employee morale and create a sense of connectivity between all staff levels, as long as everyone – from management to new trainees – fully understand what it is and how to use it.

To learn more about finding the best talent for your organization, contact Charles Shanley at Charles.Shanley@JMFA.com or 866-264-5017.

As seen in: 
IBA, Illinois Banker- January/February 2014
CUInsight Headline News-September 19,2013


account holder account holder retention account holder strategies account holder strategies; growth strategies; account holders Advice Agreement Analytics announcement ATMs attracting talent Automation B2B Bank Bank of Pacific banking services banks batching Benefit best practices board governance board member board of directors bottom line branch equipment branch profitability branding Bryan Hanks budget business culture business environment business practices business processes business strategies career advice Case Study CEO onboarding CFPB change Charles Shanley Cher Cheryl Lawson Choose Chris Karstens Cloud Communication communications Competitive Compliance compliance examinations compliance risks compliant Consistent Consumer Consumer FInancial Protection Bureau consumer protection Consumers Contingency Contract contract negotiations Contract Optimizer Contract Renegotiations contract review contract staffing Contracts core processor contracts Cornerstone Credit Union League corporate culture corporate governance CPE credits credit card contracts credit cards Credit Union credit unions Crissandra Fry CSS culture customer service cyber security Darin Byrd Data Deal debit card contracts Decisions Dick Miller digital directors economy Education efficiency studies election employee employee retention employees EMV migration evaluation Evolve executive search Expectations expense management expense reduction expense studies expenses Expert Federal Reserve Board fees financial services financial stability FinTech Floyd's Forum Free Analysis full disclosure Generating Income generating leads generation governance government hiring HR HR Consulting HR policies human capital human resources improved efficiencies improved results income income enhancement Innovate Innovative interview strategies interview tips IT contracts Jan Southern Jennifer Peoples Jim Griffis JMFA Academy JMFA clients JMFA News job search John M. Floyd Keith Hughey Kelly Flynn Kim Kreps leaders leadership Learning lending program Lesson Linda Meyer Literacy litigation loans Long Term Long-Term Maintenance management Mark Roe marketing measurable Members Midwest Region Millennial Millennials Missouri Mobile Banking NAFCU NCUA Negotiate negotiating contracts Net Operating Analysis NOA Non-Interest Income Oliver Ireland onboarding Organizational Health outsourcing Overdraft overdraft compliance overdraft coverage overdraft fees overdraft practices Overdraft Privilege overdraft program Overdraft programs overdraft protection programs overdraft service overdraft services overdraft strategy overdrafts Partner Paul McFarland payday loans Pennsylvania performance performance improvement personnel planning Press Release Privilege Manager CRM proactive