We’re all guilty of bad habits. Whether we’re willing to admit them or not is a whole other story. But to make everyone feel more comfortable, we’ll go first….
We like to hit the snooze button in the morning. (Phew, that was like ripping off a band-aid.)
So now that that’s out of the way, let’s turn to some bad habits we couldn’t help but ignore. We’ve created a list of 6 social media bad habits bank marketers must break. Why? Because unlike hitting the snooze button for 5 extra minutes, these are happening on company time and costing your bank potential clients.
Acquiring Social Accounts And Then Forgetting They Exist.
In fear that others would log on to Facebook and start posting on behalf of the bank, bank marketers laid claim to these pages. But then, they stopped. While this solves the problem of nobody being able to post on behalf of the bank, it neglects to address the fact that consumers can (and will) talk about you online, whether a bank is active on social media or not.
The Fix: Start using these profiles effectively to address comments and concerns made by consumers. Connecting with your customers, on whatever platform you may choose, is the basic skill need for sales and marketing. If your profile isn’t active, it is going to be hard to do this. So go out, get active, and start making those connections.
Posting all at once, especially if a bank does it at the same time everyday, can be especially ineffective. First, receiving 10 plus posts at once on a Twitter feed screams spam to consumers. Second, it doesn’t allow you to collect any data regarding the effectiveness of posting throughout the day. Do posts work better at night, in the morning, on weekends? If you mass post you simply can’t know the answer to these questions.
The Fix: Start A/B testing posts throughout the day to see when they perform the best. While office hours may be 9-5, Monday thru Friday, consumers may be on social media at different times.
The Non-Humble Brag
Brands that constantly brag about goods and services will get ignored. Social media users frequent the sites for social reasons, not for advertisements. Consumer are inundated with advertisements every day, and have become increasingly good at ignoring them. Take for example the traditional mail advertisement. What do you do with them? Not as a banker marketer, but as a regular customer. We’re willing to bet they go straight to the trash. Same goes for social media, except now your customer simple scrolls further down the page.
The Fix: Start adapting content so that it fits on the social platforms. Every post doesn’t need to be self-serving. Instead focus on storytelling using customers, employees, and partnerships as inspiration.
Focusing On Superficial Numbers
While having 100,000 Likes on Facebook is great, you are now at the hands of the Facebook gods. You now fully rely on Facebook to distribute your content and make sure it reaches your desired consumer. When in reality, a content strategy that is effective will do this autonomously.
The Fix: Focus on a content strategy that brings engaged followers to the bank website. From here entice them to opt-in to something valuable so you can capture email addresses. This gives you control over reach and engagement opportunities.
Posting When Convenient
Social media takes time. Actually, it take a lot more time then you may initially think. If a bank is not consistently posting, consumers won’t keep your brand top of mind.
The Fix: Create an editorial calendar for all your content. Doing so will make sure that as a brand you are consistently pumping out content that isn’t only convenient for you, but also convenient for consumers. If you need further help, check into social media monitoring platforms to schedule posts in advance.
Leaving Social Media Accounts In The Hands of A Millennial
While a millennial may have used Facebook or enjoy Tweeting, they may not be the right person for the job. Having an effective social media strategy goes far beyond releasing Tweets and having a casual voice. Each piece of content created needs to work within a larger, lead generating strategy.
The Fix: Find someone who understands digital strategy inside and out, and put them in charge. If you have a millennial who loves social media, by all means give them a tactical role. However, there needs to be a manager who deeply understands strategy in the drivers seat.
How many bad habits are you guilty of? Do you put a millennial in charge of social media because you simply don’t know what to do with it? Do you post whenever you think of it? Or do you use it as an extension of a display ad?