Creating consistent brand voice important in social media marketing
by. Georgann Smith
Social media continues to be an important marketing tool for financial institutions (FIs). In fact, according to the 2013 Efma Marketing Survey, 84 percent of FIs currently use Facebook as part of their marketing strategies. Facebook and other social media platforms present a number of unique challenges and opportunities for marketers. One of these is presenting your organization on social channels with the appropriate balance of branding and personalization.
Andrew Caravella, VP of marketing at Sprout Social, a leading social media management and engagement platform, recently offered three tips for FI marketers seeking that balance.
- Determine a social media voice for your brand and go with it. As Caravella points out, it’s important to select “appropriate employees and resources” to create a personalized, distinct brand voice. He also advises marketers to keep in mind the unique nature of social media, including its immediacy and ubiquity, as compared to traditional marketing platforms.
- Be engaged, but set up perimeters and stay within them. In Caravella’s words, “Never lose sight of the tone you wish to set.” This is about finding the middle ground. Respond to and participate in discussions in an appropriate, consistent manner, and steer clear of unhealthy debates. This may seem obvious, but it’s a good reminder to, as Caravella puts it, “Stay mindful that you represent an entity greater than yourself.” FIs should also keep in mind that consumers don’t just want to hear about hours, products and interest rates. Make a point to provide them with some form of financial education. Keep them interested by offering something informative, rather than focusing every post on selling.