Building Relationships is More Than Face-to-Face

Community banks urged to join the social media revolution 
Community banks and their customers value trust, security, and relationships. With the changing times it is imperative that banks integrate social media with their customer engagement.  Local banks hold a commitment to their community and need to be wherever their clients are. And now, their clients are on social media. 

Social media simply provides alternate channels of communication that, for some people, are simply more convenient. It offers a method of correspondence with customers in a way that they prefer. If a customer wants to communicate with your bank, Facebook or Twitter may be the easiest option for them. Almost any question should be able to be answered without disclosing any personal information. For example, customers could request the nearest ATM location or support with a lost or stolen credit card. It is important to note that social media outreach should not be a fruitless extra step to redirect customers to call or visit the bank, but a single point of contact to resolve an issue. 

“Word of mouth,” is quickly evolving to “word of web,” and referrals are one of the most cost effective and influential methods of gaining new customers. Social media creates an outlet for community members to share positive experiences about your bank with others. Banks also use these platforms to poll their customers and receive client feedback. Even simple updates about the day or a short blurb of advice keeps the customers engaged. Contests are another way to get people connected. It could be something as simple as a weekly contest where a Twitter follower can win free product or a Facebook fan that shares a link or likes a page. Incentives motivate people and entice them to pass the word on to a friend. We've recently spoken to a banker from West Virgina who says he is generating 6 to 10 new customers per week just through social media efforts. He says with some simple experimentation he has found a formula to get new clients.

This new way of social networking is taking an updated neighborly approach to customer service; it’s simply an alternate channel of two-way communication. Although social media users are thought to be mostly from the younger generation, there are people of all ages and from places taking to the web. According to Blogworld New York, 55% of Americans 45-54 have a profile on a social networking site. In order to foster trustworthy relationships with clients, banks need to meet them on social media and go the extra mile to provide great customer service.



Written by Codi Mast
Optimum Companies