What Branch Managers should know about Social Media
Category: Attracting Customers
Published: March 6, 2013
As a branch manager you are used to juggling many different tasks. I want to share how you can more effectively use social media in parallel with your processes.
Hiring: Prospecting LinkedIn, Facebook & Twitter for good leads will go a long way to finding “A” players. In today’s day and age it is irresponsible for a branch manager to be in the dark when hiring for a position. There are many traits an employer can find by scouring the net on a prospective employee. Community banks are about trust and integrity. What does this person exude on the net? How will they represent your institution?
Sales: Sales is very similar to hiring, as we want to use search terms to find the best potential prospects. Social media acumen can help a loan officer go from raising his or her arms aimlessly online to someone who converts on a daily basis. The value in social is that we can nurture the relationships we’ve created over time. Branch managers can keep up with their current contacts lives and be ready to provide products for any life altering events.
“To succeed in sales, simply talk to lots of people every day. And here’s what’s exciting – there are lots of people!”
Customer satisfaction: Communication with customers is transitioning away from phone calls and letters to online methods. Social media provides the unique opportunity for interactive two-directional communication between bank representatives and bank customers. Banks are not simply posting content on SM websites, they are responding to customer complaints, addressing service issues, replying to questions and engaging the customer as much as possible via social media.
“If you are not taking care of your customer, your competitor will”
Performance analysis: At the end of the day each branch manager needs to go back to a superior and report progress. Social Media should be integrated with the other marketing processes your organization already utilizes. The methods by which bank customers are absorbing information about your bank’s products is changing. Social is the most effective marketing channel and the strongest leg any branch manager can lean on.
As a branch manager you are involved with the whole banking process. Most processes in banking involve trust and integrity. Interactions on Social Media take a lot of trust but that is what often makes them the most rewarding.
“To be trusted is a greater compliment than being loved”
Banking is ROI driven and social/digital marketing can and will provide one of the highest ROI’s.