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Financial Institutions and Facebook: 4 Ways to Avert Disaster and Excel

Posted by Skyler Crabill on Sep 8, 2016 2:05:45 PM


It's an inevitability. As your bank or credit union grows, you're going to want to stake your claim on social media. And while other businesses might find this transition simple, the regulations of the banking world might scare you off from tackling the realm of Facebook.

Just remember that it's a doable task as long as you take precautions to set yourself up for success.

Dedicate yourself

Facebook is easy enough - set up a page, post every once in a long while and wait for the Likes to roll in. (Nope.) It turns out that Facebook requires dedication of time and effort to work properly. Opening a Facebook page invites consumers to interact with and comment on your brand and product offerings. If you're not taking the time to monitor, post and analyze your results, you're not only setting yourself up for a severe lack of Page Likes, but also the potential for customer concerns and gripes to go unanswered and snowball. Pay attention and do your due diligence. Develop a posting calendar and monitor guest posting daily - and stick to it.

Play by the rules

We all do it at one time or another - we click that "Agree" button on a terms and conditions screen without reading a lick of it. When it comes to Facebook for Business, though, there are stipulations you might've missed by blindly clicking. Don't set your page up for impending violation and investigation from Facebook corporate. Keep in mind, you must set up your business account on a page - not a personal profile. And don't forget to read contest and sweepstakes rules very carefully before you start running a promotion. Have your legal team give those terms a look-see before you dive too deep into your planned social strategy.

Don't overdo it

A hands-free solution helps us save time and effort by letting you automate upfront. But when it comes to scheduling out Facebook posts, don't let automation stop you from keeping a watchful eye on your page. The last thing you need is to inadvertently blow several posts all at once - you'll waste valuable content you worked hard to develop and  you'll likely lose fans who get bombarded with your excessive posts in their newsfeeds. In the early stages of your Facebook page, keep things regular but not excessive - start with a maximum of one post per day and increase as you see more and more engagement.

Always proof

Happy, positive, pristine posts might not always get the engagement you'd hoped for, but if there's one surefire way to get attention it's through careless mistakes. (And it's not positive attention, so don't get any ideas.) You should always have a second set of eyes review your calendar of scheduled posts before they go out - check for spelling and grammar mistakes, but also check for potential misunderstandings that could be perceived as offensive, rude or thoughtless. A clear, concise, positive message will help you avoid going viral for all the wrong reasons.

Facebook can be an integral part of your marketing strategy, and, quite frankly, it probably should be - just don't fall into any traps that can be easily avoided by working with a competent, qualified social professional.

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