What Not To Do in Social Media: On Relevant Content for Financial Services
A sampling of recent tweets from @StateFarm:
Safe parking tip? Yes. That makes total sense. But interior decorating advice? Uhhhh… What?
State Farm does offer some financial services. Perhaps the interior decorating tweet is about money management? Without putting it in context, however, it feels out of place. And refreshing cotton balls? Peanut butter? I just don’t get it.
Now, dear brands, before you point and stare at poor State Farm, imagining it’s alone in its confusion, think again. Brands we monitor in each of our clients’ industries – financial services, healthcare, retail – are guilty of having wacky and irrelevant conversations via social media… and I don’t mean that in a good way.
Consider these pairs of Facebook posts from financial services brands. One shows a misstep (every brand makes them); the other shows a post that works. Together, they can help steer your social media conversation toward the best financial services content marketing… posts that are entertaining, interesting and helpful without veering off-brand.
A random quote from Who Framed Roger Rabbit? No. A post about employees learning about the customers who define their brand? Yes!
Ask about a summer activity that’s got nothing to do with your bank? No. Post about a summer activity your bank participated in? Yes!
Is there really a link between the summer solstice and your mobile app? No. But a trending news story you can tie to your rewards program? Yes!
The links in both of these Citi posts go to Citi blogs, but the first makes no mention of the connection. Promoting your blog without, well, promoting your blog? No. Letting fans know the link takes them to a Citi post? Yes!
Generic post about summer? No. Humorous post about summer road trips with a reminder about a product feature? Yes!
Ask a question about fitness? No. Provide educational resources that address client-related – and brand-related — issues? Yes!
Promote an odd event – Happy National Hot Dog Day – that’s got nothing to do with banking? No. Promote an event – The ESPYS – sponsored by your brand? Yes!
You can try this yourself, if you like. Go through your own streams – and your competitors’ streams – and identify your effective posts, as well as your not-so-proud moments. Let what you learn guide future content. Need help? We’d be happy to lend a hand.
Want more on relevant content for social media? We found this – “Keep Cocktail Talk Out of Your Social Media Content” – from The Financial Brand.
