over "Location, Location," here comes CONTENT, CONTENT, CONTENT!
On June 24th, I attended the Social E conference held by Banker and
Tradesman at the Hyatt Regency Newport in Newport, RI. I was invited to sit on a panel full of smart,
talented, and informative men and women, oh, and me. There were some great
takeaways from the sessions, but one thing was lacking... don't get me wrong,
everyone was great, especially the "Socialist Bankers" panel, (ahem),
and I think everyone left well-informed and pleased.
Sessions included some web basics: Blogging, Facebooking, Tweeting and broader
challenges facing some financial institutions: merging traditional media with
digital, inbound marketing and more. Still, I couldn't help noticing that something
was being overlooked.
It was encouraging to hear that many financial institutions have active Social
Media Policies in place. Teams are creating and thinking about social
networking sites, blogging, and the effects on their Financial Institution.
They also shared concerns and fears of tracking the return on investment, time
management, and the dreaded, and sometimes unavoidable, negative comment.
The one, most important word for social media discussions, the one little word
that I didn't hear often enough was content. Content should
appear in every other sentence and should be echoing in your heads: content,
C O N T E N T!
Take a step back and think, why do you "Like", "Follow",
subscribe to a blog or e-newsletter? What do you think when you find out
quickly that they've (companies) set up accounts because someone told them to,
without realizing how to use it well? Posts shouldn't be obligatory, but
engaging. I think with social media/digital marketing it's not so much about
getting your name or logo in someone's news feed as it is really offering
something of interest.
If you provide content that is engaging, educational, etc... the people,
comments, interaction, and a magical relationship will follow. Okay, maybe
not magical, but you get my point. Not in the magical,Field
of Dreams way., "If you post it, they will come" but in a
realistic way. Find out and research your audience to see what engages them and
what they want to hear. One piece of advice is to develop what I like to call a
"Conversation Calendar". Developing a calendar of posts, articles
etc. will keep you on track, without worrying about coming into the office
everyday, logging on to your Facebook account and saying to yourself "What
will I talk about today?" Having the calendar will keep you focused on
your Financial Institution's goal of why you launched into the Digital