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Identifying an over-looked and vital social media component

Posted By Adam Cupples Digital Marketing Officer, HarborOne Credit Union, Monday, July 4, 2011
Updated: Tuesday, November 19, 2013

Move 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, 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 Marketing era.

Tags:  content  social media 

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