Few banks and credit unions today will disagree that consumers, and consumer behavior, have changed with the advent of social media.
Where the divide begins to widen is between institutions that respond to that awareness with prescriptive action vs. those that idle aimlessly — hoping the answer will somehow fall into their laps.
Having received guidance from the FFIEC in December 2013, market participants can no longer hide behind the veil of ignorance regarding establishing their own social media practices.
Notwithstanding the establishment of their internal policies, the single most important move decision-makers in these organizations must make today is identifying a technology partner that can enable their stakeholders to compliantly engage in social media.
The New Paradigm: Consumers in Control
Social media has made the world a much smaller place, creating endless opportunities for consumers and brands to engage in 1:1 dialogue. Unfortunately, being 1:1 isn’t always possible when you’re dealing with thousands of daily conversations.
In order to support bidirectional conversation at scale, institutions need to be equipped with a social infrastructure.
Having the appropriate infrastructure in place — one that is built from a single, native architecture; one that can connect to your legacy systems; and one that can meet for the needs of your entire organization — is paramount to surviving social disruption.
While control may have shifted to consumers, organizations that respond thoughtfully now can — and will — level the playing field.
Are You Compliant?
Many institutions fear that by taking the first step into social media, they will be increasing their risk — quite the contrary.
Regardless of the day of the week, another crisis bubbles up to the top of the headlines.
Whether its rogue posting, account hacks or even just human error, preventative governance and enterprise controls are a must in any environment. This is especially true in regulated industry.
Nowhere to Run
The good news is many leading banks and credit unions aren’t looking to run away from the problem.
Brands can survive and thrive in this brave new world, but to do so, they’ll require the awareness, vision and desire to execute in this challenging new environment.
The first step in graduating to that level is by ensuring the needs of their entire enterprise are accounted for by their social technology partner.
If not, they will stampeded by the herd of consumers seeking to engage with their brand 1:1 in social media.
Tim O’Connor is a Global Account Manager at Sprinklr. In his role, he builds partnerships with many of the leading global financial services organizations helping to enable their success in social media. Prior to joining Sprinklr in 2012, Tim spent the previous 11 years as a sales executive in the financial services industry with his tenure including Merrill Lynch and two boutique investment banks in Manhattan.