My company has had corporate Facebook, YouTube and Twitter accounts for a few years and, like many in the financial services industry, we weren’t quite sure what to do with them. Regulations limit what we can say about our products and services, making it a challenge to use these channels in a way that connects meaningfully with consumers.
In 2012, we decided to extend our brand’s advertising slogan “Long-term goals need a long-term partner” and regularly post tips about setting and achieving long-term goals on Facebook and Twitter. Because of mandatory compliance review on all posts, however, we were not able to engage in real-time “conversations” with our followers. We felt stuck, like we were going at social media sideways. So we decided that if we are going to have a social media presence, we needed to find a way to make it engaging and fun, as well as compliant.