Pub. 7 2012-2013 Issue 6

www.nebankers.org 16 Extraordinary Service for Extraordinary Members. Be Relevant Your bank may not be run by the same crowd as your social media tar- get audience. Because of this, there should be a special focus on being relevant. Sometimes over caution and lack of understanding can lead to a boring social media presence. Consider livening up with YouTube videos or charity events. But don’t go overboard with excessive updates and thoughtless posts. One or two a day should be fine. The best way to achieve relevance through social media is to be transparent and honest. Customers and prospects will appreciate when you listen to them intelligently and respond truthfully, answering their questions directly. Be Responsive You may take the weekend off, but customers don’t. Be sure to have someone available to monitor your social media pages almost constantly. It’s important to promptly respond to comments, questions, and connec- tion requests. Make sure a checks and balances system is in place for every post and comment made by the bank. Everyone makes mistakes, but it’s best to keep those permanent mistakes to a minimum. If you can’t handle the focus required for responsiveness, it may be time to consider reducing what can be done through social media to a manageable level. Be Ready In a single instant, your reputation could be damaged. Someone could tag your bank in an inappropriate photo. Someone could create a profile simi- lar to yours and begin to imperson- ate your bank, smearing your brand identity. The personal lives of your employees can bleed over, associating the bank with poor choices and un- professionalism. Events like these can even harm banks that choose not to participate in social media. You can’t control the outside world, no matter what your policies say. So keep a tight hold over the things you can control. Make, and enforce, a strong policy about what is and is not permissible with the bank’s social media accounts. Include what kind of behavior war- rants an employee being disassociated with the bank. Train your staff. Be familiar with your third party’s system logic and limitations, and don’t be afraid to use system settings to your benefit. But most importantly, sleep with one eye open, so to speak. When it comes to social media, there is al- ways someone watching you. Monitor, monitor, monitor. Z Q Social Media — continued Leticia Saiid is a tandem software support specialist for CoNetrix. CoNetrix is a provider of information security consulting, IT/GLBA audits and security testing, and tandem—a security and compliance software suite designed to help financial institutions create and maintain their Information Security Program. Visit the CoNetrix website at www. conetrix.com . For more information on the proposed guidance, visit www.ffiec.gov/press/ pr012213.htm. The EFT You can TRUST NetWorks is the Electronic Funds Transfer (EFT) service provider that Nebraskans have used and learned to trust like family for over 30 years. Our highly experienced staff is extremely knowledgeable and resourceful when it comes to assisting your institution. Give us a call to learn more about our services, you’ll have the opportunity to talk to someone who truly cares about and understands your EFT service needs. www.netseft.com Toll Free 800-735-6833 Local 402-434-8202