I’m not gonna lie: I’m not a fan of Twitter. That’s not to say I believe it to be irrelevant or unnecessary to present-day PR initiatives … I just don’t like it. For many users, it’s just one more platform for indulging in “talking at” anyone who will listen. Whether it’s useless posts (hyperlinks without any context don’t do anyone any good) or shameless self-promotions, it’s just too much clutter in an already chaotic social media environment.
That said, PR News hosted a webinar on May 12 about the best ways to leverage Twitter for effective, meaningful communications with stakeholders. Even I—a self-proclaimed Twitter skeptic—was impressed with the creative ways these professionals used the platform to engage customers, manage media and brand themselves and their organizations.
Then I saw this—news that Wells Fargo and Bank of America have begun tweeting with customers—and I wasn’t sure what to think. As the article notes, banks have been more hesitant to embrace social media, so this is bold move to preserve whatever reputation capital they still have with customers. And those customers seem to be raking these bank tweeters over the goals, with one posting this message: “Stop making your living off my late fees! You fine me more than you loan me!”
Your move, banks.
By Courtney Barnes