The outbreak of the COVID-19 pandemic has turned life as we know it upside down. In support of social distancing measures, bank customers are staying home – many bank employees too. But that doesn’t mean banking will stop. Things couldn’t be further from business as usual and banks need to change their use of social media accordingly.
Here at Gremlin Social, we’ve always believed social media can help banks build deeper connections with their communities – and in light of this crisis, it’s more important than ever.
We’re all overwhelmed, and things are changing quickly, but here are three social media basics bank marketers put into action RIGHT NOW.
1) Use Social Media to Reinforce Human Connection
Social distancing is intimidating, no doubt. Community banks thrive on in-person relationships with local customers and small business. But just because you can’t shake hands, doesn’t mean your bank has stopped caring. Use social media to reach out to your most valued customers and offer reassurance. Let them know you’re there. Ramp up your proactive posts. Engage with customer posts and comments more quickly than ever. Make sure your direct messaging response is staffed and ready.
2) Inform and Reassure Your Customer About the Markets
Headlines about the markets are scary and many of your customers may not understand what it means to them. Use social media to share updates from trusted news sources and help break down the news into terms your customers can comprehend. Explain what the news from Wall Street means for main street.
3) Maintain a Clear Line of Communication
This one is simple, but so important. Use social media to share vital bank information with your customers. If your branch is closing and deploying social distancing measures, such as drive-up service only, it’s important to tell your customers what’s going on. Take the opportunity to proactively post about what you’re doing to protect their health.
And this goes without saying, don’t use social media to create panic or spread misinformation.
There are so many unknowns right now, but we know that social media will play an important role in maintaining connections in business and our relationships. The Gremlin Social team is working overtime to ensure continuity for our customers and to keep banks’ social media up and running.
We’re also planning to share more resources about how to use social media for business during this difficult time. We’re all in this together.
Be well and don’t forget to wash your hands!