The current environment
- Every bank is facing increased scrutiny from communities, regulators, depositors, borrowers, investors, media and employees.
- There is a general sense that all banks lack transparency.
- Online banking and ATMs have removed much of the personal interaction between banks and their customers.
- Frequent Updates – promotes greater sense of transparency.
- Personal Tone – deepens relationships and trust with key stakeholders.
- Accessibility – allows stakeholders to more easily receive and revisit content.
- Sharability – enables others to share and champion the bank’s messages more broadly.
- In times of uncertainty, constant communication is critical to preserving trust.
- Blogging is an established and powerful tool, yet still underutilized in banking and will position blogging banks as a forward-looking organizations with a deep commitment to transparency.
- Discussions about banks are already occurring on and offline, a blog gives the bank an equal and immediate platform to participate and respond.
Step One: Blog Type Selection
- Organization Blog: Follows the activities and concerns of the entire organization and is usually authored by several individuals
- Personality Blog: Follows the activities and concerns of a particular individual that represents the organization.
- Issue Blog: Focuses on one issue of interest to an organization and is usually authored by one or more experts from the organization.
- Platform Blog: Aggregates several blogs often targeting specific issues and personalities at the organization
- Micro-Blog: Made popular by Twitter, these a 140-character messages that update followers about an individual or organization’s activities
Step Two: Workflow
Answer the following questions:
- Who will generate blog post ideas?
- Who will author the blog posts?
- Who will approve blog posts?
- How will comments be handled?
- What are the blog post frequency expectations
Step Three: Soft launch
- Begin blogging with publicity to employees and other close stakeholders.
- Gain feedback and tweak as necessary.
- Get comfortable with workflow and develop a strong, substantive history of posts.
Step Four: Publicize
- Promote to mainstream media contacts and high audience online outlets in the industry/region.
- Ensure most recent post is an engaging illustration of the blog’s content.
- Measure success by growth in number of visitors and subscribers
Step Five: Engage
- Be active in responding to comments – either in the comment section through new blog posts.
- Respond to posts on other blogs related to the industry and community.
- Use “trackbacks” to let other blogs know you are referencing their posts