Finance Industry Raises the Bar for Successful Social Media Risk Management says CrowdControlHQ
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Social media is fast becoming a valuable communications tool with many industries actively using social media to promote their products and services and drive commercial success. The finance industry is waking up to this as clients turn to online resources for information and advice.
Mirroring the trend, the finance industry is also waking up to the power of engaging with customers through social media at a time when its clients are increasingly turning to online resources for information and advice. Last year, consultancy giant Capgemini forecast in its World Banking Report, that social media was on its way to becoming a "bona fide channel for executing transactions" and previously a study by Accenture stated that half of US financial advisers had successfully used social media to convert enquiries into clients*. So far, so good so what's the catch?
Double-edged sword There's no doubt that social media is a brilliant engagement tool. Just as traditionally financial advisers spent time visiting clients, sending newsletters, making regular calls or networking in a pub social media can now be used in the same way but more quickly! In fact, it's the instantaneous nature of social media that is proving to be a double-edged sword. Organisations can communicate with thousands of people, and respond to comments in seconds but remember tweets and posts are usually permanent, often remaining online even after deletion.
There was a time when a company's 'two sets of eyes' policy meant sanity-checking one or two pieces of print each week. Today, companies are tasked with monitoring several hundred social media interactions every day, putting huge pressure on already stretched specialist departments. The sheer volume of interaction and the need for immediate response demands strict protocols over social media risk management and compliance.
FCA takes the lead Recognising the importance, and pitfalls, of social media in a heavily regulated industry like finance, the Financial Conduct Authority (FCA) is soon to publish its guidelines for social media, designed to help financial services organisations maintain best practice. The guidelines are likely to cover the entire digital environment including blogs, microblogs, client forums, images and video sharing platforms.
So how do those operating in the finance sector successfully interact with clients via social media and meet FCA guidelines at the same time? Here are my top tips:
Ensure any social media policy is consistent with company employment contracts The policy should be clear on the boundaries associated with advisers' and employees' personal social media accounts Have centralised control of social media accounts with full audit trails to minimise risk Communicate guidelines for social media engagement clearly to all employees to avoid confusion and encourage consistency Establish a review of all outbound content either carried out internally or by a suitable nominated third party provider If carried out in-house, assign distinct roles and foster cross-function collaboration, for example, the PR department has the authority to change social media content and respond to social media enquiries with the risk management department validating content for compliance with FCA guidelines Keep messages clear and fair and take care to ensure they are not misleading Don't over-sell products, use social media to improve the way you do business by sharing best practice and resources, acting as a guru in your field Openly answer questions from peers to reflect a spirit of collaboration and strengthen the reputation of your industry Maintain adequate records of important social media communication, don't rely on digital media channels because they continually refresh content with the consequent deletion of older material (one for the IT department) Demonstrate a proven ability to manage third party posts from clients on both social media channels and corporate websites Consider investing in an on-shore social media risk management and compliance platform to ensure data storage is compliant and to generate accurate audit trails Ensure that any management tools used have been robustly penetration tested and can evidence industry security standards. Systems should demonstrate that all employees (who potentially access data) have been security checked
Conclusion Social media should be considered a huge opportunity not a threat. Those in the finance sector need to take the bull by the horns and not hold back on investing in social channels for fear of falling foul of regulations, incurring hefty fines or damaging their corporate reputations. By putting in place the right processes, communicating rules clearly to employees and implementing the latest social media risk and compliance platform such as CrowdControlHQ, financial services organisations will be ready to embrace the challenges of today's digital age. The rewards of meeting FCA guidelines will be clear to see: enhanced customer satisfaction, vocal brand advocates and boosted profits.
- Accenture: Closing the Gap: How Tech Savvy Advisors can Regain Investor Trust 2013
About CrowdControlHQ CrowdControlHQ is the UK's leading social media risk management and compliance platform. The online technology delivers social media control and compliance features, in parallel with social engagement and analytics, to provide a single dashboard for multichannel campaigns. Supported by an award winning customer service team to help brands, organisations and enterprises protect their reputations online.
CrowdControlHQ was launched in 2009. The product was born out of recognition that social media would one day be extensively adopted by UK organisations and tasked to deliver tremendous impact across marketing and customer service functions. The business has received backing from angel investors including Midven and Finance Birmingham.
CrowdControlHQ services over 125 different clients across the public sector, finance and legal sectors plus many household brands including Experian, Serco and Taylor Wimpey.
For further information please visit www.crowdcontrolhq.com or contact:
Michelle Leavesley Marketing Director CrowdControlHQ Email: firstname.lastname@example.org
Or Mary Phillips/Andreina West PR Artistry Limited Tel: +44 (0)1491 639500 Email: email@example.com
Follow CrowdControlHQ on Twitter https://twitter.com/CrowdControlHQ Connect with CrowdControlHQ on Facebook at https://en-gb.facebook.com/CrowdControlHQ Join CrowdControlHQ's LinkedIn community at http://www.linkedin.com/company/crowdcontrolhq/products
Read more about CrowdControlHQ on our blog at http://www.crowdcontrolhq.com/latest/
Press Contact: Madeleine Penney PR Artistry Lower Woodend Barns Fawley Henley on Thames OXON +44 1491 639 500 http://www.crowdcontrolhq.com
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