Banks should approach setting up a social media presence in the same way they'd approach setting up a regular physical location, says Karen Gutierrez, U.S. Bank's social media director in corporate marketing. That means getting to know your customers, making your online bankers approachable and human, and committing fully to your efforts. "We wouldn't want to start building a branch and then leave it abandoned and half-finished -- that's how we have to treat social media," Gutierrez says.

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