BB&T Bank Corp.
Though making the leap into social media can be daunting for any business, for a Fortune 500 financial institution it’s downright terrifying.
Wondering why? Consider this: banks work in a highly regulated environment and analyze the risk and reward for every step they take. Though many of their clients were clamoring for service through social media outlets, BB&T had to put safeguards in their social media strategy to minimize the risk of any sensitive information being shared publicly.
Social Light began a strategic engagement back in 2010 with BB&T to assist in developing their strategy, gain executive management buy-in and launch on social media.
Over the course of several years, Social Light supported BB&T’s social efforts through partnerships with cross-channel committees to execute a comprehensive social media strategy that included brand management, client service and employee policies.
Though the good folks at BB&T once told us that being out on social media was the “scariest thing they’ve ever done,” we’re quite proud of the fact that we helped them overcome that fear and strike out on Facebook, Twitter, LinkedIn and YouTube.
Project Highlights
Content Strategy
Focused on engaging the community while sharing financial knowledge through social media channels.
Service
Established client service protocols for social media platforms.
Community
Launched BB&T Lighthouse Project campaign on Facebook, showcasing BB&T associates’ community service projects around the country.
Monitoring & Reporting
Implementation of social media monitoring program utilizing Radian6 by SalesForce.com.
Crisis Management
Partnered with Corporate Communications to manage and respond to volatile situations
Gaming
Strategic social media planning and support during launch of mobile gaming app, Legacy: A BB&T Leadership Challenge.
Training
Corporate social media training for associates and management.
Regulatory Management
Partnered with BB&T’s Legal, Risk and Compliance departments to ensure BB&T met all regulatory requirements, including audit and tracking procedures.
Employee Policies
Supported Human Resources to develop associate social media policies.
Contests
Social Light helped BB&T implement five contests on social media channels. Check out the average fan growth per two-week round on the top three:
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