Financial Institutions + Spam + Twitter #1: You’ve been hacked… So what? Deal With it!

It is a fact that twitter is no the most secure social media channel out there. That is why tweeple must make sure to never disclose any sensitive personal info.

It is not surprising to see most twitter accounts dedicated to customer support reminding their followers to be cautious not only on their twitter bakground but also in frequent dedicated updates. If you are looking for best practices, I invite you to check Ask_WellsFargo and BofA_Help.

You surely do have a process in place whereby one person log on at least once a day to to check your DMs and your updates, don’t you?

I invite you to watch my video focused on two of the most followed twitter accounts on my Visible Banking Twitter Watch@allcains and@somersetMtg:

Yes, there is a risk your twitter account will be spammed sooner or later. Is it such a big deal? No, as long as you deal with it and you demonstrate you care about (and respect) your followers!

And don’t worry too much, there are ways to minimize the risk of being spammed and the impact of spamming:
1. check your own updates at least once a day before leaving the office
2. check your sent DMs
3. refrain from using twitter apps which ask for your password
4. change your password on regular basis
In case your account has been hacked:
5. send an update to confirm your account has been hacked… and you are on it!
6. delete the unwanted updates
7. share you experience on your blog or facebook page and help your readers deal with spam too

Twitter is a Great Addition to Your Customer Care Strategy
I still believe that engaging on twitter with your customers is not only possible but highly valuable. Contrary to an efficient secure web chat service on your site, connecting on twitter gives you the reach and it helps you drive customer advocacy, increase customer retention, and increase propensity to do business with your company.

And financial institutions must remind themselves what twitter is, its challenges and its limits. Your updates are limited to 140 characters so it is obviously not made for sending comprehensive answers and engaging in lenghty discussions with your clients.

But it is the perfect tool to point people to the right direction and help them save time: you acknowledge people’s questions and concerns, and you connect with them with the most appropriate call to action such as a url to some existing content on your website or the direct phone number of the relevant telephone banking team.

Visible Banking Twitter Watch & Social Media Directory
I invite you to check my most recent Visible Banking Twitter Watch where I track over 740 accounts from financial institutions in 39 countries.

You will find unique insights from the finance industry, key news, and you will be able to follow the progress of the most successful financial institution on the most popular micro-blogging site.

Please feel free to add any missing initiatives in my Social Media Directory in Financial Services.

Flashback – ING’s Spam, Lack of Moderation & Active Listening
INGPYAThese spamming issues reminded me of Pick Your Advisor, the innovative social media initiative in the life insurance space launched in India and Hong-Kong by ING back in 2007.

It was an experiment between blogging and appointement booking. Not only they didn’t have a moderation process in place, but they didn’t use to clean their public feed.

I shared my comments on my blog and I was impressed with their response. Not only they left a comment just a couple of hours later, but two days later the Marketing Director himself responded and confirmed they had taken my comments into account and implemented a robust moderation process.

That was a brilliant example of active listening. Congrats to David Garceran Nieuwenburg who was then Head of e-Business at ING Asia Pacific! David was the mastermind behind loads of ING’s social media initiatives in 2007.

It took us two years to meet face-to-face but it was such a pleasure to spend a couple of days with David in Malaysia at the E-Channel Management event I chaired earlier this year!

What do you think?

Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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