Natalie Cowen

About Natalie Cowen

Who should “own” social media within an organisation?

It’s a mark of how far businesses still have to go when a 10 second search trawl brings back literally thousands of articles still agonising over which department should take ownership of social media.

After a (highly unscientific) click through the first few pages of Google, I found about 60% of the results ended up saying it was best aligned with a marketing skill set, around 30% pointed out that really it was customer services that knew most about dealing with individual enquiries.

The remaining 10% put forward a more “enlightened” approach by claiming that social media was so fundamental to the future of business that it had to start with the CEO and work down from there.  

Measuring PR: impact, evaluation and clipping books

If we look at the banking industry today, it’s clear that there are huge challenges for banks in adapting to a changing PR landscape.

As the social internet revolutionises the way we market ourselves, and financial marketers are provided with a whole new paradigm of tools to prove their worth – PR can sometimes seem to be struggling to re-invent itself.

The rise of the social customer

Two weeks ago we presented the findings of a report, commissioned by first direct from social media think-tank ItsOpen, on the future of customer service at the Social Media Leadership Forum in London.

These regular events bring together organisations that have a track record of innovation, success and progressive thinking in engaging with stakeholders through social media.

Customer service, since the beginning of recorded history, has been very simple. It is just about information and the power to control it.

Social media and regulation in banking

Within first direct, there is an understanding that social media is a channel we should be developing and engaging in, so in essence, that ‘internal sell’ is the easy bit.

The hard part however, is overcoming the way people think about regulation and compliance, and having both the confidence and strategy to feel comfortable working within these confines.

Trust, banking and social media

I don’t think I’m being too controversial when I say that, over the last few years, trust in the banking system, banks and bankers (three very different things that have been unhelpfully lumped together by the mainstream media narrative), has taken a battering.

The financial sector as a whole has huge job to do and in my view, social media is going to play a key part in getting it done.

This post will look at two key issues around trust and social media: how to measure it and how to build it.