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Author: Lisa Wood
As Head of Marketing for a banking brand with a difference, Lisa's role is wide and varied. However, her key challenges for 2014 are to ensure the first direct brand remains differentiated and relevant in the UK banking sector, attracting new customers and ensuring its reputation for service excellence remains unchallenged in an increasingly competitive and technology driven world.
Last year we looked into all aspects of how brands should approach social media while still maintaining brand identity.
One discussion I kept returning to was; how do brands articulate themselves on social media while staying 'on brand'?
Every brand approaches social media in a different way and, as we grow into a new, more mature era of social, we learn there is no definitive right answer (although there are definitely a few wrong ones!)
So for this post I’ve gathered together opinions from four key brands (including first direct) to demonstrate how they walk the tightrope of being social and staying on brand.
A colleague passed something on to me last week: HootSuite’s CEO Ryan Holmes' quote on social in regulated industries – “For highly regulated sectors like finance, social media can be a legal minefield”.
Whilst this isn’t anything new, I guess it goes without saying marketers in regulated sectors are the most cautious of our breed.