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November 9, 2011 / Jessica

What is social media good for (for banks)? Implicit is the need to set goals

social media usage by banks


Article: HERE!

This is a great, informative article, compiling everything we already know about the banking industry and its relationship/attitudes toward social media. What I did find surprising though was the lack of goal-setting made by financial firms in executing their social media plans. Why would you set goals for a direct mail campaign but not a social media campaign?

Obviously, the two types of marketing behave differently and direct mail is easier to track, but it seems wasteful to invest time and money into a campaign for which you have no objective.


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