Independent Banker - March 2021 - 50

about what smart social media
strategies can help you accomplish
in forming stronger relationships
all around.
" Social media activity can help
you further your objectives to help
the customers you have and also
attract new ones, " says Anthony
Englund, director of digital strategy
at MSPC, the content marketing
agency in Minneapolis that publishes
Independent Banker. " It's a great
way to keep people engaged with
your brand. "
Even if your organization already
has a strong social media presence,
there's always something new to learn
in this dynamic field. We spoke with
several social media managers and
experts at community banks about
what's working for them, where they
keep their focus and what they hope
to achieve for the future.
1
Focus on your message
Even larger organizations can
make the mistake of jumping
into a social presence without
taking time to consider it as
part of a complete brand strategy. It
all starts with understanding your
community bank's brand story.
" Everything you do should be tied
" MY PHILOSOPHY IS TO 'SHARE
THE GOOD,' BEING SURE TO TAILOR
THE MESSAGE SO YOU SHOW HOW
YOUR BANK IS A TRUE HERO IN
YOUR COMMUNITY. "
back to your purpose or mission, "
says Emily Mays, vice president
and chief administrative officer at
$160 million-asset Community Spirit
Bank in Red Bay, Ala.
" You can't be everything to
everybody, and you shouldn't want
to be, " says Natalie Bartholomew,
chief administrative officer at
$660 million-asset Grand Savings
Bank in Bentonville, Ark. " You can
have a large following, but a large
portion could be bots. Your goal
should be to build a community,
not to gain followers just for
followers' sake. "
" My philosophy is to 'share
the good,' being sure to tailor the
message so you show how your bank
is a true hero in your community, "
Mays says. " But always be aware of
what's currently happening in your
community and the world. Don't
post happy-go-lucky content when a
plant is closing or there's economic
upheaval in the area. "
Tim Martinson, marketing
manager at $736 million-asset
North American Banking Company,
headquartered in Roseville, Minn.,
agrees that during hard times,
messages and branding must change.
" Early last year, " he says, " our
messaging was about
starting and expanding
businesses, and now it's
more focused on 'How
can we help?' "
2
-Emily Mays,
Community Spirit Bank
50 Q ICBA Independent Banker Q March 2021
Stay
compliant-
always
" Proceed
with caution
if you're promoting
anything that could
come under regulatory
scrutiny, " Mays says.
" It's always a good idea

Independent Banker - March 2021

Table of Contents for the Digital Edition of Independent Banker - March 2021

Table of Contents
Independent Banker - March 2021 - Cover1
Independent Banker - March 2021 - Cover2
Independent Banker - March 2021 - Table of Contents
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