Independent Banker - November 2022 - 47

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" Bringing insights and expertise to the industry
is important to help educate and provide
thought-provoking insights to followers. "
-AUTUMN JOSE, CIVISTA BANK
Looking to
the leaders
Sandusky, Ohio. " Bringing insights
and expertise to the industry is
important to help educate and
provide thought-provoking insights
to followers. "
It can be a powerful tool in terms of
advocacy, too. Last September, a new
IRS policy was proposed in pending
legislation that would have required
financial institutions to report all
customer transactions over $600.
Community Spirit Bank in Red Bay,
Ala., posted educational and advocacy
messages that outlined the details of
the proposed requirement to its social
media accounts, urging customers to
contact their members of Congress
through a link in the post.
The post gained traction and
eventually reached more than two
million people. The $185 millionasset
community bank was
asked to make a presentation at
a nearby senior center, and calls
continued to come in from people
all over the United States seeking
more information.
" We answered everyone's questions,
supplying them with resources and
providing unbiased information,
whether they were a Community
Spirit Bank customer or not, " says
Emily Mays, vice president, chief
administrative officer and marketing
director for the community bank. " We
believe we're protecting our franchise
whenever we're advocating for our
industry as a whole. You can't just
look out for one; you need to look out
for the whole team. "
Keys to success
For Mays, good thought leadership is
all about consistency. " Everything you
produce doesn't have to be a milelong
thesis, " she says, " but you must
have a consistent voice in the spaces
where your bank has a presence. "
Another important factor is focusing
your expertise. " Pick a few topics and
build from those, " Jose says. " You
don't want to be all over the place with
content. " And, if you want that fresh,
insightful brand of thought leadership,
you'll need to keep up with this everchanging
industry. " You may not be a
leader in the industry in new trends,
but as you introduce them to your
customer base, they'll learn to look to
you for future resources, " she adds.
And once you post it, share it,
says Jennifer Wheeler, marketing
and social media specialist at
$612 million-asset Stillman Bank
in Stillman Valley, Ill. " Don't forget
to share blog posts and other
thought leadership on your alreadyestablished
social media pages, " she
says. " And encourage your employees
to share with their network, too. The
more shares, the more visibility your
post will have. " 
Julie Kendrick is a writer in Minnesota.
One important step in
getting started with
thought leadership is to
learn from community
banks and industry experts
who consistently deliver
authentic and useful
content through their
social media presence.
We asked the community
bankers quoted in this
article to tell us about
thought leaders they
follow. Here's a list, in
alphabetical order:
f Avidia Bank, Hudson,
Mass.
f Natalie Bartholomew,
The Girl Banker
f Brad M. Bolton,
chairman, ICBA
f Community Spirit Bank,
Red Bay, Ala.
f Citizens Bank of
Edmond, Edmond, Okla.
f First National Bank,
Hamiltown, Ala.
f FNB Community Bank,
Midwest City, Okla.
f Ben Pankonin, Social
Assurance
f #SocialBankers
group, socialbankers.
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