Over the course of my career, I?ve worked in a number of industries and have loved and learned much from all of them. But given the choice of one industry, I would choose one: finance. Having provided clients like global banks, wealth management firms, asset managers and funds with a variety social media services, I have gained a unique understanding of multiple facets of the financial industry.
I?ve detailed a few key lessons I?ve learned along the social media way to give some examples of companies who have done it right. These ideas can be applied by firms of all sizes and are really just a sample of what?s possible.
Silos matter, there is no one size fits all solution
I began working with financial firms in 2006 through the retail arm of a global bank. Over the following years I was exposed to the different types of businesses that can exist in one company and had to quickly abandon my consumer marketing roots. I quickly learned that the needs of a commercial bank are much different from those of a capital markets group or investment bank. This idea may sound simple but it?s what I?ve seen my peers struggle with the most. Marketers are trained to focus on the masses and tend to implement single, campaign-based solutions. This is especially true for individuals from media-buying firms who are trained to focus on big spends and large audiences and do not think anything less can be successful. While this may have value in the consumer-facing parts of a bank, it runs counte...