Social media has democratized the flow of information across society, ensuring that anyone with a connected device has a voice and access to an endless supply of content. Philip Cohen, General Manager, Digital Marketing at Absa has shared the following: “As a brand, we’ve embraced this shift and as opposed to simply having customer service related discussions on Twitter and Facebook – we are focusing on our role as a publisher of relevant, engaging and valuable content that enables our customers to make the most of their money and realise their aspirations. For example, our recently launched Absa blog (www.absa.co.za/blog) features informative personal finance and business related articles, that profile thought leaders from within the bank and across other industries. The use of opinion pieces across our social media channels enables us to increase the quality of conversation we have with our customers, at a scale that is not always possible in a branch or call centre.”
How can social media be used locally in a unique way to drive brands and forge long term customer relationships?
“Trust is the cornerstone of the relationship that customers have with their bank. Trust is built-up over time, yet quickly and easily compromised. Social media gives our customers and the market at large instant access to our business and we pride ourselves in replying to each and every conversation with a human and authentic reply. We work hard at understanding our customers and formulating content that either adds value to the conversation or disrupts the status quo on a topic, to get people talking. A recent example of this, was the content we created with our in-house economists around #Budget2016 which achieved significant customer engagement. The key to successful communication, is the ability to first listen intuitively and social media provides us with an always-on, real-time customer focus group, helping us to reshape our offering and service.”
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