CBA to join Facebook, Twitter

Commonwealth Bank has appointed its first Social Marketing Manager, to lead a fresh approach into social media strategy.

The newly created role signals that the CBA is lifting its game to embrace social media as more than just an extension of customer relationship management and outreach. Niki Epstein will be “looking to engage with customers that are already engaged in social media to improve customer satisfaction and online brand presence,” said a CBA spokesperson.

The appointment marks a positive step by the CBA in taking on a significant investment in social media and perhaps heralds some innovation from the banking sector in expanding the rather conservative social media customer engagement stance that is currently in play.

The CBA, like most banks, has been making mutterings about taking social media more seriously for some time. Some customers’ complaints raised over Twitter, for example, are being resolved quickly by bank staff, though the identity of the author may be a factor.

Source: Banking Day

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