Social media has become a huge part of the everyday lives of most people. The same can be said for businesses who are now using websites like Facebook to interact socially with not necessarily customers, but anyone and everyone in communities where their branches serve their clients.
Horizon Bank, headquartered in Michigan City, is one such company. They’ve stayed involved and active throughout social media and last year they created a full-time position within the company that coordinates all of the social media for the bank.
“We embrace social media here,” said Amy Phares, Horizon Bank’s Public Relations & Social Media Coordinator. “We have a social media committee that consists of executive management, marketing, H.R., and I.T..”
Horizon Bank’s social media committee meets quarterly review and discuss specific reports that consist of information acquired through their online social media initiatives. This gives Horizon the chance to see how and where they are reaching fans, customers and potential clients.
“We also have great social advocacy through our advisors,” said Phares. “We have over 500 employees so we really promote any advocacy efforts and encourage them to share and like what we put out. We’re very active in the communities that we serve so there’s never a lack of content to showcase our involvement.”
“We don’t push a lot of products with social media,” Phares noted. “It’s more about what’s going on and how we’re supporting the community.”
Whether it’s a branch in a small town or a large city, Horizon Bank employees who are involved in the community are encouraged to share their outreach and experiences within the online and social media community.
“It’s good to show that we are supporting all types of events around all of our branches and, of course, heavily in La Porte County where our corporate office is located,” said Phares.
“We definitely see the value in using social media for marketing. Results of our posts and ad campaigns are carefully evaluated using analytics. It’s a great way to see the value of your efforts.”
While the majority of Horizon’s online involvement isn’t centered around the promotion of products and services, several of the Michigan City based institutions financial advisors have made use of social media platforms to reach new clients.
“We have several savvy advisors who really do benefit from the use of social media by getting referrals and helping them to reach customers.”
“Not everyone is super savvy on social media, and that’s ok,” Phares said. “I offer social media training to our advisors to keep everyone on the cutting edge of what's going on and to help them utilize the platforms as best they can.”
Social media has become a great tool for Horizon to use for recruiting as well. Through these social outlets, Horizon is able reach clients and communities, but also prospective financial advisors and employees like never before. View their current career openings here: www.horizonbank.hirecentric.com/jobsearch/