Marketing Usage of Social Media for Customer Engagement: A Wells Fargo Case Study

1855 Words8 Pages
Market Usage of Social Media for Customer Engagement: A Wells Fargo Case Study Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media. Current State Wells Fargo has developed an advanced social media strategy that is handled by the Social Media group within the Marketing Department of Wells Fargo (Wells Fargo Bank, 2014). As of 2014 this team is handling eight blogs, four Twitter accounts, two Facebook pages, two LinkedIn pages and a YouTube channel (Gustke, 2014). YouTube is a video delivery page, Facebook is a complex social media site that allows members to build up communities of ‘friends’ that share commentary, Twitter is similar to Facebook but with a limited amount of characters to each online posting it streamlines the concept of social media, and LinkedIn is a... ... middle of paper ... ...GE Publications Inc. Morris, T. (2012). Why online customer service is so important. Retrieved from http://www.parature.com/online-customer-service-important-infographic/ Odden, T. (2008). Big brand social media interview: Wells Fargo, Home Depot, UPS & Graco. Retrieved from www.toprankblog.com/2008/10/big-brand-social-media-blogwell/ Reiker, M. (2013). Wells Fargo to expand social media pilot. The Wall Street Journal. Retrieved from online.wsj.com/news/articles/SB10001424127887323527004579081244169280978 Riggs, C. (2014). Ocean to eocean. Retrieved from blogs.wellsfargo.com/guidedbyhistory Wells Fargo Bank. (2014). Wells Fargo team member handbook – January 2014. Retrieved from http://teamworks.wellsfargo.com/handbook/HB_Online.pdf Wells Fargo Bank, N.A. (2014). Wells Fargo social media community guidelines. Retrieved from blogs.wellsfargo.com/community-guidelines/

    More about Marketing Usage of Social Media for Customer Engagement: A Wells Fargo Case Study

      Open Document