Firms everywhere are grappling with the social media mega trend. Initially casual and familiar sites such as Twitter, Facebook, Pinterest and more have entered boardroom conversations across a variety of businesses. For those selling material products the impact of a re-posted picture with a link to a website is measurable in clicks and subsequent sales. Unfortunately for financial service, the lines connecting social media efforts and revenue are blurred, but that hasn’t stopped the continued dedication of resources to these efforts.

Interest from the C-suite has helped departments increase funds for dedicated staff and increasingly complex platforms. As social media managers work towards producing hard data on social’s ROI, the consensus today appears to be that social is an ideal means of differentiation, and a necessary expansion of traditional customer service efforts.

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