Independent Banker - March 2021 - 53

If you've found a cadence that
works for you, it's fine to stick with it.
" We typically do all our posting
in the morning, " Martinson says.
" We've noticed we get bigger spikes
then, since employees are engaging
with the content and spreading it out
across their networks more quickly.
Every morning, I send an email to all
employees, telling them what will be
posted that day. It also serves as an
extra compliance speed bump, since
it gives our compliance director and
senior leadership an extra hour to
make any adjustments to content. "
It also pays to keep a close eye
on your own data. " Pay attention to
your analytics and notice what works
for you, " Bartholomew says. " And
be aware of where your audience
is going. If you think they might be
shifting to another platform, try to get
ahead of it. "
6
Be creative with your posts
" One of the easiest ways
to create strong posts is to
speak about what you do
for the community, because
you're probably already doing a lot, "
Pankonin says. " Tie everything you
do back to your purpose for existing
as a bank. "
Posts that highlight employees
always do well, bankers report. " When
the person they've been working
with in the loan department gets a
promotion, people go crazy, " Mays
says. " And don't be afraid to take a
chance on fun stuff. For example,
National Doughnut Day is June 6,
so we posted about it. People love
to connect over something fun, and
we were able to take advantage of a
trending hashtag. "
Along similar lines, Bartholomew
always posts on holidays like National
Pet Day on April 11. " Those kinds of
things always perform well, " she adds.
Other high-traffic posts are typically
anything about a community event,
or employee contests for activities
like pumpkin carving or gingerbread
house decorating. And sometimes
getting high traffic is just a matter
of looking around for visual content
that's happening right in front of you.
" I did a series of livestreams when
we were demolishing an old building
to clear space for a new branch we
were building, " Cwieka says. " It was
just me out there in a rainstorm,
recording video on my phone, but it
was a great way to get people excited
about what was to come. "
Turn the page
to see our tips
for mastering
social media
Julie Kendrick is a writer in Minnesota.
independentbanker.org Q 53

http://www.independentbanker.org

Independent Banker - March 2021

Table of Contents for the Digital Edition of Independent Banker - March 2021

Table of Contents
Independent Banker - March 2021 - Cover1
Independent Banker - March 2021 - Cover2
Independent Banker - March 2021 - Table of Contents
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