Thanks for your post. I think the most effective way to manage this risk is through active social media monitoring, including use of automated alerts. For example, Clarabridge recently announced this enhancement and Beyond the Arc builds solutions using that platform. You might also be able to leverage tools like Google Alerts for more rudimentary tracking.

Text analytics enables you to search more powerfully and dynamically, in other words, it is easier to look for a “fuzzy match.” Of course, mitigating this kind of risk is only one part of the business case for text analytics as part of your social strategy.

Copyright and defamation laws apply to social media. Because of this, the social media platforms do take steps to shut down infringers. As you note, it is not always easy to identify the right point of contact.

Most banks don’t yet have a consistent approach to managing this repuation and brand risk from social media. I don’t know of any resources. This is a key reason we’ve started to develop solutions for the industry.

Regards,
Steven Ramirez, CEO
Beyond the Arc

* How do each of the major platforms handle “ownership” of a brand name? What is permitted or disallowed?
* What is the contact method (usually buried!) to indicate that another user is “squatting on” or otherwise using your copyrighted brand name?
* Is it feasible or practical to “reserve” the variations of your company name on each platform, especially given the volume of variations and the volume of platforms, as Jeffrey indicates?
* What copyright and defamation laws apply to social media?

Thank you.

Thank you for the additional background information. It’s clear that you take each post seriously and respond quickly.

We’ve seen that banks sometimes struggle with how to take action on customer feedback. Either they aren’t monitoring closely enough or they haven’t built the needed processes to translate the feedback into something they can act on. Our goal with this post was to identify ways that social media analytics can help.

It would be great to hear more about how you are tackling this. U.S. Bank is helping to establish some of the best practices for financial services; thanks for your efforts and for contributing to the conversation!

Regards,
Steven J Ramirez, CEO
Beyond the Arc

I wanted to address the example you provided in No. 2. It surprised me, as we never use auto replies in social media. I took a look at the Jan. 2-4 Facebook conversation regarding our parade float, and I can see what happened to cause the misunderstanding.

Someone named Richard asked on Jan. 2 what position our float was in. I replied an hour later with the answer: Position #19.

A day later, a different person named Richard left a post that contained information about his personal financial situation. From our research, it looks like we removed that post because of all the details he provided, which could have left him vulnerable to fraud. Then we replied to him, inviting him to email us so we could help him. This certainly would have been confusing to an outsider looking in, especially since both people were named Richard.

In any event, I’m happy to see that in this same Facebook conversation, there are two other, clear examples where we replied promptly and personally to people who had questions or were expressing dissatisfaction with the bank. This has always been our practice.

Thaks for keeping us on our toes!

Karen Gutiérrez
Social Media Director, Corporate Marketing
U.S. Bank

I found these tips very useful as I have been reading up on various sites on how to increase Facebook engagement levels.The key takeaways that you have mentioned here are real gems because they can be implemented by any brand that understands its audience. Thanks a ton.

Looking forward to more such posts esp relating to how brands should use analytics more effectively and what parameters should be included in their social media marketing plan.

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If someone wants to create a look-alike account, there’s very little a brand can do to stop them. To fully protect your brand, you need the support/help of the social media company to police/enforce violators. For instance, Twitter will shutter accounts encroaching on another brand’s trademarks.