ING proactive in world of social media

For over a year now, the Social Media Team of ING Direct USA has been monitoring and responding to customer inquiries on major social media channels such as Twitter, Facebook, YouTube and ING Direct USA’s own ‘We The Savers’ blog.

“As a direct bank, we know the majority of our customers are active on social networks like Twitter and Facebook,” explains team member Jeff Mirabello. “We want to be where our customers are and our presence on social media provides us with another means of ‘touching’ them.” 

While other banks in America are using social media, in most cases it is solely for customer service purposes. The ING Direct USA team sees possibilities for a much deeper engagement with the customer.

“We’re looking to use social media to convey brand messages, promote and advocate good savings behaviour, and to put a “face” to the company’s name. And we’re constantly exploring new ways we might use social media to interact with and better serve our customers.”

In recent months, a similar venture, the Web Care Team, has been set up by ING in the Netherlands.

“New communications channels like Twitter and Blogs present new opportunities but also risks,” argues Harold Reusken, an ING press officer closely involved in setting up the Web Care Team. “Such as people spreading false information about ING over the internet. The Web Care Team responds to such misinformation. But what they really do, in essence, is hear both sides. Thanks to the team, we’re now even better at listening to what our customers have to say.”

Twelve months is a long time on the Web. So after a years’ experience in the US, what advice would Jeff offer his ‘rookie’ Dutch colleagues?

“The most important thing to remember is that with social media, timing is everything. We live in a world where information can be accessed in the click of a button. Social media allows consumers to stay connected in real time. If they ask a question on Facebook or Twitter, they expect it to be answered quickly. So it’s important to constantly monitor your social media channels. And never underestimate the power of the internet.”