According to Bukacek, banks have been slow to adopt social media in recent years due to factors such as ROI, risks and understanding how to best use social networks. But this is changing every day.
Bukacek makes a strong point: "CONSUMER INTERACTION CAN ONLY OCCUR AT THE SMALLER COMMUNITY LEVEL."
Bukacek goes on to explain that the "sharing of experiences and stories brings the banks closer to customers and also ends up becoming a valuable source of information about consumer preferences." He also addresses the issue of "negative feedback" by stating that a well handled social media crisis can result in a very positive outcome.
These are all simple but important rules when using social media in a community bank setting. Forget the big and expensive national campaigns of the multinational banks. Instead focus on micro-marketing through social media. Win over new customers and turn existing customers into brand ambassadors and evangelists for your brand.