logo

Management Communication First National Bank (FNB)

5 Pages1382 Words142 Views
   

Added on  2020-05-28

Management Communication First National Bank (FNB)

   Added on 2020-05-28

ShareRelated Documents
RUNNING HEAD: Management CommunicationManagementCommunication
Management Communication First National Bank (FNB)_1
Management Communication 1To:From:Date:Subject: Management CommunicationFirst National Bank (FNB) is one of the ‘Big Four’ banks of South Africa along with Absa, Nedbank and Standard Chartered (Buhlungu, Daniel & Southall, 2007). With the growing number of social media users in South Africa, FNB’s digital team identified it as an area where they can extend its dominant digital footprint over the competitors. Such social media strategy was also adopted for the purpose of handling issues associated with internal communication, customer service, public relations and corporate social responsibility.The social media strategy was aimed to build sustainable relationships with the respective customers in order to connect further with them in an approachable, likable and trustworthy manner. FNB started utilizing the social media platforms from the year 2004 for the purpose of increasing customer engagement. The mobile banking product, eWallet, introduced by FNB was made popular with the help of Facebook game as earlier people did not possess proper understanding about how to use the product (Finextra, 2012). Therefore, the game was designed for meeting the two basic objectives i.e. creating awareness in the market regarding the benefits of the product and educating the customers regarding the working of the product. FNB obtained financial benefits through the strategy as it encouraged the customers to gain confidence in the products offered by FNB. Moreover, the game also positively contributed in the increasing of 1,00,000 more fans on the Facebook page of FNB (Brand South Africa, 2012.). Also, the use of Twitter has helped FNB in responding towards the problems and queries of the customers in an effective and efficient manner. Twitter acted as a tool for customer relationship management which effectively contributed towards the provision of improved brand experience to the customers with the help of virtual interaction. Social media platform such as LinkedIn was also included in the strategy for the purpose of engaging professional communication and to support the brand.
Management Communication First National Bank (FNB)_2

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Management Communication Report
|8
|1639
|65

Management Communication Assignment
|6
|1352
|61

Management Communication - Case Study
|6
|1655
|105

MNG81001 Case Study Analysis - Banking on Social Media
|7
|1593
|118

Management of Social Media Strategy 5 Banking on Social Media
|6
|1440
|417

MNG81001 Management Communication in First National Bank - Report
|7
|1484
|121