LOS ANGELES – In today's digital society, developing a social media strategy is a must for financial institutions – even the smallest ones.
A winning strategy has nothing to do with advertising financial products and services. Rather, it comes down to engaging community members on a personal level, according to a panel of experts who spoke at the American Bankers Association's annual convention Nov. 10.
The panel, which included Jerry Canning, U.S. head of industry, finance for Facebook; Patricia A. Husic, president/CEO for Centric Financial Corporation and Centric Bank; Sally Ann Moyer, associate for the Dallas-based Spaeth Communications; and Josh Rowland, vice chairman for Lead Bank drew from their own social media experiences to advise audience members on ways to make their programs successful. G. William Beale, president/CEO for Union Bankshares Corporation, moderated the session.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
