How Wells Fargo has grown its presence on social media

At a Ragan conference, Wells Fargo VP offered techniques for assuaging critics and garnering fans and followers. First and foremost: Listen.

Soon after Wells Fargo bank launched its presence on Twitter, a staffer noticed a tweet from a customer who couldn’t find an ATM at the Las Vegas airport.

“We simply said, ‘Hey, this is Wells Fargo. Here’s a list of ATMs in the Las Vegas airport,'” said Ed Terpening, the bank’s vice president of social media marketing.

Terpening wasn’t just patting his team on the back when he told the story recently at Ragan’s Social Media for PR & Corporate Communicators conference in Las Vegas. He was illustrating how radically Facebook, Twitter and blogs have altered communication strategies—even for a 160-year-old bank that used to transport gold, mail and passengers by stagecoach.

If customers are inhabiting social media, Terpening said, the bank is determined to engage them there. “We’re spending our time where they’re spending their time,” he said.

Terpening, who helps create the voice of a bank with 280,000 employees, offered ideas for integrating your strategy into the social media ecosystem.

Listen to the chatter

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