According to Nielsen, only 40% of consumers trust marketing content, but 90% trust content from their social networks

Here’s an interesting article on how to improve your content in social media, so it’s not seen as marketing content.  A great quote: Social media requires us to get away from being promotional and sensational and instead treat our customers with special attention to including their thoughts in our offerings, being truly interested in what they have to say in the real world, and communicating about the things they care about — with a vocabulary that illustrates they can trust us.  Although not specifically about social media and financial institutions, this article is worth reading.  http://smartblogs.com/social-media/2012/11/15/how-use-social-media-introduce-trust-back-marketing/

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