Joining the Conversation: The Perils and Possibilities of Social Media for Financial Services Companies

By: David A. Tallman, Lori L. Schneider

As consumers integrate the Internet and social media into their daily lives, they not only expect financial institutions to maintain an active online presence, but increasingly demand to receive financial products and services over the Internet and on mobile devices. The rise of online interactivity offers financial institutions unprecedented opportunities to foster customer loyalty, expand brand awareness, educate their clients or potential clients and market products and services. But at the same time, the use of social media in such a highly regulated industry raises a host of unique – and often unanticipated – risks and responsibilities that courts, regulators, and financial institutions have only just begun to address.

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