social media

Lincoln Parks, director of marketing at Heritage Bank, explains the bank’s cautious yet forward-thinking approach to its new virtual assistant.

When a tweet drew backlash from customers and politicians on Monday, it brought into question how banks should couch their messages on social media.

Bank critics and some lawmakers quickly seized on a tone-deaf posting by JPMorgan Chase that was designed to tout the virtues of saving money.

Banks will likely continue to exercise caution in the wake of Facebook's announcement that it’s restricting the way providers of housing, employment and credit advertise on its site.

The new ad illustrates how banks are going beyond traditional promotions to try and find something that customers will share on their own.