BRIEF
My role: Social Media Community Manager
Responsibilities: Post creation and scheduling, reporting, copywriting, daily community management and crisis response
Execution: Frost Looks at Texas campaign was born out of Frost’s roots right here in Texas. With the help of the creative team, I created a regular cadence of “Frost Looks at Texas” photos curated from creatives from our fans to engage with, with many posts giving fast facts and trivia about the beauty of Texas. By having these photos regularly on our social channels, this further positioned Frost as a Texas-first bank.
Results: Instagram’s followers grew 13% where FLAT content was mainly published, customer comments were handled round-the-clock, which increased Frost’s Facebook customer response time by 2 hours.
CASE STUDY
Sometimes, technology can take a break, but that doesn’t mean Frost does for their customers. In early 2016, there was an unexpected freeze on Frost’s online banking and Frost app. I was able to spot the issue quickly and crafted a crisis response before the situation became out of hand. I ensured that every client was responded to within a 10 minute window to close any gaps of information and to ensure each fan was informed via private message, public post or comments on other content on all 3 social channels. This experience allowed me to lend my skills in crisis communication and swift public messaging in order to handle a dire situation. By doing so, this not only increase our response time score on Facebook, but also increased customer retention and trust.