Its hard to imagine it was ever a good idea setting up a Facebook page for a bank. Yet several PRs were forced to do just that and are now regretting it.
"Its a nightmare," says one PR. "It takes six hours before you can go in and delete the publics comments." And comment they do.
Take RBSs page, where the most recent post said: "This bank has ruined peoples lives just like mine. Thanks a bunch." Or Wells Fargos, where one disgruntled customer responded to the banks venture to empower customers with: "WTF? How about empowering me? I only wanted a $3k loan." And Bank of Americas page, while boasting the most likes with more than 550,000, is plastered with comments such as "this bank sucks".
Very bold PR teams have gone one step further by creating a page of the bank CEO and Citi has been the bravest. Vikram Pandit has a managed page and, while inciting the obvious comments under his video on responsible finance, also has many adoring posts, and 5,312 likes. Jamie Dimons page is empty bar a photo, yet has about 50 more likes than Pandits. Lloyd Blankfein has a mere 609 likes but does stand out by also having a satirical fan page dedicated to his brilliance.
As one PR person says: "We keep being told to tweet and use Facebook, but were expecting that message to wane soon."