Whenever there’s a tragedy, we’re used to seeing brands, including financial services institutions, donating to relief funds and issuing blanket statements: “We’re here to help those affected in whatever way we can.” This kind of assistance and availability makes a difference to communities and families, and it’s always great to see businesses being good citizens.
Social media is one way brands spread the word about their concerns for customers and employees. And since Monday when Hurricane Sandy devastated parts of the East Coast, including the metro New York area, brands’ social streams have been full of caring messages like this one from American Express Open’s Facebook page:
In addition, many banks are providing details via social networks not only about branch location openings/closings but also about mobile ATM deployments and fee waivers for those in the affected areas.
But what stood out to me today were the messages coming from Bank of America’s Facebook page and Twitter stream (@BofA_News):
Yes, lots of the standard (and important) messaging has appeared within Bank of America’s social streams this week, but the brand has also done something more. What are some of the pain points for customers and residents who are stuck, for now, without electricity? They want to plug in their cell phones and put food in their bellies. To offer some relief, Bank of America turned many of its Manhattan branch locations into charging stations with refreshments – and gave its social media accounts a very human touch.