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NAB Ubank Social Media Mess

AUSTRALIA: Which of you guys are advising NAB Bank on social media? Cos whoever you are, you are making a real friggin’ mess of it, and you make it worse for all of us! First there was the spam comments on blog fiasco – read Duncan Riley’s take on it all. Then there’s the faux…

AUSTRALIA: Which of you guys are advising NAB Bank on social media? Cos whoever you are, you are making a real friggin’ mess of it, and you make it worse for all of us!

First there was the spam comments on blog fiasco – read Duncan Riley’s take on it all. Then there’s the faux community on UBank saying how great UBank (NAB funded) is. Pulling negative comments, promoting their own fake positive ones. Then there’s FRANK who comes in from a NAB address and denies he is a bank employee while trolling Cheryl’s blog.

So, here’s the guidelines that NAB may want to put in place before overzealous yet courageously loyal employees run amok:

Topics or guidelines for discussion
* Standards of Integrity and Conduct
* Personal responsibility
* Confidential information
* Personal information
* Copyright and trademarks
* Conflicts of interest
* Be yourself
* Respect your colleagues and audience
* Be accurate
* Converse and give feedback
* Priority of regular work commitments
* Media inquiries

They are made up from a number of corporate social media policies. Certainly the headings for discussion. Take the last one – what is media? Who should be defending the brand online? Is it right/legal/wanted to stop staff from defending the brand online?

…but again I ask – if you are the PR agency or social media marketing ‘expert’ advising on these strategies, please please take control. Or else you become the whip for all our backs. (as in: oh no, we don’t want to work with social media, look at the mess NAB made!)

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7 Comments

  1. Very well said Laurel. It is amazing in world where marketing experience and education is so freely available, that example like this still exist so reguarly!

  2. I love how this article is on the top 5 ranked by Google when you search for NAB Ubank Australia!!!

    Looks like they will need a new digital agency pretty soon 🙂

  3. I don’t get it – what exactly is the accusation ? I read somewhere else that Cheryl is an ex-NAB employee ?? And, she seems to have taken down her blog – why ?

  4. Anonymous – yes I am an ex NAB employee, which I stated and fully disclosed on my original blog post.

    I’m just wondering why you’ve posted this exact comment (under different names, as well as anonymous) on pretty much all the blogs about the topic?

    Why don’t you use your real name?

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