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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 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!)

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

7 thoughts on “NAB Ubank Social Media Mess

  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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