2024 Journal of Community Bank Case Studies

FIRST PLACE: Commonwealth University of Pennsylvania THIRD PLACE: Southeastern Louisiana University

winning quarterback for the New Orleans Saints. He started as a b1Bank customer looking for a bank that would be able to effectively assist him in his business ventures. After seeing how uncomplicated the entire process was, Brees approached b1Bank with the idea of joining their team, stated, “This is a banking relationship I hope every small business could be able to experience, so I would love to be able to tell this story for you” (Brees, personal communication, 24 Apr 2024). Since then, Brees has assisted by representing b1Bank on social media posts, television advertisements, and at social events. Measuring the impact of social media on profitability Determining the direct impact of social media can be challenging since social media influences consumer behavior and brand perception, which are hard to measure (Albrecht, personal interview, 21 Mar 2024) (“Social Media in Banking 2023 Report”). Despite these challenges, b1Bank actively uses social media as a strategic tool to enhance profitability by driving traffic to its website. By integrating links within digital advertisements on social media platforms, b1Bank directs users to their site where they can distinguish between new and returning visitors. This tracking helps b1Bank assess the effectiveness of specific advertisements and provides insights into user engagement levels. Once on the website, visitors are tagged, allowing b1Bank to deliver more targeted advertisements across the internet, nudging them further down the purchasing funnel. This sophisticated approach to tracking and targeted advertising enables b1Bank to convert social

media engagement into tangible business outcomes, such as account openings, thereby illustrating a potential path from social media activity to increased profitability. Optimal social media platforms for b1Bank While present on most social media platforms, b1Bank strategically focuses on LinkedIn and Facebook to connect with its customer base and workforce due to its ability to target specific demographics. Its LinkedIn account, with about 5,000 followers, is pivotal for engagement with small to mid-sized businesses and showcasing its workplace culture. The platform is utilized to share professional content such as financial advice and business growth strategies, appealing to entrepreneurs and business-minded individuals. It also features images and stories of employees at community events, helping attract potential job applicants and enhancing the bank’s community image. Its Facebook page, with approximately 6100 followers, serves a

As a community bank, FCCB values customer connections highly, and even in challenging times, the bank refers to core values when managing risk.

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