Magazine : Archives : 3rd Quarter 2009

Socal Media Savvy

When ShoreBank of Chicago introduced an online high-yield savings account, it built a microsite laden with social media tools to help promote it. Aside from being able to apply for the account online, visitors to the site can access ShoreBank’s blog, refer friends, and read and share stories about the bank’s customers. The microsite has been successful on a number of fronts. Since September 2007, it has helped attract more than 4,200 new accounts, many of them from customers who skew younger than the bank’s traditional base. Just as important, it has helped ShoreBank share the story of its three-part...