Social Media Marketing – The Case of Access Bank (Ghana)

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I have had my eye on Access Bank’s Social Media for a while, mainly because I think they are a very good example of how a corporate brand can use Social Media as part of their branding and customer experience strategy.

A strong corporate brand is one that always conveys its values, no matter the medium of communication and at the same time draws attention to its employees, thereby making them feel a strong connection to the brand. A strong corporate brand will consistently utilize its brand elements (fonts, colours, logo) to constantly (in a very sublime way) remind customers about its values, mission and products.

Access Bank utilises humour, emojis (highly recommended on Social Media) in the best way possible to step out of the ‘formal’ zone we find a lot of other banks and corporations in. They are not afraid to think outside the box and they use their Social Media to ensure that their customers are informed, updated, entertained. You will notice that they hardly utilise a direct selling approach, making their content more authentic and valuable to the consumer. This also leads to a higher virality rate and organic engagement. Value-driven content builds trust, sparks relationships and grows deep connections with online audiences.

How does Access Bank manage to achieve all this on Social Media?

Engage and Interact

Access Bank uses calls-to-action to encourage followers and readers to respond to their content. This is one of the strongest ways to elicit engagement and interaction in a subtle way, especially if the content is related to a widely recognised phenomenon e.g. Republic Day.

The bank also has a clear brand voice which relies on some humor. Readers can easily relate to content and overtime, form a strong connection to the brand.

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