Case 3: Wells Fargo addresses a dry topic
Can anyone make the subject of student loans interesting? Wells Fargo is certainly trying on its blog titled "The Student LoanDown." There, a number of bloggers talk about college financing and offer tips on how to avoid common pitfalls, how to pick a lender and more. Unfortunately, it’s a tough subject, and as I’m writing this, the last four posts to the blog haven’t garnered any comments. Not that this matters much to Wells Fargo, apparently-- a financial aid advice post written earlier this month attracted two intelligent questions from students that have apparently fallen on deaf ears. That’s a sign that the company isn’t listening.
On the other hand, Wells Fargo has a blog dealing with disaster relief called "Guided by History." There, bloggers do a nice job of keeping the conversation going. Corporate blogs often have an annoying tendency to interject sales messages into comments, but that doesn’t happen here. Rather, whether the topic is politics or preparedness, there’s a refreshing lack of corporate speak on the site, which is exactly the tone a company wanting to get the most out of conversational marketing should promote.
We also hear that Wells Fargo uses more than 50 internal blogs to share and cross-pollinate ideas within the company. Good move.
