Most investment banks tend to use social media only for public relations, marketing, and recruiting.  The big ones, such as JPMorgan Chase, Bank of America, and Goldman Sachs forbid their employees from even using SM on their work computers.  Understandable—There is too much that can go wrong.

Additionally, the Securities and Exchange Commission requires these institutions to archive all employee communications.  That is challenging enough.  Once you throw in Twitter and Facebook, look out!

That is why Deutsche Bank stands out recently for taking a bold stance.  Two months ago, under the company’s direction, Ted Tobiason (Deutsche Bank’s head of equity capital markets for the technology industry) sent his first tweet.  In Tobiason’s words, “Tweeting is a way to show that we are part of the game and that we understand the changes in technology and we are using them” (Saitto, Serena. “The Lone Tweeter of Deutsche Bank.” Bloomberg Businessweek. 3/5/12—3/11/12, p. 55).

In spite of the spontaneous nature of Twitter, Tobiason is not free to just shoot from the hip.  His tweets must all be cleared through the bank’s communications office, and he is limited in what he can share for obvious reason.

Nevertheless, I see this action as a positive move by Deutsche Bank.  Organizations that want to remain current must enter into the same communication avenues most of their customers have too.

If you’re interested, you can follow Ted on Twitter: @TedTobiasonDB.

scrolling=”no” frameborder=”0″
style=”border:none; width:450px; height:80px”>

About James Meadows

Currently I serve as a training team manager for Tyco Integrated Security at a customer-care center in Kansas City. Additionally, I am a business consultant, a freelance corporate writer, an Assembly of God ordained minister, a Civil Air Patrol chaplain, and a blogger. I believe we are living in the most fascinating times of human history. To maximize the opportunities these times present, I have a passionate interest in leadership development and organizational success, both of which I view as inextricably linked.

Leave a Reply