Though banks are uncomfortable with the concept, many are essentially in the retail business. In my area of the Southeastern US, Bank of America and Chase have a retail delivery network akin to quick-serve restaurants, pharmacies, and gas stations. There seems to be one on every corner.

Considering the current expansion of branch networks (mostly through merger & acquisition), it makes sense that a more engaging brand personality would be good for business.

That said, it was a refreshing surprise to read an article in US Banker’s May issue describing how North Shore Bank was experimenting with Foursquare and other social media channels to create brand awareness in the communities it serves.

The $1.8 Billion bank based in Brookfield, Wisconsin has a tech-savvy e-Business Coordinator, Tim Gluth who decided to contact the “mayors” of the bank’s 44 branches and offer them a $5 Subway gift card for their patronage. “Patronage” could be a stretch as the bank did not ask if the mayors were customers of the bank, they simply acknowledged their mentions of North Shore online to say “thank you”.

Mr. Gluth found the “Mayors” on Twitter and Facebook and made contact initially through those channels. The promotion was greeted with surprise and, from this perspective, was successful in establishing customer engagement. The bank has since carried on to sponsor local Tweet-Ups in support of the minor league baseball Timber Rattlers.