How my employer optimizes Social Media

Banks reputations have been hit hard by scandal and poor lending habits over the past two years. Maintaining and building a positive reputation in the public eye can be a challenge when the media continues to report abuse in the banking system. Social Media can assist in building positive reputation if the correct tools are used and most importantly the tools are maintained. I did some research on how my employer uses social media and found some astonishing results.
First of all, the bank I work for has a Twitter account but only 49 followers and following 0 people. Clearly, they are not optimizing this area of social media. Dan Zarrella (2010) states, "Twitter is all about two-way conversations; engage with people, don't just broadcast" (pg. 52). For a large and well known bank, I found it disheartening that they are not using Twitter to their full advantage. Dan also states, "It's not a bad idea for those on corporate accounts to follow everyone who follows you; to do otherwise may make your brand appear aloof"(pg.39). I completely agree with Dan and it would benefit my company to follow their followers to see what trending topics are of interest and what is being said about them and their industry.
My organization also has a Facebook page with 3,022 fans but they have no wall posts or any other attention grabbing information. Their Facebook page was void of any useful topics and I was not persuaded to become a fan.
I had a hard time locating a blog for my company. What I did find interesting was that our CEO put together a panel of twenty somethings to work with his direct reports to provide feedback on how to better run the company (in terms of optimizing social media: Facebook & Twitter). He stated in the April 8th addition of Northwestern Financial Review, "The company is run by a bunch of 50 somethings and it takes many years to get to the distinction, yet we are the wrong people to decide what the next generation is going to want. So I don't tweet, I don't use Facebook, but I do have people who do those things and who have a voice as loud and clear as anyone who reports directly to me". My CEO had good intentions in developing the panel but they have failed in executing the tools. My advice to my organization would to manage their tools because poorly run social media outlets can impact an organization just as much as well ran tools.