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Atlantic Bayʼs 200 mortgage loan originators (MLOs) spend most of their time interacting with clients. Much of this client communication takes place on social media. During the COVID-19 pandemic, anything the MLOs posted or shared relating to the pandemic would be visible to clients. As a result, the social media space became central to Atlantic Bayʼs brand reputation efforts, as they pertained to the sensitive and emotive issue of COVID-19.
Atlantic Bay knew that activity from any of their 200 mortgage bankers had the potential for negative impact. The company needed to implement a set of policies that gave their mortgage bankers clear guidelines on discussing COVID-19 within the client-facing space of social media:
- Only draw on authoritative and official sources, such as the CDC.
- Stick to claiming expertise in the area of mortgages – not infectious disease.
- Better to say nothing than risk saying anything problematic.
Atlantic Bay needed their employees to communicate in line with these principles. However, the volume and velocity of social media communications meant that manual monitoring would not be possible. A troublesome post, comment or share could easily slip through the net.
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Placerat orci nulla pellentesque dignissim enim sit amet venenatis urna. Adipiscing at in tellus integer feugiat scelerisque varius. Ut lectus arcu bibendum at varius vel pharetra vel. Ultricies mi eget mauris pharetra et ultrices neque. Massa tempor nec feugiat nisl pretium fusce id.
Using the SafeGuard Cyber platform, Atlantic Bay implemented custom policies to prevent employees from sharing anything on social media that might place them at risk of reputational damage.
This newfound brand reputation protection provided Atlantic Bay with peace of mind during a tumultuous time. Additionally, it empowered risk teams to educate employees on best practices in new ways. Instead of simply “policing” social media activity, the flagging of content allowed the risk teams to use missteps as teachable moments. The effect of this approach has been far more powerful than that typically seen with written policy communications.
COVID-19 really caused us to step back and understand how even the briefest comment, post, video, thought, or share could be perceived – especially in the current environment, where all of our sensitivities and anxieties are heightened. And we've partnered our digital risk monitoring with some really robust social media guidelines.
Chief Risk and Compliance Officer
Protecting Brand Reputation
By implementing advanced digital risk protection with the SafeGuard Cyber platform, Atlantic Bay Mortgage Group can now prevent employees from sharing anything on social media that might harm their brand. The SafeGuard Cyber platform monitors the output of 200+ employee accounts, and flags in real time any posts that appear to breach HR policies. Social media activity can be quarantined for review, and then edited or prevented from going live.