In 2011 Regions Bank started studying their customers usage of social media and how that might effect the bank’s interaction and understanding of them; they found household revenue of customers active on social media was 60 percent higher and household deposits of social media users was 76 percent higher than non social users; the bank has a social strategy that focuses on increasing loyalty, delivering customer service but most importantly driving revenue; Tearsheet interviewed Melissa Musgrove, head of social media at Regions Bank, about how they have evolved since 2011 with their approach to social media; they also discussed challenges faced inside the bank, what drives revenue and what keeps Melissa up at night. Source.