In 2025, trust is the foundation of every digital conversation, and for banks, trust is everything. Social media continues to be an essential channel for customer engagement, but with recent updates to Meta’s fact-checking policies (affecting Facebook and Instagram), banks must take a more active role in managing their presence. It’s no longer just a marketing function; it’s a business imperative.
At The Twiggs Group, we work with banks to build marketing strategies that are not only effective but resilient. That means helping institutions take ownership of the systems and skills needed to protect their reputations, stay compliant, and foster safe, trusted online environments.
Why Moderation Matters More Than Ever
Meta’s Policy Shift Puts Responsibility on Banks
Meta’s evolving approach to fact-checking now places greater responsibility on banks to identify and manage misleading content. Companies can no longer assume that platform algorithms will catch scams or financial misinformation. Left unchecked, even a single misleading comment about interest rates or fraud protection can undermine customer confidence and invite regulatory scrutiny.
Financial Misinformation is Evolving Fast
AI-generated content is making it harder to separate fact from fiction, and the financial sector remains a high-value target. Viral posts or manipulated comments about a bank’s stability, cybersecurity, or compliance can create real-world consequences. The faster banks act, the safer their social media communities become.
Reputational Risk Can’t Be Outsourced
In an era when screenshots travel faster than press releases, brand protection has to be proactive. A thoughtful, responsive moderation approach, owned internally, ensures that questions are answered, harmful content is addressed, and customer trust is continually reinforced.
Regulators Are Watching Closely
Whether it’s the CFPB, SEC, or FDIC, regulators expect financial institutions to manage their digital channels responsibly. If false or misleading information appears in user-generated content and remains unaddressed, accountability may still fall on the institution. A strong, in-house moderation process can help identify and resolve potential compliance issues before they escalate.
Real Engagement Requires Real Stewardship
Customers today expect more than quick replies. They expect safe, informed, and respectful digital experiences. Moderation isn’t just about deleting comments; it’s about shaping a trustworthy environment where real conversations about financial wellbeing can happen.
What Banks Should Be Doing Right Now
- Create a Moderation Playbook
Establish clear policies on what gets flagged, removed, or escalated and ensure they reflect your institution’s risk posture and tone of voice. - Invest in Team Training
Equip service teams with the knowledge to spot misinformation and respond effectively. - Respond with Clarity, Not Silence
Don’t just delete: correct, clarify, and guide. Use every comment as an opportunity to educate and build trust. - Stay Ahead of Platform Shifts
Assign ownership to monitor evolving content policies (like Meta’s), so your institution isn’t caught off guard.
At The Twiggs Group, we believe banks are most powerful when they own their brand narratives — from marketing strategy to moderation. We’re here to support that ownership by building the systems, teams, and confidence required to lead with clarity and control in today’s digital space.
Because in banking, trust isn’t just earned. It’s managed.