Using Social Media Marketing for Customer Engagement: A Wells Fargo Case Study Social media is at the center of many marketing plans for businesses in the United States and around the world. One such company at the forefront of using social media is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and prospects in a real-time online environment is critical to the bank/customer conversation and to strengthening the company's position in the customer's mind as the entity they want to do business with (Wells Fargo Bank, 2014) . This case study will discuss the current state of Wells Fargo's use of social media as a means of building its customer base. Additionally, historical information on the process of moving marketing to social media will be presented and the development of the roles involved in this marketing strategy will be discussed. Impacts on the public sphere and society at large will enter into the discussion on the topic of social media, and finally, underlying theories regarding Wells Fargo and social media will be discussed. The current StateWells Fargo has developed an advanced social media strategy that is managed by the Social Media group within the Wells Fargo marketing department (Wells Fargo Bank, 2014). As of 2014, this team operates eight blogs, four Twitter accounts, two Facebook pages, two LinkedIn pages, and one YouTube channel (Gustke, 2014). YouTube is a video distribution page, Facebook is a complex social media site that allows members to create communities of "friends" who share comments, Twitter is similar to Facebook but with a limited number of characters for each online post, making it easier to concept of social media and LinkedIn is a... paper center......GE Publications Inc.Morris, T. (2012). Why online customer service is so important. Retrieved from http://www.parature.com/online-customer-service-important-infographic/Odden, T. (2008). Big Brand Social Media Interview: Wells Fargo, Home Depot, UPS, and Graco. Retrieved from www.toprankblog.com/2008/10/big-brand-social-media-blogwell/Reiker, M. (2013). Wells Fargo will expand pilot project to social media. The Wall Street Journal. Retrieved from online.wsj.com/news/articles/SB10001424127887323527004579081244169280978Riggs, C. (2014). From ocean to ocean. Retrieved from blogs.wellsfargo.com/guidedbyhistoryWells Fargo Bank. (2014). Wells Fargo Team Member Handbook – January 2014. Retrieved from http://teamworks.wellsfargo.com/handbook/HB_Online.pdfWells Fargo Bank, NA (2014). Wells Fargo Social Media Community Guidelines. Retrieved from blogs.wellsfargo.com/community-guidelines/