First Horizon Bank
I rebuilt a slow, fragmented social selling program into a clear publishing process used by 350+ bank advisors.
Give Mortgage, Wealth, and Commercial advisors approved content they could use to build local visibility without creating avoidable compliance risk.
I turned one useful source into many posts for different business lines, audiences, and platforms. I also standardized review, built the shared library, trained advisors, and reported performance.
Review time fell from more than 60 days to about 2 days, adoption tripled, and 350+ active advisors used the program.
This is one example from the work. The sections below explain the problem, what I did, and the result.
MY ROLE
Social Selling & Field Enablement Lead. I owned the Hearsay social selling program across Mortgage, Wealth, and Commercial Banking.
BACKGROUND
The program could not grow until internal teams trusted the process.
Mortgage, Wealth, and Commercial advisors needed educational, product, recruiting, and local marketing content. The material came from several teams, approval paths were inconsistent, and useful posts were difficult to find and reuse.
Legal and Compliance had good reasons to be cautious. Each unclear request created more questions, more review time, and more risk. Advisors saw the delay and used the program less.
THE JOB
Rebuild the process around the content calendar.
Business input
I gathered priorities from Mortgage, Wealth, Commercial, Recruiting, Brand, and Community teams.
Content design
I turned those needs into repeatable themes, message structures, media formats, and campaign series.
Review
I worked with Legal and Compliance on standard submissions, preapproval, automatic review, manual review, and a clear audit trail.
Library and publishing
I built a shared library of 500+ approved posts with campaign subscriptions, publishing rules, and a process for retiring old content.
Field support
I created onboarding, live training, playbooks, FAQs, and one on one coaching so advisors could use the program.
Reporting
I reported views, clicks, engagement, earned media value, and adoption back to business leaders.
ONE SOURCE, MANY POSTS
One useful source could become many connected posts.
I could start with a news article, blog post, internal update, event, or approved product message. I pulled out the useful angles, then translated them for Mortgage, Wealth, Commercial, Recruiting, Brand, and Community.
The same core story could become educational content for a customer, a practical post for an advisor, a leadership point of view, a recruiting message, and platform-specific versions for LinkedIn or Facebook. Each post worked on its own, but the full set reinforced one larger story.
This helped the team get more value from work it had already produced. It also gave advisors more relevant material without asking Legal and Compliance to review a new idea for every post.
Start with one source
Use a real article, announcement, event, internal update, or approved message as the shared foundation.
Find the useful angles
Separate the customer lesson, product value, local relevance, leadership view, recruiting angle, and community story.
Adapt the message
Change the detail, framing, and call to action for the business line, reader, and platform.
Publish a connected set
Create several posts that can stand alone while supporting the same campaign or business moment.
WHY THIS WORKED
Review became faster because the request became easier to understand.
Reviewers no longer had to solve a new process for every post. Standard inputs showed the audience, product, claim, destination, and intended channel. Known claim sets and reusable formats reduced ambiguity.
Advisors also received content that was ready to use. They did not have to rewrite a product promise or guess which approved detail belonged in the post.
RESULT
The program became faster, easier to use, and measurable.
The business had a repeatable way to request work, approve claims, publish through advisors, support adoption, and report what happened.