Marketing, specifically social media marketing, can be very difficult in regulated industries such as healthcare or financial services. These industries have a lot of rules around messaging that can easily stymie creative thinking. Shannon Paul, VP of Brand Content and Social Media at Fifth Third Bank, has broken through the noise and learned how to stay social in financial services. In this episode, Shannon shares her secrets to staying personal and timely on social, she explains what makes a good social media follow, and how to create content that will resonate with your audience. "There’s definitely some additional considerations we have working in a regulated industry. We have to know where the guard rails are and sometimes the guard rails move."