National Australia Bank (NAB) is advertising for a full-time social media co-ordinator to shape its use of channels such as Twitter and Facebook.
The successful applicant will "lead, develop and execute the overarching strategy for NAB to participate in social media sites" and "manage the governance and processes for proactively reaching out to and responding to customers".
The bank says it is looking for someone with strong social media experience who actively uses a variety of channels and understands the "metrics and analytics".
The decision to appoint a specialist comes two years after NAB's less than successful initial foray into social media territory.
It set up myfuturebank.org in 2008 to engage with customers online and listen to their experiences of using the bank. However, faced with critical comments the bank tried to steer the conversation by anonymously posting more favourable comments.
After being exposed by Cheryl Gledhill, a social media consultant at Web design agency molt:n the site was canned.