After steadily investing in social media strategies—including some 1,200-odd Facebook pages—the financial services industry dramatically reduced its social investments in 2012. While more than 20% of financial services institutions were investing in social at the end of 2011, as the first quarter of 2012 drew to a close that number plummeted to just 6%. This sudden drop was largely due to major public scrutiny of banks for everything from new fees to fraudulent actions,....