Ally Financial Inc. has a specific strategy for dealing with inappropriate comments on its social media channels — do nothing.

This may seem unusual for a financial institution that must maintain a high standard of trust and not have its image sullied by associations with unsavory viewpoints.

But Chief Marketing Officer Andrea Brimmer said that Ally’s focus — its customers — serves it well in social media. “We have such engaged customers with such strong loyalty and advocacy — customers jump in and defend us on social media,” she told Bank Innovation. “I haven’t seen that with many other brands, especially in financial services.”

As a direct bank, Ally must explore each new way to interact with customers as it emerges, and social media is a case in point. The bank maintains a presence on YouTube, Facebook, Twitter, Instagram, and Snapchat, Brimmer said.

In November, Ally released a YouTube video called “Banksgiving” that received over two million views.

“We think of TV more as film,” Brimmer said. “We use traditional linear TV and have a robust social presence. Social is a very important part of our mix. Our media strategy is as disruptive as our banking strategy.”

Twitter serves as a servicing channel, where the bank can field queries and take them offline if necessary. The bank also develops blogs for thought leadership and financial wellness and uses influencers such as reality star Danny Koker and rapper Big Sean on Cheddar, which broadcasts primarily on social media.

Ally employs at least 20 people for social listening, Brimmer said. “This is a team that does nothing but social listening and responding,” Brimmer said. “It’s archaic to think you can stop responding at 5 o’clock. We give personalized responses and try and comment on almost 100% of social mentions. The inappropriate stuff — we just let go. Consumers will jump in and correct the conversation. We wouldn’t comment on some of the stuff — you just have to let the internet do its thing.”

Ally’s focus is its customers, Brimmer said, and that informs how it handles social media. “With social, you constantly have to adjust your approach because the way customers interact with social is constantly evolving. You have to adjust and evolve the way your consumers are evolving.”