For the last months our analyst team has been working on a new landmark report “Social Media and Banking” - this report will get published in mid April. It will be an in-depth analysis of the social media strategies of the 50 globally most important bank. We are looking at social media strategies targeted at private customers, retail customers or general users. The banks will be rated and ranked according to a very detailed set of evaluation criteria.
It has become increasingly clear to us that banks approach social media with very different overall strategie - and many have no strategy at all. I think there are right now 3 main social media strategies of banks:
1. Customer support via social media
2. Product and service information via social media
3. Strengthening the brand via charity & community initiatives, sponsoring etc. which is communicated via social media
In many cases, more than one of the strategies are blended together. Rarely, we find an integrated but differentiated offering which brings together all these strategies but doesn’t mix them up or confuses them. In addition, we find typically communication offerings with investors or recruits.
Most banks keep their social media teams separate from their general marketing or communication department. Right now I guess this ist the right strategic step as otherwise the development of social media will develop way too slow. .
We are finding that banks struggle immensely with the issue of how to integrate social media in their regular online strategies and Internet marketing. I am not sure if there is “one best way” to do it. I guess at this stage various experiments are in order to see which approach works best. But this means a good bank will do lots of different things on their website to try out the new media.
So, stay put for our new report - there is lots more to come. By the way, here is our older report on Wealth Management and Social Media.