Andy on Twitter

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Banks on Twitter

We are doing OK but have much to do to drive online engagement. Here is the rub:

Here’s the rest of the stats for the 400 retail banks on Twitter and how they all break down.

Followers

  • Banks with less than 200 followers: 188 (47%)
  • Banks with more than 1,000 followers: 40 (19.8%)
  • Banks with more than 5,000 followers: 27 (6.8%)
  • Number of people following banks on Twitter: 713,744
    (246,334 or 35% of which are attributed to AmEx, arguably not a retail bank)
  • Average number of followers per bank: 1,784
  • Mean number of followers: 222

Following

  • Banks following no one: 43 (10.8%)
  • Banks following 10 people or less: 102 (25.5%)
  • Banks following fewer than 200 people: 275 (68.8%)
  • Banks following 1,000 people or more: 40 (10%)
  • Mean number of people followed: 64

Tweets

  • Banks with 10 tweets or less: 53 (13.3%)
  • Banks sending over 1,000 tweets total: 58 (14.5%)
  • Total tweets sent by 400 English-speaking banks: 363,344
  • Average number of tweets sent per bank: 908
  • Mean number of tweets sent: 195

Frequency

  • Banks who tweeted in the last 2 hours: 78 (19.5%)
  • Banks who tweeted in the last 24 hours: 166 (41.5%)
  • Banks who tweeted in the last week: 238 (59.5%)
  • Banks who haven’t tweeted in a month or more: 121 (30.3%)
  • Banks who haven’t tweeted in over a year: 65 (16.3%)
  • Banks who have never sent a tweet: 15 (3.8%)

5 Responses

  1. By Simone McCallum on October 9th, 2011 at 4:06 am

    I think stats on the number of mentions, RTs, lists, favourites etc would also be helpful when looking at indicators of engagement.

    I liked the way followers were correlated with the customer base on the Top 35 Banks on Facebook list the Financial Brand also published recently: http://thefinancialbrand.com/19526/the-top-35-banks-on-facebook/.

    Gives an idea of who is punching above their weight.

  2. By Geoff Kim on October 9th, 2011 at 11:00 pm

    I created a Klout list of those Banking twitter accounts, which covers some of the metrics @simone mentioned above. I took the top 50 from the Financial Brand list, and also added some other Aus/NZ banks:
    http://klout.com/#/getbiglittlekid/list/bank-tweets

    • By Simone McCallum on October 9th, 2011 at 11:05 pm

      Interesting reading Geoff. Good to see some of the Southern Hemisphere banks represented in the top 20! ;)

      • By Geoff Kim on October 9th, 2011 at 11:14 pm

        Including South Africa.. I like that the avatar for the FNB Guy is actually a FNB guy!

  3. By courtney lambert @cjlambert on October 16th, 2011 at 3:02 pm

    Yes interesting and a good starting point. Audience quality is an issue too. Curious to know how you are going to factor this in? So many spam accounts and ‘follow back’ nonsense that warp the figures.

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