Twitter does not seem to be the most favourable social
networking site for banks, as some of the big players that featured
at the top of the Facebook’s battle of the 150 most popular banks
seem to have little presence on Twitter. Dursaff Ibrahim highlights
70 banks with the most Twitter followers.


Despite its headline sponsorship of the high-profile Six Nations
rugby tournament, heavily promoted by its Facebook activity, Royal
Bank of Scotland seems nowhere to be found on Twitter.

The Turkish sector does not seem to
be doing so well either on Twitter, with Akbank positioned way down
the list with a poor number of Twitter followers of only 4,000 –

a notable contrast to its page on Facebook that has achieved over
500,000 ‘likes’.

Twitter seems to be useful to the
banks as a way of connecting to their customers to provide banking
customer services. Banks such as Bank of America (BofA) and
Santander are among those that are leading the way.

Chase is, however, one leader in
the world of social networking, that scores strongly in terms of
popularity on both Facebook and Twitter.

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American Express is, however, the
clear winner on the Twitter platform with 200,000 followers. Its
enthusiasm for Twitter is also highlighted by regularly updating
its Twitter page, posting a total of more than 36,000 tweets.

Barclays is also energetic on
Twitter with more than 80,000 followers, ranking in third place
behind SCB Thailand. Although there is no official page for
Barclays Bank, it does have a notable presence across Twitter with
various pages including BarclayCard, Barclays Wealth and its
football-focused pages promoting its sponsorship of England’s
Barclays League.

However, updated Twitter pages do
not always seem to have a direct impact on the number of followers,
as BofA and Chase Giving both managed to rank prominently despite a
low number of tweets ( 948 and 115 respectively).

Amex has shown its enthusiasm for
social networking with the launch of its Facebook app in July
giving cardholders deals and lifestyle experiences based on their
interests, likes and social connections.

Amex vice-chairman Ed Gilligan said: “We’re thrilled to bring
together the power of the Facebook platform and our core business
assets in a way that is personalised, meaningful and will result in
significant value for both merchants and cardholders.”

Table showing top 70 financial institutions on Twitter