American Express (Amex) is the subject of more
Tweets than any other US banking brand, accounting for 23% of over
2m Tweets monitored in the banking sector in the 12 months to end
March 2012 according to a report from consultants DigitalMR and
Cicero.

Amex topped the survey ahead of Bank of
America (19.5%) and Citi (18.5%).

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The survey analyses customer comments posted
via a range of relevant finance related websites and open access
social media platforms, including Twitter.

It measures not only the number of comments
posted by consumers on the internet, but also sentiment – whether
these posts are positive or negative.

Of the total Tweets analysed, a quarter were
positive, 16.5% negative, 4.3% mixed, while over half (54.4%) were
neutral in tone.

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