HSBC and Lloyds TSB have the highest
mentions on the internet for the whole of 2011 and loans are the
most discussed topic online, according to the first annual UK
Banking Social Media Report – on what customers are saying
about UK high street banks online – by social media research
company DigitalMR.
DigitalMR analysed over
200,000 customer comments on the internet about high street
banks across January to December 2011.
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Banks have attracted
both positive and negative mentions over the internet with HSBC
(14.4%) and Lloyds TSB (13.5%) topping the list. Halifax (10%)
comes next on the list of online mentions closely followed by RBS
(9.6%) and Santander UK (9%).
HSBC (9.5%), Lloyds TSB
(7.8%) and Halifax (9.5%) have also received the highest share of
positive posts.
However both HSBC
(12.1%) and Lloyds TSB (10.8%) received a high proportion of
negative comments, according to the new report, whereas Halifax
accounted for only 6.2% of negative comments compared with a much
larger proportion (9.5%) of positive ones.
The report, UK
Banking Social Media Report, allows UK banks to gauge customer
perceptions of their performance against that of their competitors
across a range of criteria for 2011.
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By GlobalDataDigitalMR Group Managing
Director, Michalis Michael, said:
“This report provides a
national benchmark for how banking brands are perceived by
customers online. Banks attracting criticism will be able to use
the analysis to find out how they can improve their competitive
position.”
DigitalMR’s UK
Banking Social Media Report also measures consumer sentiment
online. The Net Sentiment Score (NSS) – an overall percentage score
of net positive posts – measured across 2011 among the top 10 UK
banks, had ING Direct (57.5%), Halifax (43.3%) and Clydesdale
Bank (41.7%) getting the highest scores.
The Royal Bank of
Scotland (RBS) was the only bank from the top 10, which got a
negative NSS with (-2.1%), and the next lowest was Bank of Ireland
with a NSS of 0.5%.
Following loans that
attracted nearly 8,000 mentions on the internet, the second most
talked about topic in 2011 was credit cards, according to the
report findings. Customer care came next followed by online banking
and overdrafts.
The three most discussed
topics with negative mentions were customer care, loans and bank
employees.
