The battle for online popularity is fiercer than ever in this year’s RBI ranking of the top 100 most ‘liked’ financial institutions on Facebook.

Snagging the top spot is Visa with 8.8m likes across its global, Visa Prepaid and Small Business Facebook pages – the payments technology giant saw a year-on-year increase in likes of more than 100%. Visa has been driving social media activity in the past year through its London 2012 Olympics sponsorship.

MasterCard climbed the table from 9th in 2012 to become the second most-liked brand – and is this year’s second biggest mover, going from 1.2m likes to 5.65m in the past year. MasterCard has continued to offer giveaways to customers who check in via Facebook Places.

Indian banks continue to grow in online presence, with two banks making it to the top ten for the first time: HDFC and ICICI. HDFC has seen massive improvement in the past year, with an annual increase from 45,000 to almost 3m likes. ICICI also posted an impressive increase in likes since 2012, from 98,000 to 2.7m.

Turkish bank Garanti dropped from 7th place to 13th despite achieving an increase in the number of likes from 1.2m to 1.5m.

Gaining 4th place was Brazil’s Banco Bradesco, followed by American Express (#5) and Capital One (#6).

Just missing out on the top 10 is Santander at 11th most liked. Big players placing further down the list include US Bank (#63), HSBC (#35) and BBVA (#22).

A full list of the top 100 most liked financial institutions on Facebook, including the top 20 most improved in likes, will be available later this month.


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