In a blog posted today, Visible Banking, a social media watch site, highlighted the 10 most active Twitter accounts from the financial services industry. Coming in at No.1 was Santander (Brazil) with 142 tweets in February 2012.
Since 2009, Visible Banking has been tracking and benchmarking how the global financial services industry uses sites like Twitter to engage with customers. The site now tracks more than 1,700 Twitter accounts in 78 countries. The Top 10 list includes a broad range of accounts focused on various topics like brand, sport, and customer care.
At yearend 2011, Visible Banking revealed that 90% of Twitter accounts in financial services were inactive and only 0.05% of Twitter accounts in financial services were verified, "which seems low from an industry whose reputation has been severely damaged in the last three years and which is eager to improve brand perception and provide better customer care wherever their clients are," Christophe Langlois said in the post.
Since then, just a few banks and insurance companies have started to develop and implement a more structured and engaged content strategy, but most "are clueless in regards to leveraging the popular microblogging service: they still don't have a content strategy and they do a poor job engaging with their customers and their influencers," he went on to say.
Though it's fairly easy to set up a Twitter account, it seems that few auto finance companies are using the social media giant to reach out to customers, prospects, or even employees.