Much recent attention has been given to the potential business applications of Twitter, but there is virtually no hard data available that sheds light on how financial institutions, in particular, are actually using this social media tool.
What the study shows us is that financial institutions, especially community banks and credit unions, tend to be ahead of the curve in utilizing Twitter to share news and information to consumers and to solve banking issues when needed. The “Twitter style” of these organizations can be classified into six “personas”: problem solvers, community activists, informers, communicators, social butterflies and sideliners/placeholders.
Financial institutions are among thousands of organizations that use Twitter to communicate with their audiences. Some banks and credit unions use it hourly while some use it sporadically. The purpose of this research is to identify the primary uses of Twitter by financial institutions to better understand what information they deem important enough to share.