How banks relate with customers through social media

Some Deposit Money Banks in Nigeria are taking appreciable steps to connect with their customers through social media. As a bank customer, you need to be aware of this and see how this can enhance your banking experience.

In some developed countries, bank customers no longer wait in queues to talk to their banks, not even on the telephone.

Today, customers are able to quickly raise their issues through social media, and it has become an important method for banks to build relationships with their customers and to reach a younger audience.

As is true for success in any business, it is important to be where your customers are, and future banking customers are online.

According to econsultancy.com, the following are ways banks use social media to connect with customers.

Twitter

Some Nigerian banks have a number of Twitter accounts for different areas of business, sponsorships and services, including careers, sponsorships and mobile banking.

Banks get big following through the Twitter. They regularly post content relating to their various products and other partners. They also post feeds relating to some competitions they are sponsoring or certain promos or campaigns they are running. Some banks push out regular content generally about financial services and the economy.

Other banks promote their Twitter customer service through a link from their website, actively encouraging customers to contact them via Twitter.

Some banks respond to queries/complaints via Twitter Monday-Friday between 8am and 8pm, meaning that potentially complaints and criticisms could be unanswered.

However, during the working hours, banks should be quick to reply to Tweets; although having a 140 character limit means that they often spend quite awhile trying to resolve the issue publicly via Twitter before eventually asking customers to send an email.

Facebook

Banks regularly updates their Facebook page and have received over thousands ‘likes’. Similar to their Twitter account, some banks delivers customer service through Facebook, responding to comments and wall posts and engaging with customers between 8am and 8pm, Monday-Friday.

They also use their Facebook page as a promotional tool, advertising competitions or promos or campaigns they are running; promoting their services and products such as personalised debit cards, dollar cards and pushing other campaigns.

When banks launch new products, they run live discussions on Facebook everyday of the week.

This enables some customers to join a live discussion with senior bank personnel around their products.

LinkedIn

Some banks do have a LinkedIn presence, but most often use the main profile page for recruitment, posting job vacancies and other things.

There are some areas on their profile that are still incomplete, and banks could make better use of its profile page to highlight their products and services.

However, unfortunately, some banks are less active on LinkedIn

Google+

While some Nigerian banks do have a Google+ page, they are not actively posting on the page.

Some banks have a few different Google+ pages, but most of them are not actively used.

Summary

Overall, while some banks have a presence across the main social media platforms, they are not focusing on them enough. For a number of them, their social media platforms are inactive. Customers could help them to become active by regularly engaging them on these platforms.

Some banks focus on using Facebook and Twitter to deliver customer service. This is the norm even in some developed countries.

Most of the banks are usually shying away from complaints on social media, and are quickly acting to appease disgruntled customers.

This shows that they all place importance on these platforms for interaction with their customers, even if most of the issues cannot be solved over the social media and require following up by telephone or email.

But there is room for banks to use Google+ and LinkedIn to engage with current customers and potential customers, and to get more creative with their content across all platforms.

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