Financial institutions of all sizes are creating Twitter accounts to communicate with customers and the public. As one might expect, the use of Twitter accounts by community banks varies tremendously, as outlined in "The Banking Twittersphere," a report published in May by the William Mills Agency, which examined 1,176 tweets by more than 60 financial institutions over a 30-day period. Institutions are showing "Twitter personas," or styles, in how they communicate, and there are marked differences in average number of tweets generated by big banks, regional banks and community banks. As one public relations and communications tool of many, Twitter will likely grow in importance to community banks. To use it most effectively, community banks should promote their Twitter address across all appropriate customer touch points, including their Web site, ads, branches and employee e-mail signatures.
with interest T e c h T a l k Do You ? greetings (6.5 percent), product promotions (2.7 percent), industry news, such as comments on the recession, Tweet regulations or personal- finance issues (2.1 percent) and vendor discussions, such as updates on new technol- ogy (0.1 percent). An example of a commu- Many community banks are adopting Twitter for public communication nity bank using Twitter is North Adams, Mass.-based BY SCoTT MiLLS to share news and information. MountainOne Financial Partners, Institutions are showing “Twitter a holding company with four B y now you know that Twitter is the hot new public com- munication medium where users, personas,” or styles, in how they communicate, and there are marked differences in average community banks. Liz Bissell, vice president, says MountainOne has four Twitter both individuals and organiza- number of tweets generated by persona styles. tions, post messages (or “tweets”) big banks, regional banks and Bissell advocates creating an with 140 or fewer characters. community banks. editorial calendar for sending Financial institutions of all sizes Followers can be customers, tweets regularly, establishing are creating Twitter accounts to potential customers, vendors and a formal bank policy on using communicate with customers others. Some financial institu- Twitter and educating employ- and the public. The adoption of tions use Twitter as a way to ees on use and the bank’s goals. this platform may prove to be recruit new members by sharing Bissell says her company’s policy the fastest of any te
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