This research study asks if consumers really want to “join the conversation” with banks? Are they even “listening?” Has the financial industry’s rush to social media paid off? Or not?
In the last five years, banks and credit unions have increasingly relied on social media as a communications channel. Most if not all of the largest U.S. banks have a presence on one or more of the top social media sites, and they are using this channel to communicate product changes, service enhancements and other happenings that are of relevance to customers.