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Top 100 Retail Financial Institutions Adding The Most New Facebook Likes

Here are the top 100 retail financial institutions on Facebook ranked by the number of new ‘Likes’ they received in the second quarter of 2013. If you think your bank or credit union should be listed and it isn’t, click here.

Power 100 Main Menu Info Add Your Institution

new_facebook_likesThe Financial Brand partnered with Social Media Explorer to assess how quickly the world’s most successful banks and credit unions on Facebook add new ‘Likes.’ After pulling the stats for roughly 500 financial institutions over the last two quarters, we now have the data to run an in-depth analysis — the first of its kind anywhere in the retail banking sector.

Crunching the numbers, one thing becomes painfully clear: Financial marketers shouldn’t expect to add thousands of new ‘Likes’ every quarter. That’s extremely hard to do, even for the best banks and credit unions on Facebook today. The “Power 100” database encompasses the world’s top performing financial institutions on social networks, and even among this crowd the number of new ‘Likes’ is typically around 200 per quarter, or about two new ‘Likes’ every day.

Among the 500 banks and credit unions in the “Power 100” database, two thirds added less than 500 new ‘Likes’ in the last 90 days. One in 14 financial institutions actually lost ‘Likes’ — net negative “growth.” And keep in mind: These are some of the biggest financial institutions on earth, and they are throwing significant resources — both manpower and money — at their social media initiatives.

The number one reason financial institutions lose Facebook fans: contests. Banks and credit unions love hosting giveaways on their Facebook pages. These work like artificial sweeteners though, dragging in prize-seekers who have no intention of maintaining a social connection with a financial institution for any length of time. They are there to win something — and that’s it. The financial institution may see a big — and temporary — spike in ‘Likes,’ but as soon as the contest ends a flood of quasi-fans runs for the exit.

If you took the totals for the top 100 retail financial institutions that added the most ‘Likes’ on Facebook, you’d have an impressive 2.6 million new ‘Likes’ in 90 days. But 72% of those new ‘Likes’ belong to the top 10. Those near the bottom of the “Top 100” list are barely adding 10 new ‘Likes’ a day, which might sound impressive to a financial institution with $200 million in assets, but for banks with millions of customers and billions in assets it’s barely a blip on the screen.

Similar Lists:

Social Media Explorer

Retail Financial Institutions With The Most New Facebook ‘Likes’ In The Last 90 Days

Rank Financial Institution Type Area Most New
Likes
(Last 90 Days)
Growth
in Likes
(Last 90 Days)
# of
Facebook
Likes
1 ICICI Bank Bank IN 404,213 21.56% 2,279,021
2 Axis Bank IN 328,065 33.35% 1,311,641
3 TD Bank Bank USA 219,456 239.07% 311,253
4 Navy CU USA 211,137 40.55% 731,758
5 GT Bank Bank NIG 194,568 18.61% 1,239,860
6 BofA Bank USA 169,625 20.11% 1,013,123
7 Barclays Bank UK 114,277 112.83% 215,559
8 Commonwealth Bank AUS 84,026 23.35% 443,838
9 Citi Bank USA 60,625 8.97% 736,466
10 ING Vysya Bank IN 59,064 269.32% 80,995
11 FNB Bank SA 50,584 15.02% 387,253
12 HDFC Bank IN 48,383 3.15% 1,585,454
13 Bank of Nova Scotia Bank CAN 47,073 27.92% 215,698
14 Standard Chartered Bank UK 42,338 48.00% 130,543
15 CIBC Bank CAN 30,517 741.96% 34,630
16 Wells Fargo Bank USA 26,896 5.43% 522,071
17 Thrivent CU USA 24,743 13.56% 207,264
18 Bank of the
Philippine Islands
Bank PH 23,204 12.90% 203,070
19 ANZ Bank AUS 20,780 99.14% 41,741
20 Westpac Bank AUS 18,783 45.24% 60,301
21 Nedbank Bank SA 17,266 127.10% 30,851
22 E*TRADE Bank Bank USA 16,947 32.83% 68,561
23 PNC Bank USA 16,698 14.86% 129,088
24 Ally Bank Bank USA 16,648 21.00% 95,943
25 BBVA Compass Bank USA 15,648 24.25% 80,172
26 Capitec Bank SA 15,200 23.74% 79,220
27 Mountain America CU USA 13,039 16.21% 93,490
28 US Bank Bank USA 12,383 13.99% 100,922
29 OCBC Bank SG 11,667 51.52% 34,312
30 Scott CU USA 11,644 280.85% 15,790
31 America First (UT) CU USA 10,646 21.18% 60,914
32 Bankwest Bank AUS 10,258 90.30% 21,618
33 Bank of Montreal Bank CAN 9,827 36.64% 36,645
34 Absa Bank SA 8,774 9.12% 104,944
35 Kinecta CU USA 8,536 118.29% 15,752
36 RBC Bank CAN 6,941 5.58% 131,309
37 Georgia’s Own CU USA 6,678 456.77% 8,140
38 Iberia Bank USA 6,588 59.06% 17,743
39 Umpqua Bank USA 5,908 38.58% 21,222
40 Island Savings CU CAN 5,427 303.02% 7,218
41 Bendigo Bank AUS 5,345 191.71% 8,133
42 NAB Bank AUS 4,875 5.15% 99,486
43 Santander Bank UK 4,648 7.22% 68,994
44 Allied Irish Bank Bank IE 4,590 117.75% 8,488
45 ING Direct Bank CAN 4,583 19.87% 27,643
46 BB&T Bank USA 4,430 50.19% 13,256
47 Suncoast Schools CU USA 4,409 18.01% 28,894
48 BMO Harris Bank USA 4,164 19.52% 25,498
49 Investec Bank SA 4,157 67.01% 10,361
50 Firstmark CU USA 4,112 136.70% 7,120
51 San Diego County CU USA 4,022 35.38% 15,389
52 SchoolsFirst CU USA 4,021 42.37% 13,512
53 FirstBank Bank USA 3,931 24.73% 19,825
54 BNZ Bank NZ 3,669 35.42% 14,028
55 Servus CU CAN 3,587 28.71% 16,079
56 Kotak Mahindra Bank IN 3,578 5.95% 63,711
57 The Golden 1 CU USA 3,498 10.48% 36,870
58 Keesler CU USA 3,372 137.91% 5,817
59 Kiwibank Bank NZ 3,241 25.33% 16,037
60 Standard Bank Bank SA 2,919 20.64% 17,059
61 Travis CU USA 2,894 31.38% 12,117
62 Lake Michigan CU USA 2,815 98.67% 5,668
63 Popular Community Bank Bank USA 2,774 25.17% 13,793
64 SunTrust Bank USA 2,734 13.66% 22,749
65 ASB Bank AUS 2,693 4.03% 69,442
66 Veridian CU USA 2,680 29.54% 11,753
67 Citizens Equity First CU USA 2,571 40.10% 8,983
68 Zions Bank Bank USA 2,560 19.76% 15,513
69 Regions Bank USA 2,558 12.70% 22,702
70 United Bank for Africa Bank NIG 2,514 3.88% 67,306
71 KeyBank Bank USA 2,508 50.75% 7,450
72 National Bank of Canada Bank CAN 2,287 13.40% 19,353
73 VyStar CU USA 2,239 104.43% 4,383
74 Bank of Hawaii Bank USA 2,092 16.22% 14,988
75 RBS Bank UK 2,077 20.78% 12,070
76 First Security (AR) Bank USA 2,050 32.86% 8,289
77 FirstMerit Bank USA 2,045 24.14% 10,516
78 OnPoint CU USA 1,980 8.10% 26,416
79 Assemblies of God CU USA 1,918 40.77% 6,623
80 Bank of the West Bank USA 1,883 7.97% 25,520
81 Credit Suisse Bank CH 1,840 3.29% 57,730
82 DBS Bank SG 1,755 11.58% 16,907
83 Founders CU USA 1,579 12.71% 14,007
84 MidFlorida CU USA 1,577 53.26% 4,538
85 Genisys CU USA 1,572 54.30% 4,467
86 Washington Federal Bank USA 1,473 102.58% 2,909
87 Goldman Sachs Bank USA 1,470 5.92% 26,314
88 PC Financial Bank CAN 1,434 6.56% 23,288
89 America’s First CU USA 1,431 36.26% 5,378
90 Central Florida Educators CU USA 1,366 28.89% 6,095
91 GTE Financial CU USA 1,289 13.90% 10,565
92 Chemical Bank Bank USA 1,266 51.89% 3,706
93 SunState CU USA 1,253 12.52% 11,260
94 Bank of Melbourne Bank AUS 1,198 5.07% 24,850
95 Happy State Bank USA 1,118 35.23% 4,291
96 Bellco (CO) CU USA 1,043 39.17% 3,706
97 Bucks First CU USA 1,030 476.85% 1,246
98 IBM SE CU USA 1,007 18.46% 6,461
99 Numerica CU USA 986 18.99% 6,177
100 INTRUST Bank USA 936 16.90% 6,476

Note: All data covers Facebook activity through April, May and June 2013.

Jeffry PilcherJoin over 1,500 of the brightest minds in banking at The Financial Brand Forum 2017 for three days loaded with the big ideas, strategic insights and latest innovations that are transforming the industry today. Hurry, the countdown is on! The conference kicks off May 17th. Don't wait, register now!

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