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Power 100 Social Media Rankings for Banks

The top 100 banks on Facebook, Twitter and YouTube ranked by their overall social media activity during the third quarter of 2014.

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The Financial Brand enables Power 100 users to rank banks and credit unions by their overall level of social media activity. These rankings are based on a score calculated in the following manner:

  • 1 point for every 1,500 Facebook ‘Likes’
  • 1 point for [Facebook ‘Talking About’] x [Facebook Engagement Rate] ÷ 20
  • 1 point for every 500 Twitter followers
  • 1 point for every 1,000 tweets sent
  • 1 point for every 15,000 YouTube video views
  • 1 point for every 50 YouTube subscribers

While the system is subjective, it has been carefully weighted (1) to adjust for the relative value of each social channel, (2) based on the range and averages for the financial industry, and (3) to adjust for the ease/difficulty of growing an audience in each channel.

Related Power 100 Rankings for This Quarter:

The Top 100 Banks Using Social Media

# Bank Area Total
Facebook
Likes
Total
Twitter
Followers
All-Time
YouTube
Views
Power
100
Score
1 Wells Fargo USA 733,800 118,000 37,715,149 3,578
2 BofA USA 2,000,000 345,000 18,907,901 3,548
3 Capital One USA 3,200,000 101,000 951,517 2,517
4 ICICI Bank IN 3,100,000 16,800 1,720,243 2,516
5 Chase USA 2,700,000 33,000 3,791,566 2,191
6 Axis IN 2,800,000 19,700 2,552,916 2,178
7 Citi USA 1,100,000 347,000 7,430,423 2,058
8 GT Bank NIG 2,300,000 161,000 306,836 1,940
9 HDFC IN 2,300,000 17,400 1,030,633 1,688
10 USAA USA 713,400 72,700 10,640,774 1,501
11 Maybank MAS 1,200,000 88,500 6,329,683 1,482
12 Credit Suisse CH 71,200 76,900 11,760,911 1,094
13 Kotak Mahindra IN 225,700 101,000 9,075,726 1,025
14 CIMB MAS 1,300,000 52,600 86,600 1,000
15 FNB SA 662,000 45,200 1,954,834 926
16 Goldman Sachs USA 30,500 213,000 3,333,755 855
17 CIBC CAN 277,800 87,000 6,560,973 855
18 Scotiabank CAN 597,200 50,800 3,856,212 816
19 Natwest UK 226,700 41,800 5,572,839 812
20 Barclays UK 538,000 41,300 2,846,894 766
21 Commonwealth AUS 598,200 43,200 1,770,895 689
22 IDBI IN 827,800 11,000 190,041 683
23 E*TRADE Bank USA 79,000 11,700 623,374 679
24 United Bank for Africa NIG 823,800 14,300 347,647 626
25 RBC CAN 252,400 38,600 4,701,359 609
26 HSBC UK 164,200 10,900 3,802,259 588
27 Standard Chartered UK 231,600 27,200 4,662,705 545
28 Santander (UK) UK 130,500 3,122 4,925,586 500
29 Associated Bank USA 9,200 22,800 418,521 500
30 PNC USA 174,100 11,600 2,813,794 497
31 TD Bank USA 529,100 28,000 129,135 488
32 Bank of the
Philippine Islands
PHP 560,600 22,200 148,505 478
33 Emirates NBD UAE 228,500 3,484,937 439
34 OCBC SG 547,200 7,889 542,159 433
35 FirstBank NIG 402,500 56,200 68,251 426
36 OCBC MAS 547,100 19,000 404
37 NAB AUS 129,400 29,200 2,630,641 380
38 State Bank of India IN 373,200 18,000 119,440 376
39 Access Bank NIG 186,200 37,100 342
40 RAKBANK UAE 129,000 35,400 1,960,470 321
41 Westpac AUS 140,800 27,100 2,108,383 306
42 Equity KEN 327,900 21,400 78,154 303
43 ANZ AUS 145,400 39,200 999,935 303
44 Stanbic NIG 166,200 55,900 535,718 302
45 Lloyds UK 58,700 37,700 818,869 291
46 DBS SG 240,600 7,296 797,200 286
47 Nedbank SA 97,800 32,200 1,394,784 285
48 Absa SA 174,600 26,100 790,995 285
49 Sterling NIG 341,200 8,147 135,918 270
50 Regions USA 102,000 13,300 947,805 262
MARQUIS | TriggerPro
# Name Area Total
Facebook
Likes
Total
Twitter
Followers
All-Time
YouTube
Views
Power
100
Score
51 Ally Bank USA 151,500 17,400 957,732 253
52 Allied Irish Bank IE 51,600 28,500 1,733,291 250
53 UBS UK 29,300 61,000 1,158,010 247
54 KCB KEN 125,000 45,500 180,758 244
55 ING Vysya IN 243,900 15,900 23,452 236
56 US Bank USA 175,700 15,900 577,594 208
57 Standard Bank SA 43,700 40,100 535,718 206
58 BNZ NZ 28,500 11,900 1,623,259 204
59 Happy State USA 5,400 1,091 2,109 203
60 Capital One 360 USA 76,900 43,200 254,890 186
61 ASB NZ 128,000 13,300 631,685 181
62 Silicon Valley Bank USA 3,100 12,800 834,754 177
63 Bank of Queensland AUS 20,000 3,462 2,133,244 172
64 ANZ NZ 66,200 10,700 1,144,256 162
65 Fifth Third USA 137,500 24,800 208,153 161
66 Simple USA 72,800 41,100 159
67 RBS UK 60,400 6,436 1,098,301 158
68 Virgin Money UK 20,100 27,400 900,229 158
69 SkyBank NIG 189,100 6,387 90,459 156
70 Bank of Montreal CAN 65,700 25,600 544,317 147
71 First Direct UK 31,100 4,185 939,261 145
72 Mashreq UAE 170,900 10,000 141
73 Capitec SA 122,700 12,400 287,598 140
74 Tangerine CAN 39,800 23,100 295,527 121
75 SunTrust USA 41,300 5,901 83,343 107
76 Westpac (NZ) NZ 30,400 4,496 702,471 98
77 BBVA Compass USA 90,000 6,982 158,910 97
78 ING Groep NL 19,700 16,800 660,152 92
79 Emirates NBD UAE 38,900 85
80 BMO Harris USA 53,800 3,138 145,615 82
81 NetSpend USA 41,500 19,200 32,087 81
82 RBS Citizens USA 64,500 10,500 2,459 80
83 Kiwibank NZ 25,200 6,226 557,377 79
84 Union USA 44,100 9,048 178,191 75
85 UBank AUS 31,200 8,496 253,731 74
86 RaboDirect IE 10,300 15,600 318,961 68
87 Investec SA 17,100 9,722 355,249 67
88 Bankwest AUS 47,100 10,500 44,694 65
89 Huntington USA 63,000 7,206 13,973 65
90 Bank of the West USA 37,900 5,365 241,296 64
91 Bank of Ireland IE 11,000 9,184 154,225 62
92 M&T Bank USA 75,300 4,538 61
93 Wema NIG 58,500 8,692 1,999 61
94 National Bank
of Canada
CAN 31,000 3,247 291,861 57
95 TSB Bank NZ 27,600 919 473,979 56
96 PC Financial CAN 54,500 5,576 54
97 FirstBank USA 32,000 2,302 300,367 53
98 First National
of Omaha (NE)
USA 8,700 4,112 21,032 52
99 Santander (US) USA 35,100 1,606 71,633 47
100 Umpqua USA 40,200 4,979 26,361 46

Note: All data covers social media activity through July, August and September 2014. Data is collected at the end of the quarter. Facebook engagement rates are calculated by dividing the number of users talking about a brand by the number of fans that brand has.


Jeffry PilcherLearn from the brightest minds in banking at The Financial Brand Forum 2017 — three days jam-packed with the latest ideas, insights and innovations that are transforming financial marketing today.

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Comments

  1. Ryan Kroll says:

    Social media bank ratings is intereseting but how do you monetize it? What evidence can you provide that popular and entertaining content on-line translates into more busines? Does a funny You Tube ad actually convince someone to change banks? Please show the data that twitter followers benefit the bottom line.I have yet to see such data.

  2. Ryan, actually The Financial Brand thinks 90% of institutions using social media today are wasting their time. But that’s not stopping them. We stopped fighting the tide a couple years ago. Financial institutions want to use social media, no matter what, so we created this index that lets them compare results and see for themselves which institutions generate what kind of traction. We publish these lists not because we necessarily believe social media is a wonderful tool for new business, but rather because we can generate pageviews from our core audience around an issue they find important.

  3. Pedro Arce says:

    Hi, one question & one observation

    – Why are these rankings not considering LATAM and Europe (aside from GB)?

    + In regards of the previous commment from the Editor, I find a bit surprisig that the Financial Brand’s point of view on Social Media has not changed at all in 4 years time, moreover when the nature, reach and opportunities of this environment has evolved dramatically.

    From my humble perspective, providing an answer with a link to a 4 year-old article, at the same time you state you are publishing something you do not believe in (but generates site visits), is quite unproffesional. Again, just my opinion.

  4. Pedro,

    The site is intended for financial institutions who conduct their marketing in English. This isn’t out of any bias; it’s a practical reality of marketing: language is central to communications. So we aren’t discriminating against banks in other parts of the world so much as we are trying to provide our core audience with resources they can use. While institutions conducting their marketing in other languages may be finding success in social channels, there isn’t much The Financial Brand’s audience can learn from those whose marketing they can’t decipher. There are also cultural and regulatory considerations when looking at what non-English financial institutions are up to. For what it’s worth, there are actually 14 different countries besides the US and UK that are represented in the database.

    As for the role of social media in banking, our position has remained fairly consistent over the years. We continue to assert that social media is generally a waste of time for 90% of institutions using it. Does social media work for some large institutions? Yes, a point we’ve stressed many times over the years. Should large institutions provide service in social channels like Facebook and Twitter? Generally yes, another point we’ve made frequently. But people tend to only think about large banks when discussing social media’s role in the financial industry. The reality is that there are only a few hundred financial institutions on the planet — no more than 1,000 — with the scale, size and critical mass to accomplish anything truly worthwhile in social channels (granted, there are a handful of exceptions among smaller institutions).

    When people dole out social media advice to the financial industry, they are almost always thinking of megabanks with tens of thousands of employees and billions in assets — BofA, Citi, Chase, Wells Fargo, Barclays, BBVA, Santander, etc. And that’s who the Power 100 database is really intended for. But industry observers and pundits aren’t thinking about the $350 million credit union that has two people in its marketing department. They aren’t thinking about the $750 million community bank with an annual marketing budget around $500,000. If you spend any amount of time talking to these smaller institutions — of which there are over 12,000 in the U.S. alone — you’ll see that social media doesn’t really pencil out. There are many things they could be doing today instead of social media — things that have been proven to generate new business. If they lack the bandwidth to tackle those items, how can they justify prioritizing social media activities with a vague ROI, especially when they don’t gain any (meaningful) traction?

    The Financial Brand has been tracking thousands of banks and CUs on Facebook, Twitter and YouTube; no one spends more time looking at what more financial institutions are doing in social channels than us. We look at thousands upon thousands of accounts at least four times a year. And what do we see? We see a lot of financial institutions struggling. We see a lot of banks and CUs putting forth a significant amount of effort for (basically) zippo in return. For every one financial institution with 1,000+ followers on Twitter, there are 100 others that have around 100 followers. Same thing on Facebook. And the situation is even worse on YouTube. This represents an opportunity cost of time.

    When it comes to social media strategies in banking, The Financial Brand thinks about two very distinct, different groups: big banks, and everyone else. So it’s not to say social media is a waste of time for banks and credit unions. It’s to say that social media is a waste of time for most smaller banks and credit unions. There are way more institutions engaged in social media than there should be today. Most institutions generate no traction, no success, no results. They don’t have the time, manpower, resources to do it right. And they have more important priorities they need to tackle — low-hanging fruit, with a clear/obvious impact on their bottom line. So why do they bother?

    Look through the library of 200+ articles we’ve published on social media, and you’ll see that our coverage of the subject has been fair and professional… but also realistic, practical and unfiltered. We’ve preached our sermons and offered our advice. That hasn’t stopped smaller institutions from doing what they want to- and are going to do anyway. Are we frustrated? Yeah, we are. We don’t like seeing people waste their time.

    Respectfully,

    Jeffry Pilcher
    Publisher
    The Financial Brand

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