Power 100 Social Media Rankings for Retail Financial Institutions

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Here are the top 100 retail financial institutions on Facebook, Twitter and YouTube ranked by their Power 100 score for the second quarter of 2013. If you think your bank or credit union should be listed and it isn’t, click here.

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social_media_power_100_rankingsBanks and credit unions have been criticized for being slow to adopt social channels. This simply isn’t true. The financial industry has been among the most aggressive sectors to engage in social networks. But their results have varied widely. Only a handful have been able to build social communities of any significance.

To strip out some of the subjectivity associated with use of social channels, The Financial Brand has partnered with Unmetric to bring you the Power 100 rankings for banks and credit unions.

Since last April when the database was last updated, BofA jumped up two spots to #4 due to a huge surge in YouTube video views (many of those stemmed from a new TV ad campaign the bank debuted). BofA bumped both E*Trade and HDFC down a spot.

Navy FCU is the only credit union in the top 25 overall, but they edged up a couple spots into #12. A total of 21 credit unions worldwide made the top 100.

All four of the big US retail banks are in the Power 100’s top 10.

TD Canada dropped down spots because they deleted their Facebook page. Similarly, Bank of Ireland slid 35 spots because they have instituted a country block on their Facebook page (users in the US aren’t allowed to see their page).

There are eight new inductees to the Power 100 list this quarter: Firstmark Credit Union, I-C Credit Union, GTE Financial, Iberia Bank, Randolph Brooks Credit Union, Sterling Bank, VyStar Credit Union and National Bank of Canada. However, Sterling Bank and VyStar Credit Union both saw huge spikes in their scores caused by wildly huge — and undoubtedly temporary — increases in their Facebook fan engagement rates. BBVA Compass dropped 18 spots in this quarter’s rankings for specifically that reason.

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How is the Power 100 “Total Score” calculated?

The Financial Brand enables Power 100 users to rank banks, credit unions or both 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

It takes a total score of at least 21 break into the top 100 overall. A score of at least 10 is required to make it into the list of top 100 banks only, or a score of at least 6 for credit unions only.

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.

The Top 100 Banks & Credit Unions Using Social Media

Financial Institution Type Area Rank
±		 Facebook
Likes		 Twitter
Followers		 Tweets
Sent		 YouTube
Views		 Power
100
Total
Score
1 Chase Bank USA – 3,794,363 22,279 559 116,052 2,589
2 Capital One Bank USA – 2,886,260 74,703 3,410 4,671,644 2,454
3 ICICI Bank Bank IN – 2,279,021 8,419 13,571 1,124,893 1,753
4 BofA Bank USA +2 1,013,123 199,594 1,926 5,138,842 1,732
5 E*TRADE Bank Bank USA -1 68,561 11,883 614 12,318,934 1,424
6 HDFC Bank IN -1 1,585,454 7,794 7,350 304,242 1,135
7 Citi Bank USA – 736,466 149,319 7,305 2,770,748 1,121
8 Axis Bank IN – 1,311,641 2,128 776 1,090,963 1,006
9 GT Bank Bank NIG – 1,239,860 51,976 10,302 285,514 1,000
10 Wells Fargo Bank USA – 522,071 44,117 2,806 5,550,920 868
11 Credit Suisse Bank CH – 57,730 18,760 1,868 9,469,284 752
12 Navy CU USA +2 731,758 12,285 2,411 351,212 634
13 Bank of Nova Scotia Bank CAN +2 215,698 23,468 310 5,327,547 573
14 FNB Bank SA -1 387,253 28,580 122,685 943,544 525
15 Commonwealth Bank AUS -3 443,838 21,802 9,107 1,621,386 490
16 Barclays Bank UK +2 215,559 13,844 22,123 1,993,759 452
17 HSBC Bank UK +10 113,737 4,572 12,416 1,759,131 325
18 TD Bank Bank USA +11 311,253 18,142 35,339 87,183 290
19 Standard Chartered Bank UK +15 130,543 19,688 2,221 2,252,112 288
20 PNC Bank USA +1 129,088 8,412 2,788 2,577,789 285
21 NAB Bank AUS -5 99,486 17,213 12,358 2,043,271 281
22 BMO Harris Bank USA +57 25,498 1,127 1,098 290,224 259
23 Goldman Sachs Bank USA -1 26,314 52,396 1,521 937,859 246
24 Ally Bank Bank USA -5 95,943 13,270 16,294 1,060,604 205
25 Kotak Mahindra Bank IN +8 63,711 38,664 5,305 961,940 195
26 Bank of the
Philippine Islands		 Bank PH -3 203,070 9,569 14,166 143,958 185
27 Santander Bank UK +24 68,994 850 3,136 1,429,084 177
28 Thrivent CU USA -2 207,264 8,314 2,455 41,507 175
29 ING Direct Bank CAN +7 27,643 13,379 9,588 1,319,512 163
30 Lloyds TSB Bank UK – 65,207 15,092 27,113 623,800 150
31 RBC Bank CAN -11 131,309 4,807 2,424 222,073 138
32 Capital One 360 Bank USA -7 63,837 41,486 6,840 N/A 132
33 US Bank Bank USA -1 100,922 4,879 1,192 641,482 128
34 Westpac Bank AUS -3 60,301 15,223 7,954 410,520 127
35 Bank of Montreal Bank CAN +22 36,645 7,417 4,745 31,830 118
36 Absa Bank SA +2 104,944 7,899 10,418 186,436 117
37 TD Canada Bank CAN -20 N/A 22,214 17,353 552,490 116
38 ING Vysya Bank IN +31 80,995 38 26 4,821 114
39 ASB Bank AUS -2 69,442 9,251 10,715 389,033 106
40 Virgin Money Bank UK -5 17,149 14,884 5,748 720,808 104
41 Nedbank Bank SA +8 30,851 12,234 22,948 76,709 91
42 BBVA Compass Bank USA -18 80,172 4,555 5,135 15,982 89
43 Silicon Valley Bank Bank USA -1 2,172 7,988 6,171 437,152 86
44 Standard Bank Bank SA -4 17,059 15,627 21,108 176,358 84
45 Capitec Bank SA -2 79,220 6,267 4,855 17,704 76
46 SunTrust Bank USA -1 22,749 4,072 41,535 76,028 75
47 Mountain America CU USA -3 93,490 4,641 925 17,117 74
48 First Direct Bank UK -2 27,699 2,053 4,882 560,723 71
49 ANZ Bank AUS +3 41,741 7,652 5,066 164,154 68
50 UBank Bank AUS -11 22,434 6,764 5,349 314,298 67
51 CIBC Bank CAN +40 34,630 6,707 3,203 73,533 65
52 Regions Bank USA +1 22,702 6,870 12,186 246,527 62
53 OCBC Bank SG +11 34,312 1,791 5,197 87,608 60
54 Union Bank USA +1 22,722 6,724 1,889 341,010 55
55 United Bank for Africa Bank NIG -8 67,306 2,222 2,544 14,897 55
56 Credit Union Australia CU AUS -6 77,531 N/A N/A 6,991 53
57 America First (UT) CU USA -1 60,914 2,877 2,096 10,592 52
58 Firstmark CU USA +95 7,120 1,537 1,672 7,621 49
59 DBS Bank SG +1 16,907 2,792 12,698 157,309 47
60 I-C CU USA +89 1,170 N/A N/A 637,837 47
61 The Golden 1 CU USA -3 36,870 7,564 1,099 1,190 41
62 Investec Bank SA +4 10,361 6,382 1,295 205,362 41
63 Allied Irish Bank Bank IE -35 8,488 9,555 2,366 145,539 40
64 Kiwibank Bank NZ -5 16,037 4,213 3,373 231,720 40
65 Bank of the West Bank USA +7 25,520 671 1,403 225,545 38
66 Wema Bank NIG -5 39,249 4,187 3,136 830 38
67 Co-Operatiive Bank Bank UK -4 27,828 6,313 3,635 24,812 38
68 GTE Financial CU USA +70 10,565 417 1,290 7,033 36
69 RBS Citizens Bank USA -2 22,333 6,408 8,226 186 36
70 Citizens Bank (PA) Bank USA -2 22,332 6,403 8,221 186 36
71 BNZ Bank NZ -17 14,028 6,671 10,655 N/A 34
72 Iberia Bank USA +78 17,743 351 520 N/A 33
73 RaboDirect Bank IE – 8,516 2,240 3,189 261,888 33
74 FirstBank Bank USA +19 19,825 473 291 44,307 32
75 OnPoint CU USA -10 26,416 2,715 7,178 5,979 31
76 Vancity CU CAN +5 5,033 5,041 6,043 91,549 30
77 Nationwide Building Society CU UK -6 10838 3542 4692 98827 30
78 Bankwest Bank AUS -30 21,618 4,412 3,775 12,818 29
79 First Community (OR) CU USA -9 207 13,250 2,156 N/A 29
80 Coutts Bank UK -3 2,928 9,603 3,511 17,046 28
81 Associated Bank Bank USA -3 2,531 1,335 2,367 286,601 28
82 First Tech CU USA -7 2,574 861 906 327,059 27
83 Randolph-Brooks CU USA +25 5,152 2,585 5,080 12,051 27
84 Bank of Melbourne Bank AUS -8 24,850 2,241 4,106 14,929 27
85 RBS Bank UK – 12,070 2,379 6,619 46,469 27
86 Umpqua Bank USA +1 21,222 3,596 3,488 N/A 25
87 Huntington Bank USA -5 15,791 4,622 2,505 9,686 25
88 BECU CU USA -8 16,638 3,381 1,318 54,608 24
89 Sterling Bank Bank USA +185 1,555 549 927 3,235 24
90 Suncoast Schools CU USA +4 28,894 99 1 15,927 23
91 South Carolina CU USA -8 2,345 3,475 6,713 91,928 23
92 Fifth Third Bank USA -3 15,855 4,721 1,800 9,602 23
93 Bank of Hawaii Bank USA -3 14,988 3,508 4,753 7,988 23
94 Servus CU CAN -6 1,343 3,356 6,959 97,484 23
95 Oklahoma Employees CU USA -11 882 2,695 16,433 N/A 23
96 PC Financial Bank CAN +1 23,288 2,061 1,900 N/A 22
97 VyStar CU USA +149 4,383 655 1,800 5,070 22
98 Arvest Bank Bank USA -6 16,070 3,990 2,031 N/A 21
99 Nevada State Bank Bank USA -13 23,324 840 1,376 28,484 21
100 National Bank of Canada Bank CAN +3 19,353 1,379 1,782 9,374 21

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

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