FAQs About The Financial Brand’s Social Media Rankings
Here are answers to common questions about The Financial Brand’s “Power 100” social media database, a list of the top 100 banks and the top 100 credit unions on Facebook, Twitter, YouTube and Instagram. Note: The Power 100 Database is no longer being updated, and we are no longer accepting new submissions for inclusion.
Who was included in the social media database?
Inclusion in the social media database was limited to financial institutions who (1) provided retail consumer financial services, and (2) conducted the bulk of their marketing in English. This included — but was not limited to — banks and credit unions in the U.S., Canada, the UK, Australia, New Zealand, India, Singapore, the Philippines, Ireland and South Africa. Institutions needed to qualify for ranking inside the top 100 on at least one list before The Financial Brand would begin to collect and report data for any/all channels.
How was the Power 100 “Total Score” calculated?
These rankings were based on a score calculated in the following manner:
- 1 point for every 500 Facebook ‘Likes’
- 1 point for every 1,000 Twitter followers
- 1 point for every 2,000 tweets sent
- 1 point for every 750 Instagram followers
- 1 point for every 500 Instagram posts
- 1 point for every 15,000 YouTube video views
What were the minimum requirements for inclusion?
Every financial institution in the database was required to conduct the majority of their marketing and communications in English, and qualify for inclusion in at least one of the following lists.
| Social Media Channel | Banks | Credit Unions |
|---|---|---|
| Facebook Likes | 154,000 | 16,000 |
| Twitter Followers | 23,800 | 2,215 |
| YouTube Views | 3,690,000 | 1,000,000 |
| Instagram Followers | 15,300 | 2,000 |
What about LinkedIn, SnapChat, TikTok and other social media platforms?
The database was never expanded to include other platforms, channels, sites or stats.
We had multiple Facebook, Twitter, YouTube and Instagram accounts. Which one was used in the database?
If an institution had multiple accounts at any social network, The Financial Brand included only one in the database. This was the Facebook page with the most ‘Likes,’ the Twitter account with the most followers, and the YouTube channel with the most video views.
Why were we omitted?
The database is no longer being updated, so we are unable to add or research institutions that don’t currently appear. Historically, omissions were never intentional — The Financial Brand simply couldn’t track every financial institution’s social media presence manually across roughly 30,000 institutions in the English-speaking world.
Can I add my institution to the social media database?
No. The Power 100 Database is no longer accepting new submissions, and no further updates are being made.
How often was the social media database updated?
We updated stats for all banks and credit unions in our social media database every calendar quarter. All data had to be collected and tabulated manually, as there was no efficient, affordable system to automatically pull stats from social networks.
I submitted my institution, so why isn’t it showing up?
The Power 100 Database is no longer being updated.
The stats for my institution aren’t correct. Can this be fixed?
Because the database is no longer being updated, we’re unable to make corrections to existing entries.
I have a question that isn’t addressed here. What should I do?
Please contact The Financial Brand and we’ll do our best to answer your question.
