Facebook fans still blind to banks
Banking and financial institutions have drawn over 48,000 new Facebook fans on average since February - but still figure the worst in engagement when it comes to other industries.
In its latest Facebook performance report, The Online Circle found that the average number of fans for institutions grew from 534,778 to 937,767.
Despite this, the engagement rate fell from 7 per cent in February to 3.4 per cent, based on an analysis over the four weeks from 13 May to 10 June.
Banks also had the lowest number of fans when compared to the 20 industries analysed in the report. Airline, travel and tourism topped the ladder with more than 8.8 million fans.
In relation to The Online Circle’s February report, chief executive Jeff Richardson said banks often fall short in Facebook engagement because the “fun” approach doesn’t generally work when a financial institution engages with the public.
For the banking sector, Commonwealth Bank once again topped the list for the sector, increasing its fan base by an average of 10.9 per cent. It held a 61.5 per cent share of the Facebook conversation.
This was followed by National Australia Bank (14.6 per cent share), Westpac (7.6 per cent share) and ANZ (5.2 per cent share).
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