Having a hard time reaching your bank’s customer service department by phone? Wish you could just tweet them instead? Well don’t hang up that phone just yet.
A new study by The Financial Brand shows that more than 1 of every 5 banks that have tried Twitter have already abandoned the social-media platform.
Even those banks that haven’t walked away from Twitter aren’t what most folks would consider to be avid and active users.
Of those banks actively tweeting in the past year, one in four averaged at least one tweet per day. 50% of banks studied sent less than one tweet every three days. One in 10 banks (11.3%) sent fewer than 20 tweets… that’s total — all year long.
Three banks actually deleted tweets, resulting in a net negative for the number of tweets they “sent” last year.
Or for a look at a financial services company that “gets” the whole social-media thing, check out our story on American Express and Gen Y.