Managing social media assets: how banks harness communications for strategy

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Managing
Social
Media
Assets:
How
Banks
Harness
Communications
for
Strategy

by

Julia
Kiefaber

A
Thesis
Presented
to
the

FACULTY
OF
THE
USC
GRADUATE
SCHOOL

UNIVERSITY
OF
SOUTHERN
CALIFORNIA

In
Partial
Fulfillment
of
the

Requirements
for
the
Degree

MASTER
OF
ARTS

(STRATEGIC
PUBLIC
RELATIONS)

May
2014

Copyright
2014

i

ACKNOWLEDGEMENTS

My
first
and
sincere
gratitude
goes
to
my
thesis
chair
and
fellow
German,
Burghardt

Tenderich,
for
approaching
me
for
this
project
and
guiding
me
through
all
stages
of
this

thesis.
I
would
also
like
to
thank
my
other
committee
members,
Eric
Miller
and
Matthew

Kurt
Le
Veque,
for
their
insightful
comments,
patience
and
enthusiasm
towards
this
thesis.

A
special
thanks
also
goes
to
Holger
and
Joachim
Schmidt
who
had
the
idea
for
this

study.
I
am
very
much
looking
forward
to
continuing
working
with
them
and
transferring

the
insights
to
the
German
market.

Thanks
to
my
dear
friend
and
classmate
Jessica
Hofmann
for
her
continuous
advice,

which
made
me
remain
calm,
balanced
and
focused.

Lastly,
I
would
like
to
express
my
deep
gratitude
and
friendship
to
Larissa
Wessel

who
has
played
a
major
part
in
my
academic
path
since
we
first
met
five
years
ago.
Larissa

continuously
provided
emotional
and
professional
guidance
across
the
Atlantic
Ocean.

ii

THE
TWITTER
GENIE
UNLEASHED

On
November
6,
2013,
JP
Morgan
announced
a
live
Q&A
about
leadership
and
career

advice
to
be
hosted
by
one
of
its
executives
on
Twitter.
This
initial
post
on
JP
Morgan’s

corporate
Twitter
page
introduced
the
#AskJPM
hashtag
to
encourage
participants
to

submit
questions.
1

The
live
chat,
which
was
mainly
aimed
at
students,
was
scheduled
for

November
14.

One
day
after
the
announcement,
JP
Morgan’s
Twitter
team
again
teased
the

upcoming
live
chat
and,
on
November
11,
it
revealed
that
the
respondent
would
be
Jimmy

Lee,
Vice
Chairman
of
JP
Morgan.
2

These
first
few
tweets
flew
under
the
general
public

radar.

On
Wednesday
morning
–
one
day
before
the
scheduled
Q&A
–
JP
Morgan
posted
the

following
seemingly
innocuous
reminder
tweet.

This
was
when
the
idea,
which
had
sounded
so
great
on
paper
–
a
top
executive

interacting
with
his
company’s
hard-‐to-‐impress
millenials
–
desperately
spiraled
out
of

1

The
Financial
Brand.
The
Financial
Brand.
December
10,
2013.

http://thefinancialbrand.com/35532/8-‐lessons-‐from-‐jpmorgan-‐twitter-‐disaster/
(accessed

February
15,
2014).

2

De
La
Merced,
Michael.
After
Twitter
#Fail,
JPMorgan
Calls
Off
Q.
and
A.
November
13,
2013.

http://dealbook.nytimes.com/2013/11/13/after-‐twitter-‐fail-‐jpmorgan-‐calls-‐off-‐q-‐and-‐
a/?_php=true&_type=blogs&_r=0
(accessed
February
13,
2014).

iii

control.
Within
24
hours,
18,669
tweets
using
the
#AskJPM
hashtag
had
been
posted,

almost
all
of
them
not
what
JP
Morgan
had
hoped
for.
3

Twitterers
from
around
the
world
hijacked
the
hashtag
to
unleash
their
frustrations

with
the
bank’s
unethical
behavior.
The
tweets,
most
of
which
would
be
rated
“R,”
were

anything
but
career-‐related
and
included
cynical
questions
about
a
multibillion-‐dollar

trading
loss
that
had
been
caused
by
a
trader
nicknamed
“The
London
Whale”
and
about
the

bank’s
questionably
close
ties
to
the
White
House
and
Washington,
D.C.
Furious
Twitter

users
personally
attacked
the
bank’s
top
managers
with
tweets
such
as
the
following:

“When
Jamie
Dimon
eats
babies
are
they
served
rare?
I
understand
anything
above

medium-‐rare
is
considered
gauche.
#AskJPM”

“What’s
the
best
way
to
get
blood
stains
out
of
a
clown
suit?
#AskJPM”

“Do
your
clothes
fit
better
since
you
don’t
have
the
added
weight
of
a
soul?
#AskJPM”
4

Several
tweets
decried
the
social
media
move
as
a
complete
public
relations
failure:

“Oh
my
lord,
#AskJPM
session.
Will
go
down
as
a
case
study
in
corporate
use
of
social

media.”
5

“Bet
the
JPMorgan
PR
team
is
less
than
thrilled
with
how
#AskJPM
is
going.”
6

3

The
Financial
Brand.
The
Financial
Brand.
December
10,
2013.

http://thefinancialbrand.com/35532/8-‐lessons-‐from-‐jpmorgan-‐twitter-‐disaster/
(accessed

February
15,
2014).

4

The
Financial
Brand.
The
Financial
Brand.
December
10,
2013.

http://thefinancialbrand.com/35532/8-‐lessons-‐from-‐jpmorgan-‐twitter-‐disaster/
(accessed

February
15,
2014).

5

Zeitlin,
Matthew.
JPMorgan
Shows
Exactly
How
To
Not
Use
Twitter.
November
13,
2013.

http://www.buzzfeed.com/matthewzeitlin/jpmorgan-‐shows-‐exactly-‐how-‐to-‐not-‐use-‐twitter

(accessed
February
14,
2014).

iv

That
last
remark
was
very
accurate.
On
Wednesday
evening,
a
couple
of
hours

before
Lee
was
due
to
go
on
Twitter,
JP
Morgan
called
off
the
Q&A.
7

The
news
exploded
and
big-‐name
media
outlets
and
reporters
including
The

Financial
Times
and
Michael
de
la
Merced,
a
writer
for
DealBook
and
The
New
York
Times,

tweeted
about
the
cancellation.
8

JP
Morgan
may
have
called
off
the
PR
stunt,
but
Twitter

users
did
not
abandon
the
#AskJPM
hashtag,
instead
continuing
to
flood
Twitter
with
jokes,

complaints
and
remarks
about
the
epic
social
media
fail.

Bank
of
America
attracted
similar
negative
headlines
in
July
2013,
when
Occupy

activists
blasted
the
bank
for
its
automated
Twitter
replies.
A
protester
had
tweeted
about

his
removal
from
a
Bank
of
America
facility
by
a
New
York
police
officer
and
several
of
his

fellow
Occupiers
retweeted
the
post.
Bank
of
America’s
Twitter
robot
then
stepped
in
and

responded
to
the
posts
with
two
generic
tweets:

6

Bradford,
Harry.
JPMorgan's
#AskJPM
Twitter
Q&A
Canceled
After
Backlash
[UPDATE].
November
13,

2013.
http://www.huffingtonpost.com/2013/11/13/askjpm-‐twitter-‐qa-‐turns-‐i_n_4269795.html

(accessed
February
13,
2014).

7

De
La
Merced,
Michael.
After
Twitter
#Fail,
JPMorgan
Calls
Off
Q.
and
A.
November
13,
2013.

http://dealbook.nytimes.com/2013/11/13/after-‐twitter-‐fail-‐jpmorgan-‐calls-‐off-‐q-‐and-‐
a/?_php=true&_type=blogs&_r=0
(accessed
February
13,
2014).

8

Bradford,
Harry.
JPMorgan's
#AskJPM
Twitter
Q&A
Canceled
After
Backlash
[UPDATE].
November
13,

2013.
http://www.huffingtonpost.com/2013/11/13/askjpm-‐twitter-‐qa-‐turns-‐i_n_4269795.html

(accessed
February
13,
2014).

v

“I
work
for
Bank
of
America.
What
happened?
Anything
I
can
do
to
help?”

“We
are
here
to
help,
listen,
and
learn
from
our
customers
and
are
glad
to
assist
with

any
account
related
inquiries.”
9

The
Twitter
response
algorithm
failed
to
capture
that
the
Occupy
protesters
were

not
seeking
customer
support.
Occupiers’
grievances
piled
up
and
the
“tone-‐deaf
robot”
10

continued
to
recite
textbook
customer
service
responses.
The
bank
was
denounced
for

making
a
“hilariously
epic
mistake”
and
being
“blissfully
unaware
that
it
had
become
the

butt
of
a
million
jokes”
11

by
notable
bloggers,
columnists
and
reporters
outside
of
the

Occupy
movement.

Fiascos
like
this
fuel
other
banks’
fears
of
engaging
on
social
media.
Legal
and

regulatory
requirements
add
to
the
common
practice
of
doing
nothing
so
nothing
goes

wrong.
Whether
due
to
humiliations
like
these,
the
fear
of
making
similar
mistakes
or

breaching
compliance,
the
financial
services
industry
is
in
need
of
strategic
guidance
in
the

social
media
sphere
to
succeed
in
this
no-‐longer-‐accessory
communications
channel.

9

The
Financial
Brand.
BofA’s
‘Tone
Deaf
Robot’
Replies
To
Consumers
With
Boilerplate
Tweets.
July
17,

2013.
http://thefinancialbrand.com/31832/bank-‐of-‐america-‐occupy-‐automated-‐twitter-‐replies/

(accessed
February
15,
2014).

10

The
Financial
Brand.
BofA’s
‘Tone
Deaf
Robot’
Replies
To
Consumers
With
Boilerplate
Tweets.
July
17,

2013.
http://thefinancialbrand.com/31832/bank-‐of-‐america-‐occupy-‐automated-‐twitter-‐replies/

(accessed
February
15,
2014).

11

The
Financial
Brand.
BofA’s
‘Tone
Deaf
Robot’
Replies
To
Consumers
With
Boilerplate
Tweets.
July
17,

2013.
http://thefinancialbrand.com/31832/bank-‐of-‐america-‐occupy-‐automated-‐twitter-‐replies/

(accessed
February
15,
2014).

vi

ABSTRACT

The
goal
of
this
study
is
to
explore
the
current
state
of
the
customer-‐facing
social

media
engagement
of
financial
institutions
and
deduce
actionable
public
relations

recommendations
for
industry
participants.

The
innovation
of
a
social
media
strategy
is
determined
by
two
components,
social

media
users
responding
to
the
strategy
and
the
company
implementing
it.
Firstly,
the
social

media
strategy’s
effectiveness
is
best
determined
by
a
large
and
active
user
base
that

approves
or
disapproves
of
certain
public
relations
approaches
by
engaging
in
a
positive
or

negative
way.
The
second
component
to
the
effectiveness
of
social
media
marketing
is
how

corporations
implement
advanced
strategies
on
social
media
channels.
Outside
of
China,
the

U.S.,
both
from
a
consumer
and
a
corporate
perspective,
represents
a
pioneer
of
social

media
marketing.
The
most
globally-‐prevalent
social
media
platforms,
including,
among

others,
Facebook,
YouTube,
Twitter,
Instagram
and
LinkedIn,
originated
in
the
U.S.
and
are

actively
used
by
U.S.
consumers.
Social
media
trends,
for
instance
user
bases
or
popularity

of
social
platforms,
often
first
emerge
in
the
U.S.
before
spilling
over
to
other
markets.
Major

U.S.
corporations,
including
consumer-‐based
financial
institutions,
are
embracing
the
social

media
arena
as
a
powerful
and
rising
public
relations
tool
to
manage
their
corporate

reputations
and
foster
customer
relationships.

The
effects
of
social
media
marketing
on
reputation,
capital
and
consumer
trust
can

hardly
be
quantified
in
sales
numbers
or
market
shares.
Practitioners
and
scholars
are

recognizing
that
a
return
on
engagement
–
as
opposed
to
a
return
on
investment
–
provides

valuable
insight
into
how
to
leverage
social
media
effectively.

This
study
focuses
on
the
U.S.
social
media
market,
which
has
high
levels
of

innovation
and
adoption
from
both
its
user
and
corporate
sides,
and
aims
to
serve
as
a

vii

benchmark
study
for
other
global
markets.
The
level
of
user
engagement
serves
as
the
main

indicator
in
assessing
the
effectiveness
of
social
media
strategies.

The
author
sampled
four
major
U.S.
banks
and
qualitatively
analyzed
their
social

media
activities
on
Twitter
and
Facebook
during
September
2013.
She
scrutinized
the

collected
data
for
reoccurring
engagement
patterns
and
their
underlying
causes.
The

content
analysis
was
followed
by
an
in-‐depth
interview
with
the
industry
expert
Ron

Piovesan,
Vice
President
of
Strategic
Alliances
for
Hearsay
Social,
to
gain
a
further

understanding
of
areas
that
the
content
analysis
data
could
not
entirely
exploit.

By
combining
insights
from
prior
research
with
the
primary
research
of
this
study,

the
author
deduced
actionable
public
relations
recommendations
to
guide
financial

institutions
toward
successful
social
media
marketing.

viii

TABLE
OF
CONTENTS

ACKNOWLEDGEMENTS
............................................................................................................................................
i

THE
TWITTER
GENIE
UNLEASHED
..................................................................................................................
ii

ABSTRACT
...................................................................................................................................................................
vi

I.
INTRODUCTION
......................................................................................................................................................
1

1.
Qualitative
Vs.
Quantitative
Research
....................................................................................................
1

2.
Need
To
Engage
On
Social
Media
..............................................................................................................
2

3.
Highly-‐Regulated
Environment
.................................................................................................................
5

4.
Forerunners
Herald
Industry
Trends
.....................................................................................................
7

5.
The
Social
Business
........................................................................................................................................
9

II.
PRIMARY
RESEARCH
........................................................................................................................................
14

1.
Research
Questions
......................................................................................................................................
14

2.
Methodology
....................................................................................................................................................
14

III.
RESULTS
...............................................................................................................................................................
28

1.Twitter
Results
................................................................................................................................................
28

2.
Facebook
Results
...........................................................................................................................................
39

IV.
RECOMMENDATIONS
.....................................................................................................................................
45

1.
Combine
a
Variety
of
Engagement
Strategies
...................................................................................
45

2.
Embrace
Platform
Differences
.................................................................................................................
47

3.
Operate
As
Few
Corporate
Accounts
As
Possible
............................................................................
48

4.
Ask
Specific
And
Easily
Actionable
Questions
And
CTA
...............................................................
49

5.
Match
Tone
With
Social
Media
Sphere
.................................................................................................
51

6.
Live
Tweeting
..................................................................................................................................................
51

7.
Use
The
Tag
Feature
.....................................................................................................................................
52

8.
Invoke
The
Brand’s
History
On
Social
Media
....................................................................................
53

ix

9.
Consistently
Follow
The
Customer
Service
Strategy
.....................................................................
54

10.
Make
Use
Of
Industry-‐Tailored
Software
.........................................................................................
56

V.
CONCLUSION
........................................................................................................................................................
58

BIBLIOGRAPHY
........................................................................................................................................................
62

APPENDIX
A
...............................................................................................................................................................
70

Twitter
Coding
Sheets
......................................................................................................................................
70

APPENDIX
B
............................................................................................................................................................
174

Twitter
In-‐depth
Analysis
............................................................................................................................
174

APPENDIX
C
............................................................................................................................................................
182

Facebook
Coding
Sheets
...............................................................................................................................
182

APPENDIX
D
............................................................................................................................................................
220

Facebook
In-‐depth
Analysis
.......................................................................................................................
220

APPENDIX
E
............................................................................................................................................................
223

Biography:
Ron
Piovesan
–
VP,
Strategic
Alliances
at
Hearsay
Social
......................................
223

Interview
Questions
.......................................................................................................................................
224

1

I.
INTRODUCTION

1.
Qualitative
Vs.
Quantitative
Research

The
author
chose
a
qualitative
research
approach
due
to
its
value
for
business

decision-‐making
and
brand
development.
Even
though
the
digital
nature
of
social
media

provides
a
wealth
of
data
for
automated
content
analyses,
research
has
questioned
the

validity
and
reliability
of
these
quantitative
methods.

State-‐of-‐the-‐art
text
analysis
software
still
lacks
the
ability
to
code
the
underlying

sentiments
of
social
media
posts
and
comments.
For
instance,
in
a
content
analysis

conducted
for
the
CBS
organization,
“machine
analysis
lacked
sensitivity
and
coded
the

majority
of
remarks
as
‘passive’;
and
human
analysis
found
a
substantial
majority
were

‘positive.’”
12

The
contexts
surrounding
social
media
posts
or
comments,
as
well
as
irony
and

sarcasm,
are
difficult
for
machines
to
detect.
As
of
now,
automated
social
media
monitoring

tools
are
unable
to
probe
and
explore
the
gaps
between
what
is
said
and
meant
13

and
thus

serve
as
a
“poor
substitute
for
in-‐depth
qualitative
research.”
14

To
achieve
reliability,
social
media
analysis
requires
a
human
perspective
that

understands
the
intention
of
what
consumers
communicate
by
liking,
sharing
or

commenting
or
withholding
from
doing
so.
Each
social
media
post
is
part
of
the
greater

picture
of
a
brand,
its
corporate
reputation
and
its
relationship
to
customers,
and

“qualitative
methods
endeavor
to
provide
greater
detail
to
aid
understanding
a
situation

12

Branthwaite,
Alan,
and
Simon
Patterson.
"The
power
of
qualitative
research
in
the
era
of
social

media."
Qualitative
Market
Research:
An
International
Journal
14,
no.
4
(2011):
432.

13

Gordan,
Wendy,
and
Corr
David.
"The
….
space
….
between
….
words.
The
application
of
a
new

model
of
communication
to
quantitative
brand
image
measurement."
International
journal
of
market

research
:
the
journal
of
the
Market
Research
Society
/
MRS
32,
no.
3
(1990):
409.

14

Branthwaite,
Alan,
and
Simon
Patterson.
"The
power
of
qualitative
research
in
the
era
of
social

media."
Qualitative
Market
Research:
An
International
Journal
14,
no.
4
(2011):
430.

2

that
is
assumed
to
hold
multiple
realities.”
15

Quantitative
methods
analyze
a
larger
portion
of
the
loud
voice
sounding
on
social

media
and
their
use
in
social
media
research
is
prevalent.
A
study
conducted
by
Khang
et
al.

to
explore
social
media
research
trends
found
that
“a
vast
majority
(82.4%)
of
social
media

research
articles
employed
quantitative
methods.”
16

The
lack
of
qualitative
studies
and
inefficiency
of
quantitative
methods
needed
to

accurately
understand
the
underlying
dialogue
spoken
on
social
media
call
for
a
qualitative

and
thorough
assessment
of
social
media
practices.

2.
Need
To
Engage
On
Social
Media

In
the
United
States,
“the
social
media
arena
is
no
longer
a
niche
curiosity”
17

of
a
few

innovative
corporations.
Rather,
consumers
expect
brands
to
offer
a
social
interface,
on

which
they
can
receive
and
exchange
information
from
and
with
the
corporation
and
other

customers.

The
opportunities
that
well-‐constructed
social
media
presences
offer
are
not
only

large
in
number
but
also
often
exclusive
to
those
channels.
Furthermore,
customers
who

use
social
media
platforms
to
interact
with
banks
can
be
described
as
“highly
desirable
as

far
as
demographics
are
concerned.”
18

Gallup’s
most
recent
U.S.
retail
banking
survey
found

that
social
media
users
are
more
likely
than
non-‐users
to
be
young
(averaging
33
versus
46

years
of
age),
male,
affluent
and
revenue-‐generators.
These
likely-‐to-‐be-‐more-‐educated
men

15

Khang,
Hyoungkoo,
Eyun-‐Jung
Ki,
and
Lan
Ye.
"Social
Media
Research
in
Advertising,

Communication,
Marketing,
and
Public
Relations,
1997-‐2010."
Journalism
&
Mass
Communication

Quarterly
89,
no.
2
(2012):
292.

16

Khang,
Hyoungkoo,
Eyun-‐Jung
Ki,
and
Lan
Ye.
"Social
Media
Research
in
Advertising,

Communication,
Marketing,
and
Public
Relations,
1997-‐2010."
Journalism
&
Mass
Communication

Quarterly
89,
no.
2
(2012):
292.

17

Ashok,
Vermuri.
"Getting
Social:
Bridging
The
Gap
Between
Banking
And
Social
Media."
Global

Finance
25,
no.
4
(2011):
18.

18

Youra,
Beth.
Social
Media
Is
Still
a
Worthwhile
Investment
for
Banks.
August
28,
2013.

http://thegallupblog.gallup.com/2013/08/social-‐media-‐is-‐still-‐worthwhile.html
(accessed
October

10,
2013).

3

“have
been
a
difficult
demographic
for
advertisers
to
reach,”
19

especially
with
traditional

communication
channels.
Compared
to
non-‐users,
social
media
users
are
more
likely
to

belong
to
the
“mass
affluent”
(having
more
than
$100,000
in
investable
assets)
as
well
as
to

carry
and
generate
twice
as
much
“revenue
with
their
primary
bank
each
year.”
20

This

segment
of
the
population
incorporates
many
characteristics
that
banks
covet.

Socially-‐engaged
financial
institutions
can
accelerate
brand
awareness
and
deepen

customer
relationships.
21

On
a
peer-‐to-‐peer
basis,
“the
positive
opinions
of
existing

customers
can
help
attract
new
customers.”
22

By
listening
to
customers
critique
and
suggest
improvements,
banks
can
foster

innovation,
“change
managerial
attitudes”
23

and
establish
strong
corporate
images
of
caring

companies.
Ever
since
the
financial
crisis
hit
in
2008,
banks
around
the
globe,
especially
U.S.

banks,
have
suffered
from
severe
damage
to
their
images.
Following
the
onset
of
the

financial
crisis
in
2007-‐2008,
London-‐based
bank
Barclays
manipulated
the
so-‐called
Libor

rate
downward
“to
appear
less
risky
and
insulate
itself.”
24

19

Youra,
Beth.
Social
Media
Is
Still
a
Worthwhile
Investment
for
Banks.
August
28,
2013.

http://thegallupblog.gallup.com/2013/08/social-‐media-‐is-‐still-‐worthwhile.html
(accessed
October

10,
2013).

20

Youra,
Beth.
Social
Media
Is
Still
a
Worthwhile
Investment
for
Banks.
August
28,
2013.

http://thegallupblog.gallup.com/2013/08/social-‐media-‐is-‐still-‐worthwhile.html
(accessed
October

10,
2013).

21

Ashok,
Vermuri.
"Getting
Social:
Bridging
The
Gap
Between
Banking
And
Social
Media."
Global

Finance
25,
no.
4
(2011):
18.

22

Fields,
Nicole.
"Starting
Up
Social
Media-‐Don't
expect
the
process
to
be
a
sprint.
It's
more
like
a

marathon."
ABA
Bank
Marketing
44,
no.
1
(2012):
16.

23

Bonsón,
Enrique,
and
Francisco
Flores.
"Social
media
and
corporate
dialogue:
the
response
of

global
financial
institutions."
Online
Information
Review
35,
no.
1
(2011):
37.

24

Alessi,
Christopher,
and
Mohammed
Ally
Sergie.
Understanding
the
Libor
Scandal.
December
5,

2013.
http://www.cfr.org/united-‐kingdom/understanding-‐libor-‐scandal/p28729#p4
(accessed

March
2,
2014).

4

In
the
aftermath
of
the
Libor
scandal
Barclays
was
fined
$450
million
in
a
settlement

with
British
and
U.S.
regulators
over
rate
fixing
in
June
2012.
CEO
Bob
Diamond
and

chairman
Marcus
Agius
resigned
the
next
month.
25

In
August
2012,
a
joint
New
York-‐Connecticut
investigation
of
Libor
sent
subpoenas

to
seven
global
banks,
among
others
JPMorgan
and
Citigroup,
to
“seek
communication

between
executives
related
to
possible
collusion
that
may
have
played
a
role
in
alleged
rate

manipulation.”
26

Far-‐reaching
scandals
like
these
contribute
to
the
tainted
image
of
financial

institutions.
The
informed
public
perceives
the
financial
services
industry
as
corrupt,

compensation-‐driven
and
lacking
leadership
and
appropriate
regulation.
27

Strategic
social

media
engagement
enables
the
banking
industry
to
increase
its
transparency
and
thereby

move
away
from
its
current
image
as
the
“least
trusted
industry
globally.”
28

Another
benefit
exclusive
to
social
media
marketing
is
that
it
can
“help
establish
a

sense
of
community
by
allowing
consumers
to
interact
with
a
financial
institution
or
other

customers
directly.”
29

Going
beyond
geographic
or
socioeconomic
boundaries,
social
media

enables
banks
“to
extend
customer
relationships
and
build
a
community
in
the
virtual

world.”
30

25

Reuters.
Timeline:
How
the
Libor
scandal
unfolded.
February
6,
2013.

http://www.reuters.com/article/2013/02/06/us-‐libor-‐rbs-‐scandal-‐idUSBRE9150TB20130206

(accessed
March
2,
2014).

26

Reuters.
Timeline:
How
the
Libor
scandal
unfolded.
February
6,
2013.

http://www.reuters.com/article/2013/02/06/us-‐libor-‐rbs-‐scandal-‐idUSBRE9150TB20130206

(accessed
March
2,
2014).

27

Burke,
Laura.
Trust
in
Financial
Services.
January
20,
2013.
http://www.edelman.com/post/trust-‐
in-‐financial-‐services/
(accessed
November
2,
2013).

28

Edelman.
Trust
In
Financial
Services.
2013.
http://www.edelman.com/insights/intellectual-‐
property/trust-‐2013/trust-‐across-‐sectors/trust-‐in-‐financial-‐services/
(accessed
November
20,

2013).

29

Fields,
Nicole.
"Starting
Up
Social
Media-‐Don't
expect
the
process
to
be
a
sprint.
It's
more
like
a

marathon."
ABA
Bank
Marketing
44,
no.
1
(2012):
16.

30

Fields,
Nicole.
"Starting
Up
Social
Media-‐Don't
expect
the
process
to
be
a
sprint.
It's
more
like
a

marathon."
ABA
Bank
Marketing
44,
no.
1
(2012):
14.

5

An
active
social
media
presence
entails
an
additional
very
practical
benefit:
being

found.
Nowadays,
people
research
products
and
services
online
first,
and
“if
a
customer

searches
on
Google,
social
media
pages
and
profiles
are
typically
at
the
top
of
their

results.”
31

Online
community-‐building
has
proven
to
be
very
impactful
in
reputation

management
because
consumers
that
“amplify
the
conversation”
appear
more
authentic

and
trustworthy
than
corporations
themselves.
32

All
of
these
listed
opportunities,
many
of
which
are
exclusive
to
the
online
arena,

underline
the
need
to
engage
on
social
media
“and
it
is
not
too
much
of
a
stretch
to
conclude

that
institutions
that
continue
to
avoid
social
marketing
are
courting
irrelevance.”
33

3.
Highly-‐Regulated
Environment

Regulators
are
starting
to
take
notice
of
social
media
channels
and
have
“announced

the
first
regulatory
audits
to
examine
how
banks
are
interacting
with
customers
through

social
media.”
34

In
January
2013,
the
Federal
Financial
Institutions
Examination
Council

(FFIEC)
proposed
specific
guidance
for
the
use
of
social
media
by
federally-‐supervised

banks
and
certain
nonbank
entities
(collectively,
banks).
35

The
proposed
guidance
stresses

31

Shih,
Clara.
4
Reasons
Why
Insurance
Must
Embrace
Social
Business
in
2014.
December
29,
2013.

http://www.insurancethoughtleadership.com/articles/4-‐reasons-‐why-‐insurance-‐must-‐embrace-‐
social-‐business#ixzz2qc4Q1jbA\
(accessed
January
25,
2014).

32

Ladouceur,
Ronald.
"Sailing
Past
the
Social
Media
Minefields
Proven
ways
that
banks
have
used

social
media
successfully
to
gather
intelligence,
drive
engagement
and
generate
sales."
ABA

Marketing
42,
no.
8
(2010):
41.

33

Ladouceur,
Ronald.
"Sailing
Past
the
Social
Media
Minefields
Proven
ways
that
banks
have
used

social
media
successfully
to
gather
intelligence,
drive
engagement
and
generate
sales."
ABA

Marketing
42,
no.
8
(2010):
40.

34

Camhi,
Jonathan.
2014
Forecast:
The
Evolution
of
Social
Media
in
Banking.
December
19,
2013.

http://www.banktech.com/channels/2014-‐forecast-‐the-‐evolution-‐of-‐social-‐me/240164671

(accessed
February
10,
2014).

35

Federal
Financial
Institutions
Examination
Council
(FFIEC).
"Social
Media:
Consumer
Compliance

Risk
Management
Guidance."
Federal
Financial
Institutions
Examination
Council
(FFIEC).
January
22,

2013.

https://www.ffiec.gov/press/Doc/FFIEC%20social%20media%20guidelines%20FR%20Notice.pdf

(accessed
December
3,
2013).

6

the
need
for
a
risk-‐based
approach
that
includes
“recordkeeping,
oversight,
and

supervision.”
36

The
key
components
of
the
guidelines
are
as
follows:

• Governance
Structure
that
establishes
clear
roles
for
the
board
and
senior

management
and
controls
risk
in
social
media
activities

• Policies
and
Procedures
regarding
the
use
and
monitoring
of
social
media
and

compliance
with
all
applicable
consumer
protection
laws,
regulations
and
guidance;

either
to
be
incorporated
into
existing
procedures
or
separately
for
social
media

• Due
Diligence
Process
for
selecting
and
managing
third-‐party
service
provider

relationships
connected
to
social
media

• Employee
Training
Program
that
incorporates
the
institution’s
policies
and

procedures

• Oversight
of
Content
for
monitoring
information
posted
on
social
sites
by,
or
on

behalf
of,
the
bank

• Audit
and
Compliance
functions
to
ensure
ongoing
compliance
with
internal

policies
and
applicable
laws
as
well
as
the
additional
risks
posed
to
legal
compliance

by
the
new
social
media
activity

• Success
Measurement
including
“parameters
to
track
effectiveness
of
the
social

media
efforts
and
the
timing
for
reporting
on
them
back
to
the
board
and
senior

management.”
37

36

McEachern,
Deaglan.
You
can
be
both
social
and
compliant:
Recap
from
the
NRS
Conference.

December
17,
2013.
http://hearsaysocial.com/2013/12/nrs-‐conference/
(accessed
February
3,

2014).

37

Reuters.
Social
media
regulatory
guidance
for
U.S.
banks:
a
road
map
for
the
finance
industry.
March

15,
2013.
http://blogs.reuters.com/financial-‐regulatory-‐forum/2013/03/15/social-‐media-‐
regulatory-‐guidance-‐for-‐u-‐s-‐banks-‐a-‐road-‐map-‐for-‐the-‐finance-‐industry/
(accessed
February
3,

2014).

7

4.
Forerunners
Herald
Industry
Trends

4.1.
Social
Media
Committees

According
to
a
study
by
the
University
of
Massachusetts
Dartmouth,
77
percent
of

Fortune
500
companies
now
have
an
official
social
media
team
and
presence.
38

Pioneering

financial
institutions
have
embraced
the
need
to
manage
social
media
at
the
corporate
level.

For
example,
a
group
made
up
of
Wells
Fargo’s
chief
marketing
officer,
corporate

communications
experts,
legal
representatives
and
several
senior
business
leaders
meets

biweekly,
selects
tools
and
technologies
and
serves
as
a
“social-‐media
governance
forum.”

A
second
group
representing
Wells
Fargo’s
businesses
and
divisions
meets
weekly
“to

strategize
on
social-‐media
content.”
39

4.2
Social
Media
Command
Centers

Global
players
in
the
banking
industry
are
now
recruiting
more
and
more
social

media
specialists.
Bank
of
America’s
“social
service
unit”
has
grown
to
more
than
100

individuals
across
the
U.S.
40

More
people
need
more
space,
and
banks
are
dedicating
so-‐
called
social
media
command
centers
to
this
new
line
of
business.
National
Australia
Bank

pioneered
this
trend
by
setting
up
a
social
media
center
in
Sydney
at
the
end
of
2012.
In

October
2013,
Wells
Fargo
announced
the
openings
of
two
“social
reputation
command

centers”
41

alongside
its
headquarters
in
San
Francisco
and
its
branch
in
Charlotte,
NC,

where
the
bank
employs
over
20,000
workers.
In
early
2013,
Chase
relocated
its
12-‐person

38

Shih,
Clara.
What's
the
Endgame
for
Social
Media.
January
9,
2014.

http://blogs.hbr.org/2014/01/whats-‐the-‐endgame-‐for-‐social-‐media/
(accessed
February
5,
2014).

39

Klaasen,
Abbey.
"How
well
Wells
Fargo
has
evolved
its
marketing
to
fit
a
larger
footprint."

Advertising
Age
84,
no.
29
(2013):
18.

40

O'Daniel,
Adam.
Think
Bank
of
America's
social
media
team
is
run
by
Millennials?
Think
again.

October
18,
2013.
http://www.bizjournals.com/charlotte/blog/bank_notes/2013/10/think-‐bank-‐of-‐
americas-‐social-‐media.html?page=all).
(accessed
February
6,
2014).

41

O’Daniel,
Adam.
Wells
Fargo
planning
social
media
'command
center'
in
Charlotte.
October
7,
2013.

http://www.bizjournals.com/charlotte/blog/bank_notes/2013/10/wells-‐fargo-‐planning-‐social-‐
media.html
(accessed
February
8,
2014).

8

Twitter
team
from
“the
corporate
netherworld
into
a
fancy
facility
in
the
bank’s
sprawling

campus
in
Columbus,
Ohio.”
42

Located
on
the
ground
level,
across
from
the
Chase
office

park,
the
social
media
team
performs
its
daily
work
encased
in
a
glass
cubicle
in
front
of

10,000
Chase
employees
walking
by.
These
centers
serve
as
“operations
hubs”
from
which

employees
monitor
social
sites
and
track
sentiments
in
order
to
respond
to
emerging

reputational
threats.
The
command
centers
are
also
supposed
to
“improve
customer
service

and
determine
what
marketing
messages
are
resonating
with
consumers.”
43

The
trend
of
relocating
social
media
teams
“into
snazzy
high-‐tech,
high-‐profile

spaces”
44

signals
the
increasing
global
importance
of
social
communications
among

financial
players.
By
situating
social
media
teams
in
such
high-‐visibility,
high-‐traffic
work

spaces,
industry
forerunners
are
making
a
statement
about
the
need
to
integrate
and

assimilate
social
media
activities
into
corporate
initiatives
as
well
as
about
the
nature
of

social
media
itself.
Within
the
traditional
banking
environment,
social
media
has
to
claim
a

space
in
its
very
own
way.

4.4
Wanted:
“Social
Media
Manager”

This
new
line
of
business
requires
specialized
and
skilled
personnel.
Wells
Fargo

created
two
“Social
Media
Command
Center
Leaders”
for
its
new
business
premises,
whose

tasks
will
be
to
empower
“social
teams
to
build
relationships
with
digital
influencers
and

(…)
to
triage
incoming
issues
from
all
social
media
outlets
and
escalate,
respond
or
forward

42

The
Financial
Brand.
Big
Banks
Roll
Out
Social
Media
Command
Centers.
October
21,
2013.

http://thefinancialbrand.com/34594/big-‐bank-‐social-‐media-‐command-‐centers/
(accessed
February

7,
2014).

43

Saas,
Eric.
Wells
Fargo
Launches
Social
Reputation
Command
Centers.
October
9,
2013.

http://www.mediapost.com/publications/article/210926/wells-‐fargo-‐launches-‐social-‐reputation-‐
command-‐cen.html
(accessed
February
7,
2014).

44

The
Financial
Brand.
Big
Banks
Roll
Out
Social
Media
Command
Centers.
October
21,
2013.

http://thefinancialbrand.com/34594/big-‐bank-‐social-‐media-‐command-‐centers/
(accessed
February

7,
2014).

9

to
the
appropriate
area
within
the
company.”
45

The
banks’
help-‐wanted
advertisements

outline
positions
such
as
“Online
Community
Manager,”
“Director
of
Online
Marketing”
and

“Social
Media
Manager.”
46

Whatever
the
job
titles
might
be,
the
fact
that
precursor
banks
are

creating
new
social
media
positions
with
detailed
job
descriptions
proves
that
they

apprehend
the
expertise
and
time
commitment
needed
to
perform
well
online.

5.
The
Social
Business

As
the
pace
of
technological
innovation
continues
to
accelerate
and
the
use
of
social

media
expands,
tackling
the
social
media
giant
quickly
became
overwhelming
to
banks.

Corporations
did
not
want
to
miss
the
trend.
They
rushed
to
launch
their
first
Facebook

pages
and
added
“Like
us
on
Facebook”
icons
to
their
homepages;
long-‐term
strategy
was

clearly
missing.
This
cry
for
help
did
not
stay
unnoticed
for
long.
External
service
and

software
providers
saw
an
opportunity
to
tap
into
big
corporate
pockets,
offering
guidance

in
a
field
that
companies
knew
they
needed
but
were
completely
unfamiliar
with.
The
social

business
was
born.

5.1
First
Wave:
Employee
Collaboration

Initial
hype
was
about
employee
collaboration
and
how
to
utilize
social
media
to

make
an
impact
in
the
workplace,
“giving
rise
to
products
like
Yammer,
Jive,
and
Salesforce

Chatter.”
47

Jive
Software
released
Jive
(at
the
time
named
“Cyberspace”)
in
2006
as
a
single

45

The
Financial
Brand.
Why
Social
Media
Is
A
Fulltime
Job.
January
10,
2010.

http://thefinancialbrand.com/9444/social-‐media-‐requires-‐a-‐fulltime-‐position/
(accessed
February

3,
2014).

46

The
Financial
Brand.
Why
Social
Media
Is
A
Fulltime
Job.
January
10,
2010.

http://thefinancialbrand.com/9444/social-‐media-‐requires-‐a-‐fulltime-‐position/
(accessed
February

3,
2014).

47

Shih,
Clara.
What's
the
Endgame
for
Social
Media.
January
9,
2014.

http://blogs.hbr.org/2014/01/whats-‐the-‐endgame-‐for-‐social-‐media/
(accessed
February
5,
2014).

10

application
that
included
blogs,
wikis,
instant
messaging,
discussion
forums,
email

integration
and
files
in
topic-‐specific
spaces.
48

Jive
Software
repeatedly
updated
and
refined
its
flagship
product
Jive
(Cyberspace

was
renamed
“Social
Business
Software”
(SBS)
in
2009,
“Jive
Engage”
in
2010
and
then

simply
“Jive”
in
2012)
and
the
internal-‐focused
application
began
to
thrive
at
the
end
of

2009.

In
June
2010,
Salesforce.com
released
Salesforce
Chatter,
nicknamed
the
“Facebook

for
business”
49
,
which
enabled
“any
company
to
collaborate
in
real
time
with
a
secure,

private
social
network
for
[its]
business.”
50

Chatter
provided
employees
with
Twitter-‐
and

Facebook-‐like
features
such
as
status
updates,
real-‐time
feeds,
profiles
and
document

sharing
to
connect
and
collaborate
with
coworkers.

5.2
Next
Wave:
External
Communication

Smart
entrepreneurs
also
turned
the
next
big
hype,
which
was
about
external
social

marketing,
including
customer
service
and
corporate
marketing,
into
lucrative
business.
51

Social
software
providers
developed
products
to
serve
all
facets
of
business
collaboration,

including
bridge
applications
that
aimed
to
link
internal
employee
collaboration
with

48

Marks,
Oliver.
All
that
Jive:
Putting
the
'social'
into
business
software.
March
9,
2009.

http://www.zdnet.com/blog/collaboration/all-‐that-‐jive-‐putting-‐the-‐social-‐into-‐business-‐
software/388
(accessed
February
8,
2014).

49

Diana,
Alison.
Salesforce.com
Launches
Chatter
Collaboration
Tool.
June
22,
2010.

http://www.informationweek.com/salesforcecom-‐launches-‐chatter-‐collaboration-‐tool/d/d-‐
id/1090136
(accessed
February
8,
2014).

50

Rao,
Leena.
Salesforce
Chatter:
A
Real-‐Time
Social
Network
For
The
Enterprise.
November
18,
2009.

http://techcrunch.com/2009/11/18/dreamforce-‐salesforce-‐launches-‐real-‐time-‐social-‐network-‐
salesforce-‐chatter/
(accessed
February
15,
2014).

51

Shih,
Clara.
What's
the
Endgame
for
Social
Media.
January
9,
2014.

http://blogs.hbr.org/2014/01/whats-‐the-‐endgame-‐for-‐social-‐media/
(accessed
February
5,
2014).

11

external
communications.
The
social
business
soon
diversified
into
software
products

tailored
to
specific
corporate
needs
and
goals:
52

• Social
Listening
Software/Social
Media
Monitoring
Software
(e.g.,
Radian
6)

• Social
Conversation
Software/Social
Media
Engagement
Software
(e.g.,

Attensity,
Hootsuite)

• Social
Marketing
Software
(e.g.,
Wildfire,
Hearsay
Social)

• Social
Analytics
Software
(e.g.,
SAS,
Google
Analytics)

• Social
Influencer
Software
(e.g.,
GroupHigh,
Peek
Analytics)

The
rapid
expansion
and
reinvention
of
software
providers
exemplifies
how
the

corporate
demand
for
professional
social
media
assistance
has
risen.

5.3
Success
Story
of
Salesforce.com

Salesforce.com
Inc.
(NYSE:
CRM),
headquartered
in
San
Francisco,
is
a
provider
of

enterprise
cloud
computing
and
social
enterprise
solutions.
Salesforce.com
made
a
name
for

itself
during
the
initial
hype
about
employee
collaboration
with
its
software
such
as
Chatter.

The
company
is
best
known
for
its
customer
and
collaboration
relationship
management

(CRM)
products,
which
use
technology
to
automate,
organize
and
synchronize
marketing

and
customer
service.
Salesforce.com
delivers
its
applications
through
internet
browsers

and
operates
on
a
subscription
basis.
53

Since
its
founding
in
1999,
Salesforce.com
has
expanded
from
a
small
San
Francisco

start-‐up
into
to
a
public
company
and
constituent
of
the
S&P
500
index.
Strategic

acquisitions
(e.g.,
ExactTarget
Inc.,
completed
in
July
2013)
and
consistent
product
and

52

Baer,
Jay.
Clearing
Clouds
of
Confusion
–
the
5
Categories
of
Social
Media
Software.
2012.

http://www.convinceandconvert.com/social-‐media-‐software/clearing-‐clouds-‐of-‐confusion-‐the-‐5-‐
categories-‐of-‐social-‐media-‐software/
(accessed
February
8,
2014).

53

The
New
York
Times.
salesforce.com
inc.
March
2014.

http://topics.nytimes.com/top/news/business/companies/salesforcecom-‐inc/index.html
(accessed

March
5,
2014).

12

service
extensions
earned
Salesforce.com
Forbes’
title
of
“The
World’s
Most
Innovative

Company”
54

and
its
CEO,
Marc
Benioff,
the
title
of
“the
most
effective
CEO
of
all.”
55

5.4
Hearsay
Social
Discovers
Niche
In
Social
Business

When
Clara
Shih,
who
worked
at
Salesforce.com,
witnessed
the
company’s
client
list

growing
longer
(to
include
major
bank
names
such
as
the
Commonwealth
Bank
of

Australia),
she
detected
a
pattern:
companies
that
manage
a
number
of
franchises
or

branches
and
have
strict
compliance
policies
also
have
very
specific
software
needs.
So,

Shih
left
Salesforce.com
to
found
Hearsay
Social
in
2009
along
with
former
Microsoft

executive
Steve
Garrity.
56

Initially,
Hearsay
Social’s
services
and
applications
focused
on
helping
large

companies
manage
the
social
media
presences
of
their
local
branches.
The
company
gained

more
industry
expertise
and
now
offers
and
array
of
services
and
software
solutions

tailored
to
financial
institutions.
Major
financial
players,
including
Northwestern
Mutual,

and
Bank
of
the
West,
have
signed
up
for
the
customized
service.
57

Today,
Hearsay
Social

has
grown
to
be
a
leader
in
providing
social
sales,
marketing
and
compliance
software
for

financial
service
companies.
In
April
2013,
Hearsay
Social
opened
its
European

headquarters
in
London
and
updated
its
platform
to
support
German,
French
and
Spanish,

54

Forbes.
The
World's
Most
Innovative
Companies.
August
2013.
http://www.forbes.com/innovative-‐
companies/list/
(accessed
February
9,
2014).

55

Allen,
Frederick
E.
America's
Best
and
Worst
Bosses
for
the
Buck.
April
14,
2011.

http://www.forbes.com/sites/frederickallen/2011/04/14/americas-‐best-‐and-‐worst-‐bosses-‐for-‐the-‐
buck/
(accessed
February
11,
2014).

56

Rao,
Leena.
Salesforce
Chatter:
A
Real-‐Time
Social
Network
For
The
Enterprise.
November
18,
2009.

http://techcrunch.com/2009/11/18/dreamforce-‐salesforce-‐launches-‐real-‐time-‐social-‐network-‐
salesforce-‐chatter/
(accessed
February
15,
2014).

57

Hearsay
Social.
Hearsay
Social
Brings
Social
Media-‐Driven
Selling
Revolution
to
UK
and
Europe.
April

24,
2013.
https://hearsaysocial.com/press-‐release/hearsay-‐social-‐brings-‐social-‐media-‐driven-‐
selling-‐revolution-‐to-‐uk-‐and-‐europe/
(accessed
February
10,
2014).

13

“enabling
salespeople
from
Europe’s
largest
economies
to
use
the
tools
in
their
local

language.”
58

Companies
such
as
Hearsay
Social
acknowledged
that
social
media
adoption
among

financial
companies
was
dramatically
curtailed
by
compliance
concerns
and
therefore

satisfied
a
niche
with
software
and
applications
offering
finance-‐tailored
regulatory

compliance,
workflow,
content
upload
options
and
analytics.

5.5
TriNovus
Updates
Product
Portfolio

TriNovus,
a
Birmingham-‐based
company
that
delivers
“relevant
technology

solutions
to
the
financial
marketplace,”
59

also
embraced
the
need
to
deliver
social
media-‐
related
products
to
its
banking
industry
clients.
In
2010,
the
company
launched
a
product

called
TriSocial,
“designed
specifically
for
financial
institutions
to
navigate,
create
and

maintain
a
presence
in
the
social
media
space.”
60

The
product
assists
with
setting
up
a
social

media
presence,
training
bank
staff
and
providing
content
suggestions
and
policies
that
help

ensure
a
bank’s
regulatory
compliance.

In
the
aftermath
of
the
2013
FFIEC
Proposed
Social
Media
Guidance,
61

TriNovus

added
“SocialComply”
to
its
product
portfolio.
The
application
enables
banks
to
moderate

themselves
by
establishing
access
levels
for
publishers
and
monitoring
conversations

internally
and
externally.
The
software
solution
also
archives
social
media
activity
and

delivers
feedback
reports
to
provide
full
disclosure
for
audit
tracking.
62

58

Hearsay
Social.
Hearsay
Social
Brings
Social
Media-‐Driven
Selling
Revolution
to
UK
and
Europe.
April

24,
2013.
https://hearsaysocial.com/press-‐release/hearsay-‐social-‐brings-‐social-‐media-‐driven-‐
selling-‐revolution-‐to-‐uk-‐and-‐europe/
(accessed
February
10,
2014).

59

TriNovus.
TriNovus
Launches
Social
Media
Solution
For
Financial
Institutions.
December
16,
2010.

http://www.prnewswire.com/news-‐releases/trinovus-‐launches-‐social-‐media-‐solution-‐for-‐financial-‐
institutions-‐112028669.html
(accessed
February
9,
2014).

60

TriNovus.
TriNovus
Launches
Social
Media
Solution
For
Financial
Institutions.
December
16,
2010.

http://www.prnewswire.com/news-‐releases/trinovus-‐launches-‐social-‐media-‐solution-‐for-‐financial-‐
institutions-‐112028669.html
(accessed
February
9,
2014).

61

See
II.3.

62

TriNovus.
SocialComply.
https://www.trinovus.com/socialcomply/
(accessed
February
9,
2014).

14

II.
PRIMARY
RESEARCH

1.
Research
Questions

• Social
Media
Platforms

o Which
kind
of
social
media
outreach
strategies
receives
high
amounts
of

customer
engagement
across
social
media
platforms?

o How
can
a
particular
social
media
platform
be
leveraged
most

effectively?

• Quality
of
Content

o Which
engagement
strategy
or
combination
of
strategies
resonates
the

most
with
social
media
users?
Which
one
resonates
the
least,
and
why?

o Are
there
certain
components
that
constitute
a
popular
social
media

post?
If
yes,
which
ones?

• Customer
Feedback

o What
are
the
differences
between
platforms
regarding
the
handling
of

customer
feedback?

o Do
banks
follow
an
overarching
strategy
regarding
customer
feedback?

o Which
customer
service
strategy
is
most
effective?

2.
Methodology

2.1
Sampling

To
analyze
the
current
social
media
presence
of
financial
institutions
and
deduce

actionable
public
relations
recommendations,
this
study
focuses
on
the
U.S.
banking

industry.
Secondary
research
shows
that
U.S.
financial
institutions
can
be
viewed
as

pioneers
within
the
global
industry
in
regards
to
social
media
adoption.
The
sample
for
this

15

study
was
based
upon
market
share
in
the
U.S.
commercial
banking
industry
and
consists
of

the
following
four
U.S.
banks,
which
topped
the
annual
ranking:
63

• Wells
Fargo
&
Company
64

–
Market
share:
16.5
percent

• JPMorgan
Chase
&
Co.
65

–
Market
share:
12.1
percent

• Bank
of
America
Corporation
66

–
Market
share:
10.0
percent

• Citigroup
Inc.
67

–
Market
share:
4.6
percent

All
together,
the
sample
banks
account
for
43.3
percent
of
the
total
U.S.
commercial

banking
market.
They
serve
as
a
suitable
sample
for
this
study
because
their
high
market

share
implies
that
they
are
equipped
with
the
human
and
financial
resources
needed
to

implement
complex
and
long-‐term
social
media
strategies.
Their
individual
market
shares,

which
do
not
differ
by
more
than
11.6
percent,
indicate
that
the
four
sample
banks
are

comparable
in
reach
and
resources.
The
analyzed
banks
are
also
all
active
on
the
examined

platforms
Twitter
and
Facebook.

2.2
Platform
Selection

Twitter

Twitter
is
the
flagship
social
website
for
microblogging,
which
is
defined
as
blogging

characterized
by
short
and
frequent
posts
and
has
been
growing
rapidly
since
its
launch
in

2006.

68

According
to
Pew
Research
Center’s
Social
Media
Update
2013,
18
percent
of
online

adults
currently
use
Twitter.
69

Twitter
users
engage
frequently
–
46
percent
visit
Twitter

63

Newsom,
Caitlin.
Bank
on
it:
Returning
economic
confidence
will
revive
industry
revenue
.
Industry

Report,
IBISWorld
Inc.
,
2013.

64

In
the
following
referred
to
as
“Wells
Fargo”

65

In
the
following
referred
to
as
“Chase”

66

In
the
following
referred
to
as
“BofA”

67

In
the
following
referred
to
as
“Citi”

68

Oxford
Dictionaries.
microblogging.

http://www.oxforddictionaries.com/us/definition/american_english/microblogging
(accessed

February
13,
2014).

69

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
1.

16

once
per
day
and
26
percent,
multiple
times
per
day
–
and
due
to
this
study’s
focus
on
user

engagement,
Twitter
is
an
appropriate
platform
to
be
analyzed.
70

Twitter
serves
very
different
purposes
than
Facebook.
Through
its
functionality,

including
short
and
sharable
tweets
as
well
as
mostly
public
profiles,
Twitter
has
emerged

as
an
important
source
for
real-‐time
news
and
updates.
Half
of
the
U.S.
adults
who
are
active

on
Twitter
use
it
for
news.
Twitter
news
consumers
stand
out
for
being
younger
and
more

educated
than
both
the
population
on
average
and
Facebook
news
consumers.
71

The
author
selected
Twitter
because
the
platform
has
“particular
appeal
to
younger

adults
[and]
urban
dwellers”
72
,
who
are
also
likely
to
be
more
educated
than
the
population

overall.
This
audience
is
of
particular
interest
for
financial
institutions
as
it
is
hard
to
reach

and
engage
with
via
traditional
media
channels
or
other
social
sites.
Due
to
its
difference
in

user
demographics
and
usage
patterns,
Twitter
serves
as
a
counterbalance
to
Facebook
and

is
likely
to
increase
the
richness
of
the
data.

Facebook

According
to
the
latest
Pew
Research
survey
of
social
networking
usage,
Facebook

remains
“the
dominant
player
in
the
social
networking
space,”
73

with
71
percent
of
online

adults
being
active
on
Facebook.
The
social
networking
portal
incorporates
a
mash
up
of

features
including
email,
instant
messaging
and
multimedia
sharing.
Corporations
can
set

up
Facebook
Fan
Pages
and
users
that
“like”
these
pages
receive
updates
from
their
favorite

brands
in
their
news
feeds.
Facebook
users
show
very
high
levels
of
engagement
–
“63

percent
of
Facebook
users
visit
the
site
at
least
once
a
day,
with
40
percent
doing
so

70

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
2.

71

Holcomb,
Jessy,
Jeffrey
Gottfried,
and
Amy
Mitchell.
News
Use
Across
Social
Media
Platforms.

November
14,
2013.
http://www.journalism.org/2013/11/14/news-‐use-‐across-‐social-‐media-‐
platforms/
(accessed
February
11,
2014).

72

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
1-‐17.

73

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
1.

17

multiple
times
throughout
the
day.”
74

Adults
who
are
active
on
Facebook
often
spend
long

hours
on
the
site
and
represent
“a
diverse
mix
of
demographic
groups.”
75

Therefore,
the
platform
is
particularly
appealing
to
banks
that
serve
a
wide
array
of

demographics.
The
amount
of
senior
users
(aged
65
or
older)
has
risen
significantly
since

2012
while
the
number
of
young
Facebook
users
has
declined.
76

This
shift
to
a
much
older

user
base
is
useful
to
this
study
as
it
might
indicate
how
equal
corporate
messages
resonate

differently
with
younger
(Twitter)
and
older
(Facebook)
audiences.

2.3
Content
Analysis:
Twitter

2.3.1
Selection
of
Twitter
Handles

The
author
selected
the
Twitter
handles
labeled
as
the
banks’
official
Twitter

accounts
within
their
Twitter
profile
descriptions.
Despite
the
existence
of
several

corporate
Twitter
handles
per
sample
bank,
the
author
decided
to
concentrate
on
these

official
handles
for
several
reasons.

The
selected
handles
cover
a
variety
of
content,
as
opposed
to
the
remaining

corporate
handles,
which
are
each
dedicated
to
a
specific
service
such
as
career
advice
or

customer
service
(e.g.,
@ChaseSupport
or
@BofA_Careers).
Additionally,
the
selected

accounts
regularly
retweet
content
from
the
more
specialized
corporate
handles
(e.g.,

@BofA_News
regularly
retweets
from
@BofA_Community).
To
focus
on
these
particular

handles
seems
appropriate
because
it
is
more
effective
to
analyze
one
handle
throughout

than
to
scratch
the
surfaces
of
many
similar
handles.

2.3.2
Twitter
Handles
Overview

Before
coding,
the
author
collected
general
data
about
the
four
selected
Twitter

accounts.
The
general
data
reflects
the
number
of
followers
and
accounts
the
handles
are

74

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
2.

75

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
1.

76

Duggan,
Maeve,
and
Aaron
Smith.
"Social
Media
Update
2013."
Pew
Research
Center,
2014:
4.

18

following,
the
overall
amount
of
tweets
posted
and
the
amount
of
tweets
posted
within
the

timeframe.
These
approximate
numbers,
which
fluctuate
daily,
solely
serve
as
an
overview

and
do
not
influence
the
evaluation
of
examined
tweets.

2.3.3
Coding

Prior
to
the
content
analysis,
the
author
examined
approximately
20
tweets
per

handle
to
get
an
idea
of
the
posted
content
and
ways
to
capture
it
systematically.
Based
on

insights
from
this
partial
scan
and
secondary
research,
the
author
created
a
Twitter
coding

sheet.
77

The
coding
sheet
consists
of
three
parts:
general
information,
the
public
relations

approach
followed
and
the
return
on
engagement.
The
general
information
columns
contain

the
date
and
time
of
each
post,
as
well
as
the
tweet
content.

The
second
part
of
the
coding
sheet
records
which
public
relations
approach
or

combination
of
public
relations
approaches
was
followed
in
the
tweet.
Based
on
public

relations
research,
seven
engagement
approaches
that
are
commonly
used
on
social
media

were
identified.
These
seven
approaches
are
not
mutually
exclusive;
in
fact,
a
single
tweet

frequently
incorporates
more
than
one
of
the
defined
public
relations
approaches.
The

approaches
are
listed
and
briefly
explained
as
follows:

• Sales

The
tweet
is
marked
as
sales-‐related
if
it
incorporates
any
mention
of
a
product
or

service
promotion.

• Marketing

Tweets,
which
are
tied
to
marketing
efforts
in
a
broader
sense,
fall
into
this

category.
These
tweets
inform
about
ongoing
contests
and
sponsorships
or

announce
awards
or
titles
that
the
bank
has
received.

• How
To
Posts

77

Appendix
A.

19

Tweets
in
this
category
give
general
advice
and
provide
“public
interest”
tips
that

are
not,
or
only
loosely,
related
to
the
bank’s
business.

• Corporate
Social
Responsibility
(CSR)

CSR-‐related
tweets
share
content
about
how
the
bank
deals
with
its
environmental

and
social
impacts.
They
talk
about
philanthropic
endeavors
and
cause-‐related

initiatives.
A
bank
might
showcase
an
impact
made
for
a
cause
(e.g.,
funds
donated,

awareness
raises,
consumers
reached,
beneficiaries
helped
or
communities

improved)
or
announce
cause-‐related
events
or
internal
sustainable
business

operations.

• Thought
Leadership

“Thought
leadership
is
the
perceived
advantage
a
company
achieves
in
the
minds
of

its
stakeholders
in
relation
to
a
theme
or
topic
that
is
of
central
importance
to
its

business.
Thought
leadership
is
a
perishable
perceptual
grant
by
your

stakeholders.”
78

The
inherent
commercial
component
that
“A
thought
leader
is
an

individual
or
firm
that
significantly
profits
from
being
recognized
as
such”
79

establishes
thought
leadership
as
a
corporate
marketing
and
branding
strategy.

Banks
aim
to
create
a
position
of
leadership
by
featuring
their
internal
thought

leaders
who
give
differentiated
insights
into
the
marketplace
and
topics
relevant
to

the
targeted
audience.
80

78

Lark,
Andy.
What
Is
Thought
Leadership?
April
12,
2010.

http://andylark.blogs.com/andylark/2010/04/what-‐is-‐thought-‐leadership.html
(accessed
February

12,
2014).

79

Prince,
Russ
Allen,
and
Bruce
Rogers.
What
Is
A
Thought
Leader?
March
16,
2012.

http://www.forbes.com/sites/russprince/2012/03/16/what-‐is-‐a-‐thought-‐leader/2/
(accessed

February
12,
2014).

80

Sestili,
Tracy.
21
Definitions
of
Thought
Leadership.
July
27,
2012.

http://socialstrand.com/2012/07/27/what-‐is-‐thought-‐leadership/
(accessed
February
12,
2014).

20

Tweets
in
this
category
share
content
about
these
individuals’
perspectives,
which

are
often
research-‐based
and
given
in
reputable
publications,
media
platforms
or

established
conferences.
• Proactive
Customer
Service

Tweets
that
include
proactive
service
announcements,
for
instance,
about
an

upcoming
technical
issue
or
temporary
closing
of
ATMs,
are
classified
in
this

category.
Reactive
customer
service
is
left
out
of
the
approach
because
all
sample

banks
have
separate
Twitter
handles
dedicated
to
responding
to
customer

complaints.

• Pop
Culture/Current
Affairs

Tweets,
which
are
often
tied
to
current
events
or
“hot
topics,”
count
in
this
approach

category.
They
can
be
either
loosely
tied
to
the
banking
industry
(e.g.,
the
world

economy)
or
completely
unrelated
to
the
industry
(e.g.,
national
holidays).

It
is
noteworthy
that
the
coding
sheet
lists
“Retweet
by
bank,”
which
also
functions

as
an
engagement
tactic.
By
retweeting
third
parties,
banks
aim
to
increase
credibility
and

add
variety
to
their
Twitter
feeds.
Generally,
the
return
on
engagement
is
not
recorded
for

retweets
by
the
bank.
For
instance,
if
a
bank
retweets
an
individual
commenting
on
an

initiative,
the
amount
of
engagement
reflects
on
the
individual
tweeting,
not
on
the
bank.

The
return
on
engagement
is
only
recorded
for
retweets
that
are
originally
posted
by

people
or
organizations
clearly
affiliated
with
the
bank
such
as
subsidiaries,
sponsored

organizations
or
partners.
For
instance,
if
Chase
retweets
a
post
from
the
Chase
Community

Giving
or
JPMorgan
Chase
handle,
the
amounts
of
its
retweets,
favorites
and
comments
are

included
in
the
data
set.

Engagement
is
not
counted
for
any
other
retweets
because
it

remains
uncertain
whether
the
banks’
retweets
or
other
factors
(such
as
the
original

tweeter’s
following)
caused
the
engagement.

21

The
third
part
of
the
coding
sheet
measures
the
return
on
engagement
per
tweet

and
includes
the
number
of
retweets,
favorites
and
comments.
Comments
posted
by
the

banks
themselves
are
not
included,
as
they
do
not
reflect
the
return
on
engagement
of

particular
tweets.
If
comments
are
posted,
their
sentiments
are
qualitatively
evaluated
as

negative,
positive,
neutral
or
unrelated
to
the
post.
The
first
three
sentiment
categories
are

mutually
exclusive,
whereas
each
comment
can
either
be
post-‐related
or
unrelated.
In
case

there
is
no
number
under
“unrelated
to
post,”
all
comments
are
textually
connected
to
the

tweets.
Comments
that
answer
questions
asked
in
a
tweet
or
that
illustrate
participation
in

a
contest
are
counted
as
positive.
The
author
categorized
these
into
the
positive
sentiment

because
they
reflect
positive
reactions
to
a
public
relations
approach
(e.g.,
marketing

approach
and
call
to
action
81
).

2.3.4
In-‐Depth
Analysis
of
Selected
Tweets

After
the
raw
data
was
coded
for
all
four
Twitter
handles,
the
posts
that
had
been

marked
as
“exceptional”
were
extracted
for
further
analysis.
82

To
gain
a
deeper

understanding
of
why
these
tweets
resulted
in
extraordinary
engagement
–
positively
and

negatively
–
the
author
evaluated
the
tweets
using
the
following
scheme:

• Relevance

o Is
the
content
relevant
to
a
specific
audience?

o Is
a
specific
audience
addressed
in
the
tweet
and
if
yes,
how?

o What
makes
the
content
interesting
and/or
valuable
to
the
followers?

• Uniqueness

o Is
the
content
fresh
and
creative
or
does
the
message
recycle
old

messages,
themes
or
imagery?

81

Abbreviated
below
as
“CTA”.

82

Appendix
B.

22

o Is
the
content
specifically
created
for
Twitter
or
could
it
easily
be
applied

to
any
other
social
media
platform?

• Visual
Appeal

o Is
the
tweet
visually
appealing?

o Does
it
incorporate
links,
videos,
photos
or
a
combination
thereof?
If
yes,

what
kind
of
multimedia
resonates
the
most
with
Twitter
followers?

• Interaction

o Does
the
tweet
include
a
CTA
or
ask
followers
to
answer
a
question
or

share
an
opinion,
experience
or
enthusiasm?

o Is
the
tweet
actionable?
Does
it
include
hashtags,
links,
polls,
apps
or

other
opportunities
for
followers
to
interact
with
the
brand?

• Syndication

o Does
the
post
syndicate
relevant
content
from
other
brand
platforms
or

external
sources?

• Customer
Service

o Does,
and
if
yes,
how
does,
the
brand
respond
to
customer
complaints,

remarks
or
questions?

o In
what
cases
does
the
bank
restrain
from
responding
to
a
complaint?

o If
the
bank
responds
to
a
comment,
does
it
do
so
in
a
timely,
helpful
and

personalized
manner?

2.3.5
Twitter
Themes

Throughout
the
Twitter
analysis,
the
author
looked
out
for
reoccurring
engagement

patterns
and
their
probable
causes.
These
patterns,
which
were
noticeable
across
several

handles,
are
explained
in
the
results
section
as
Twitter
themes.

23

2.4
Qualitative
Facebook
Analysis

Each
social
media
platform
differs
in
regards
to
functions,
user
demographics
and

usage
patterns.
Thus,
the
methodology
for
the
Facebook
analysis
was
altered
according
to

its
differences
with
Twitter.

“Share”
outweighs
“Like”

Similar
to
the
Twitter
analysis,
the
qualitative
Facebook
analysis
focuses
on
the

amount
and
quality
of
engagement.
Therefore,
shares
(similar
to
retweets
on
Twitter)
are

given
much
higher
weight
in
evaluating
customer
reactions
than
likes
(similar
to
favorites

on
Twitter).

In
fact,
the
difference
between
shares
and
likes
is
even
greater
than
the

difference
between
retweets
and
favorites.
The
Like-‐button
is
one
of
Facebook’s
signature

features
and
has
emerged
as
the
most
overused
form
of
expression
on
social
media.

Industry
professionals
agree
that
“liking”
represents
“the
minimum
commitment
you
can

ask
[for]
from
a
[Facebook]
fan”
83

and
carries
little
value
from
a
branding
perspective.
The

action
of
sharing
content
has
proven
to
be
a
more
accurate
measure
of
customer

engagement;
“It
says
people
endorse
your
content
to
the
point
of
putting
their
reputation
on

the
line.”
84

According
to
Dennis
Yu,
CEO
of
the
social
media
insights
firm
BlitzMetrics,

Facebook’s
News
Feed
algorithm
gives
up
to
1,300
percent
more
weight
to
shares
than
likes

in
regards
to
what
is
displayed
at
the
top
of
a
user’s
feed,
“affecting
a
promotion’s
viral

performance.”
8586

83

Heine,
Christopher.
Brands
Favor
Social
Shares
Over
Likes.
April
1,
2013.

http://www.adweek.com/news/advertising-‐branding/brands-‐favor-‐social-‐shares-‐over-‐likes-‐
148256
(accessed
Febrary
9,
2014).

84

Heine,
Christopher.
Brands
Favor
Social
Shares
Over
Likes.
April
1,
2013.

http://www.adweek.com/news/advertising-‐branding/brands-‐favor-‐social-‐shares-‐over-‐likes-‐
148256
(accessed
Febrary
9,
2014).

85

Heine,
Christopher.
Brands
Favor
Social
Shares
Over
Likes.
April
1,
2013.

http://www.adweek.com/news/advertising-‐branding/brands-‐favor-‐social-‐shares-‐over-‐likes-‐
148256
(accessed
Febrary
9,
2014).

24

2.4.1
Facebook
Page
Overview

The
author
chose
the
official
Facebook
pages
of
the
four
sample
banks
by
searching

for
their
names
in
the
Facebook
search
bar
and
looking
at
the
account
descriptions.
For

BofA
and
Wells
Fargo,
the
search
resulted
in
only
one
official
Facebook
page.
For
Chase,
the

page
called
“JP
Morgan
Chase
Community”
was
chosen
for
analysis.
The
searches
“Chase”

and
“Chase
Bank”
resulted
in
pages
for
specific
locations
(Chase
Bank
Kenya),
specific

initiatives
(e.g.,
Chase
Community
Giving
or
Chase
Freedom)
or
people
(JP
Morgan
Chase).

These
pages
failed
to
qualify
for
the
analysis
because
they
were
too
specific
to
one
cause
or

location
or
extremely
unlikely
to
be
managed
by
JP
Morgan
Chase
itself.
Additionally,
the

author
picked
JP
Morgan
Chase
Community
for
analysis
because
it
had
a
considerably

higher
amount
of
likes
and
shares
in
comparison
to
the
other
pages
found.

The
Facebook
search
for
the
official
Citi
Facebook
page
identified
two
appropriate

handles:
Citi
(circa
600,000
likes)
and
Citibank
US
(circa
900,000
likes).
The
author
decided

to
analyze
Citibank
US
because
it
included
more
posts
in
the
timeframe
–
six
versus
three
–

and
because
the
page
was
specific
to
the
U.S.
market.

In
a
next
step,
general
data
about
the
four
corporate
Facebook
pages
was
gathered

and
compared.
87

Based
on
the
amount
of
shares
for
each,
the
four
pages
were
ranked.
The

ranking
is
important
for
two
reasons.
Firstly,
the
received
engagement
of
a
single
post
can

be
evaluated
in
relation
to
the
overall
popularity
of
the
Facebook
page.
Only
Facebook
users

who
have
liked
a
page
or
shared
its
content
before
receive
updates
from
the
page
in
their

personal
news
feeds.
The
rankings
can,
secondly,
hint
at
whether
certain
public
relations

practices
have
been
proven
effective
and
contributed
to
the
overall
popularity
or

unpopularity
of
the
page.

86

In
December
2013,
Facebook
changed
its
news
feed
algorithm,
which
impacted
how
brands’
posts

are
served
to
their
followers.
It
is
noteworthy
that
social
media
platforms
are
fluid
and
need
to
be

strategically
and
consistently
researched
and
evaluated.

87

The
numbers
of
shares
and
likes
were
rounded
to
the
nearest
thousand.

25

2.4.2
Coding

Each
sample
bank
posted
on
its
corporate
Facebook
page
either
six
or
seven
times

during
September
2013.
In
the
first
step
of
analysis,
the
Facebook
posts
were
“coded”

similarly
to
the
Twitter
posts.
88

This
first
step
of
general
data
gathering
was
chosen
to
help

the
analyst
remain
objective
and
restrain
from
subjectively
proving
themes
already
found
in

the
Twitter
analysis.

Since
Facebook
represents
a
platform
on
which
people
post
far
more

comments
than
Twitter
(with
hundreds
of
comments
often
posted
to
one
post),
the
overall

tenor
of
the
comments
was
noted
instead
of
quantifying
the
sentiment
into
positive,

negative
and
neutral.

As
soon
as
the
plain
data
generation
was
completed,
the
author
analyzed
the
data

based
on
the
return
on
engagement
in
relation
to
the
overall
popularity
of
the
Facebook

pages
as
well
as
the
reactions
to
single
Facebook
posts.

2.4.3
In-‐Depth
Analysis

The
general
coding
was
followed
by
an
in-‐depth
analysis
of
several
Facebook

posts.
89

The
far
fewer
amount
of
posts
allowed
the
author
to
code
each
Facebook
post

thoroughly.
Thus,
only
three
Facebook
posts
that
stood
out
for
extraordinary
engagement

were
analyzed
in-‐depth.
In
accordance
with
the
Twitter
in-‐depth
analysis,
the
author

examined
these
posts
with
a
focus
on
customer
engagement
and
the
categories
of
relevance,

uniqueness,
visual
appeal,
interaction,
syndication
and
customer
service.

2.4.4
Facebook
Themes

The
last
step
of
the
Facebook
analysis
involved
evaluating
the
data
for
reoccurring

themes.
Themes
that
had
already
been
found
on
Twitter
and
platform
differences
were

taken
into
account.

88

Appendix
C.

89

Appendix
D.

26

2.5
Interview
With
Industry
Expert

After
the
qualitative
content
analyses
of
Twitter
and
Facebook
were
concluded
and

the
findings
analyzed
and
interpreted,
the
author
interviewed
the
industry
expert
Ron

Piovesan
90

to
discuss
the
results
and
to
answer
questions
the
data
did
not
fully
disclose.

2.5.1
Interview
Preparation

Prior
to
the
interview,
the
author
provided
Piovesan
with
the
background
of
the

study
as
well
as
the
findings
of
the
content
analysis.
In
an
initial
phone
call,
the
author

explained
the
purpose
of
the
study
and
interview
process
to
the
interviewee.
In
an
email

correspondence,
Piovesan
was
given
an
abstract
of
the
study
and
overview
of
the
findings.

Based
on
the
content
analysis
insights,
the
author
crafted
interview
questions
91
,
including

questions
about
specific
topics
(e.g.,
live-‐tweeting
and
customer
service),
general
industry

trends
and
the
role
of
software
providers
such
as
Hearsay
Social.
The
questions
dealt
with

topics
that
could
not
be
fully
explored
in
the
primary
or
secondary
research.
The
questions

were
sent
to
the
interviewee
to
allow
him
to
prepare
for
the
interview.

2.5.2
In-‐Depth
Interview

On
February
22,
2013,
the
author
conducted
a
78-‐minute
interview
with
Ron

Piovesan.
The
interview
was
recorded
using
the
tools
offered
by
freeconferencecalling.com.

The
author
first
elaborated
on
the
insights
that
had
been
gathered
thus
far
and
continued
by

asking
the
pre-‐crafted
questions.
It
is
noteworthy
that
the
interview
questions
were
not

limited
to
these
prewritten
questions.
Rather,
the
questions
served
as
a
guideline

throughout
the
interview
and
the
author
continuously
followed
up
with
spontaneous

questions
whenever
interesting
insights
arose.

90

See
Appendix
E
for
biography.

91

Appendix
E.

27

2.5.3
Interview
Insights

Using
the
interview
recording,
the
author
incorporated
insights
given
in
the

interview
into
the
recommendations.
In
coordination
with
the
interviewee,
the
author

included
direct
and
indirect
quotations
given
during
the
interview
in
the
public
relations

recommendations.

28

III.
RESULTS

1.Twitter
Results

1.1
Twitter
Handle
Overview
92

Handle
Followers
Following
Overall
Tweets

Tweets
in

Timeframe

(Sep
1-‐30)

@BofA_News
206,000
162
1,600
122

@Chase
35,000
3,700
8,000
223

@WellsFargo
73,000
680
3,800
153

@Citi
231,000
4,200
8,000
116

1.
2
Twitter
Themes

1.2.1
Videos

Across
the
four
handles,
certain
videos
included
in
Twitter
posts
resonated
well

with
audiences.
BofA
embedded
a
compelling
30-‐second
clip
about
its
clean
water
initiative

called
“Liquid_Assets”
into
a
tweet
(BofA#2)
93
,
which
resulted
in
34
retweets
and
23

favorites.
This
amount
of
engagement
is
enormously
high
for
the
BofA
handle,
for
which

most
tweets
do
not
receive
more
than
ten
retweets
and
favorites.
Chase
included
a

humorous
short
video,
in
which
children
give
tennis
tips,
in
six
posts
within
the
timeframe

and
received
considerable
engagement
–
at
least
seven
retweets
and
four
favorites
–
for

each
of
the
posts.
The
posts
were
particularly
popular
when
the
video
was
tied
to
the

ongoing
US
Open
by
using
the
hashtag
#USOpen
(Chase
#45
and
#63).
These
two
posts,
one

tied
to
the
US
Open
weekend
and
one
to
the
US
Open
Men’s
final,
were
the
fourth
and
sixth

92

As
of
January
13,
2014.

93

Refers
to
the
tweet
number
within
the
four
Twitter
coding
sheets
(Appendix
A),
e.g.,
“BofA#2”

refers
to
the
tweet
number
2
on
the
Coding
Twitter
Sheet
for
Bank
of
America.

29

reposts
of
the
same
video
within
the
time
frame,
which
proves
that
videos
can
be
recycled
if

the
connection
is
relevant.

However,
including
videos
in
Twitter
posts
does
not
necessarily
result
in
large
and

positive
engagement.
Citi’s
tweet
about
top
back-‐to-‐school
retail
picks
(Citi
#55)
received

only
four
retweets
and
two
favorites,
even
though
the
video
was
relevant
to
the
season
and

only
31
seconds
long.
A
probable
reason
for
this
could
be
that
the
post
did
not
include
a

thumbnail
preview
(like
BofA
#2).
Thumbnail
previews
are
likely
to
increase
engagement

because
they
appear
effortless
and
are
more
visually
appealing.

Additionally,
the
content
of
the
video
plays
a
part
in
the
amount
of
received

engagement.
BofA
posted
a
video
similar
to
the
popular
“Liquid
Assets”
one
called
“New

Fire,”
about
a
clean
energy
initiative
in
Africa,
three
times
in
September.
Even
though
the

video
had
the
same
length
and
similar
CSR
content,
all
three
posts
with
the
“New
Fire”
video

received
almost
no
engagement.

The
length
of
the
posted
videos
also
factors
into
their
popularity.
BofA
tweeted
a

3:30-‐minute,
in
which
executives
elaborate
on
BofA’s
collaboration
with
CleanStar
in
a
self-‐
praising
manner
and
received
no
engagement.
Similarly,
Wells
Fargo
posted
two

approximately
3:30-‐minute
videos
(BofA
#7
and
#11)
that
resulted
in
no
engagement.
In

most
cases,
the
Twitter
audience
clearly
prefers
short,
funny
and
interesting
clips
to
lengthy

videos
in
which
experts
talk
about
bank-‐related
matters.

1.2.2
Photos

In
regards
to
the
inclusion
of
photos,
certain
patterns
can
be
found
on
Twitter.

The

most
salient
pattern
is
that
photos
in
the
form
of
internet
memes,
in
particular,
humor-‐
centered
memes,
trigger
the
most
positive
engagement.

An
internet
meme
can
be
defined

as
“a
fashionable,
attention-‐grabbing
concept
(…)
that
spreads
very
rapidly
across
a
large

30

number
of
Internet
users.”
94

Wells
Fargo’s
Twitter
feed
proves
that
photos
that
capture
a

piece
of
culture
in
a
comical
way
can
trigger
voluntary
spread
“from
one
place
to
the
next

without
any
compulsion
or
automation”
95

–
a
key
facet
of
a
meme.
Throughout
September,

Wells
Fargo
posted
seven
memes
(e.g.,
Wells
Fargo
#8,
#12
and
#65)
along
with
captions,

which
all
received
considerably
more
engagement
than
tweets
without
memes
attached.

Two
posts,
#65
and
#130,
stood
out
for
having
137
and
105
retweets
respectively
in

the
Wells
Fargo
feed,
in
which
most
tweets
received
less
than
five
retweets,
if
any.
The

picture
attached
to
tweet
#65
states
“Great
Thing
No.16:
That
awesome
moment
when
you

open
a
birthday
card
and
a
check
falls
out.”
Wells
Fargo’s
tweet
#130
displays
a
wrinkled
20

dollar
bill
and
says
“Great
Thing
No.20:
Finding
a
forgotten
20$
bill
in
your
pocket.”

Young
adults,
who
regularly
receive
money
as
presents
and
to
whom
$20
might
be

worth
more
than
to
an
older
and
more
situated
person,
can
especially
relate
to
these

statements.
The
pictures
are
not
directly
bank
or
brand-‐related
and,
thus,
are
fun
to
share

with
friends
and
followers.

Photos
that
failed
to
reach
this
popular
“meme
status”
were
bank-‐branded
in
the

forms
of
featuring
an
icon,
being
too
closely
tied
to
banking
and
financing
or
both.
For

example,
tweet
#103
talks
about
the
wide
spread
of
Wells
Fargo
ATMs
and
tweet
#144

promotes
a
banking
product
for
keeping
track
of
paying
friends
back
and
has
a
Wells
Fargo

logo
in
the
bottom-‐right
corner.
These
two
photos
might
have
not
spread
as
widely
as

others
because
they
failed
to
seize
onto
a
widely-‐relatable
idea
or
cultural
item.

Two
of
the
memes
(Wells
Fargo
#12
and
#125)
received
considerable
engagement,

but
it
was
noticeably
less
than
that
of
the
top
two
memes
mentioned
above
(Wells
Fargo

94

Maxwell,
Kerry.
Meme.
September
6,
2010.

http://www.macmillandictionary.com/us/buzzword/entries/meme.html
(accessed
February
12,

2014).

95

Maxwell,
Kerry.
Meme.
September
6,
2010.

http://www.macmillandictionary.com/us/buzzword/entries/meme.html
(accessed
February
12,

2014).

31

#65
and
#130).
A
possible
reason
for
this
might
be
that
both
memes
tried
to
appeal
on
an

emotional
rather
than
humorous
level.

Chase
posted
a
picture
of
professional
basketball
player
Jameer
Nelson
helping
at
a

soup
kitchen
during
a
Chase
charity
event
(Chase
#212).
The
prominence
of
his
persona

might
have
contributed
to
the
engagement
with
that
tweet,
which
was
higher
than
that
for

other
picture
tweets.

Old-‐fashioned
pictures
in
black
and
white
also
proved
popular
with
the
Twitter

audience
by
evoking
feelings
of
nostalgia.
Wells
Fargo
posted
a
black
and
white
picture
of
a

fast
food
restaurant
drive-‐through
from
the
1970s
and
combined
it
with
the
caption
“I’ll

have
a
deposit
with
a
side
of
receipt
please”
(Wells
Fargo
#39).
Wells
Fargo
also
posted
a

picture
of
a
1970s
newspaper
ad
about
Wells
Fargo
car
loans.
Both
posts
received
very

positive
comments
in
which
people
shared
their
memories
of
such
drive-‐through

restaurants
and
“the
good
old
days.”

1.2.3
Engagement
Strategies

Across
the
four
Twitter
feeds,
posts
regarding
the
banks’
CSR
activities
were
very

common.
Approximately
half
of
BofA’s
and
Chase’s
posts
dealt
with
their
charities,

sponsorships
or
other
philanthropic
activities.
Most
messages
in
Citi’s
Twitter
feed
were

about
CSR
and
Wells
Fargo
also
often
tweeted
about
CSR-‐related
efforts.
This
public

relations
approach
was
one
of
the
most
common
within
the
analyzed
time
period;
however,

not
every
CSR-‐related
post
proved
popular.

Tie-‐Ins
To
Current
Events
and
Pop
Culture

Messages
that
are
tied
to
seasonal
particularities
or
pop
culture
generally
appeal
to

banks’
customer
bases.
BofA
framed
a
message
about
an
initiative
for
Alzheimer
awareness

to
September
as
World
Alzheimer’s
Month
by
using
the
hashtag
#Alzheimer’s
(BofA
#5).

The
tweet
received
15
retweets
without
including
any
multimedia.

32

Posts
in
remembrance
of
national
tragedies,
such
as
9/11
or
the
Navy
Yard
shooting,

also
appealed
to
Twitter
followers.
BofA’s
(BofA
#19)
and
Chase’s
(Chase
#119)
memorial

tweets
on
9/11
honoring
the
victims
and
heroes
were
retweeted
30
and
22
times,

respectively,
and
favorited
more
than
usual.

On
the
day
of
the
Navy
Yard
shooting,
Chase

dedicated
a
tweet
to
the
victims
and
victims’
families
and
received
13
retweets,
seven

favorites
and
one
appreciative
comment
(Chase
#124).

Wells
Fargo
and
Chase
understand
how
to
tie
their
Twitter
messages
to
ongoing

events.

Chase,
which
is
an
official
sponsor
of
the
US
Open,
announced
a
US
Open
contest

using
the
established
hashtag
#USOpen
(e.g.,
Chase
#4,
#7
and
#13)
and
received
an

unusually
high
amount
of
comments.
People
tweeted
pictures
from
the
US
Open
and

thereby
entered
the
contest.

Wells
Fargo
utilized
the
start
of
the
football
and
TV
series
seasons
to
ask
followers

about
their
football
excitement
and
favorite
TV
shows
(Wells
Fargo
#15
and
#73).
All
of

these
posts
received
considerable
engagement,
not
only
in
the
forms
of
retweets
and

favorites
but
also
in
the
form
of
many
commenters
sharing
their
favorite
football
teams
and

TV
shows.

Yet,
not
all
ties
to
ongoing
events
or
current
issues
found
followers’
approval.
Wells

Fargo
posted
two
messages
about
world
economic
news
using
#WFeconomics
(#71
and

#121)
and
BofA
wrote
about
rising
EU
optimism
after
the
financial
crisis.
These
messages

were
not
remarked
upon
at
all.
In
comparison
to
other
posts,
which
Twitter
followers

clearly
disapproved
of
by
writing
many
negative
comments,
these
posts
indicate
a
clear

disinterest
in
certain
topics.
A
lack
of
interest
towards
a
company’s
Twitter
messages
might

cause
“unfollowing”
by
users.

33

Sales-‐Related
And
Self-‐Praising
Messages

Posts
regarding
the
promotion
of
banking
products,
services
or
discounts
came
in

different
forms.
Messages
that
were
strictly
used
to
put
out
self-‐praising
news
about
new

products,
bank
features
or
the
bank’s
growth
resulted
in
no
engagement.
BofA
twice

announced
news
about
new
departments
and
growth
in
Asia
in
a
self-‐important
manner

and
received
hardly
any
engagement
(BofA
#34
and
#45).
Wells
Fargo
tweeted
three
times

about
an
ongoing
“#DoubleDiscount
promotion”
(Wells
Fargo
#10,
#21
and
#131)
and
once

about
the
double
interest
rate
discount
(Wells
Fargo
#97)
and
generated
no
positive

reactions.
Citi
has
dedicated
a
separate
Twitter
handle
(@Citibank)
to
“special
offers,
ideas

for
managing
your
financial
life,
and
other
updates
from
Citibank.”
96

The
vast
majority
of

Citibank’s
messages
are
sales
and
marketing-‐related.
In
comparison,
the
“official
account
of

Citi”
(with
circa
230,000
followers)
has
three
times
as
many
followers
as
the
Citibank

account
(circa
73,000
followers),
which
further
indicates
that
followers
lack
interest
in

sales-‐related
push
messages.
If
financial
institutions
utilize
social
media
for
cold-‐outreach

sales
tactics,
they
are
likely
to
alienate
their
audiences.

Chase
has
far
fewer
followers
than
any
of
the
other
official
Twitter
accounts.
Yet,
the

feed
rarely
incorporates
sales-‐related
or
promotions-‐related
messages.
Despite
this
smaller

following,
the
level
of
customer
engagement
with
the
page
was
fairly
high
and
consistent

throughout
the
examined
timeframe.
Most
tweets
received
at
least
three
retweets,
which

accounts
for
relatively
more
than
three
retweets
for
the
other
banks
with
larger
followings.

How
To
Posts

Reactions
to
posts
giving
tips
or
advice
differed
largely
by
the
bank
and
kind
of

advice
given.
Nevertheless,
certain
themes
reoccurred
during
analysis.

96

Twitter.
Citibank.
https://twitter.com/Citibank
(accessed
February
12,
2014).

34

The
most
popular
tips
were
relevant
to
a
young
demographic
that
is
either
about
to

enter
the
workforce
or
at
the
beginning
of
a
career.
For
instance,
Citi
and
BofA
provided

valuable
advice
to
small
business
and
start-‐up
owners
(Bofa
#37
and
#89;
Citi
#16),
as
well

as
to
young
professionals
(Citi
#34
and
45).
The
tweets
advising
small
business
owners

received
slightly
more
retweets
and
favorites
than
usual.
Yet,
tweets
informing
young
adults

about
the
“Pros
&
Cons
of
Going
into
#Business
w/
a
Friend:
5
Qs
to
ask
before
you

#startup”
(Citi
#34)
and
the
influence
of
wardrobe
in
the
business
world
(Citi
#45)
proved

very
popular.
The
tweet
about
partnering
with
a
friend
received
34
retweets,
17
favorites

and
one
positive
remark.
It
stands
out
clearly
in
the
Citi
feed,
in
which
most
tweets
are
not

shared
or
favorited
more
than
three
times
and
left
uncommented
upon.
These
results
imply

that
banks
need
to
develop
content
with
their
communities
in
mind.
The
tweets
were

actionable
because
they
could
be
easily
found
through
the
hashtags
#Smallbiz
and

#DidYouKnow
and
because
they
included
links
redirecting
users
to
the
tips.

All
of
Wells
Fargo’s
how
to
posts
were
related
to
the
bank’s
services
or
products
or

financing
in
general
(Wells
Fargo
#4,
#29,
#33,
#134,
#135,
#140
and
#144)
and
did
not

strike
out,
with
roughly
six
retweets
per
posts.
In
fact,
two
how
to
tips
generated
many

comments
(more
than
ten
each),
including
very
negative
and
extreme
remarks.
These

extremely
adverse
reactions
indicate
that
customers
do
not
like
to
be
lectured
about

shortcomings
in
their
personal
financing.
Both
posts
promote
Wells
Fargo
tools
to
help

people
“avoid
overdrawing”
(Wells
Fargo
#134)
and
make
sure
friends
are
paid
back
on

time
(Wells
Fargo
#144).

As
opposed
to
Wells
Fargo,
which
strictly
gave
advice
in
combination
with
product

and
service
promotions,
Citi
also
gave
general
tips
that
were
not
directly
connected
to

banking
or
finance.
Using
the
hashtag
#DidYouKnow,
Citi
informed
its
followers
about
the

life
benefits
of
a
suitable
wardrobe
(Citi
#45)
and
physical
activity
(Citi
#52)
and
was

35

rewarded
with
noticeably
more
retweets
than
normal
(10
and
17
as
opposed
to
the
usual
2

to
3).

1.2.4
Live
Tweeting

Unique
to
the
Twitter
sphere
is
so-‐called
live
tweeting,
which
“refers
to
the
practice

of
reporting
on
a
developing
story
through
a
series
of
real-‐time
status
updates
on
the

microblogging
network
Twitter.”
97

Live
tweets
are
typically
composed
to
include
a
hashtag

given
by
the
event
planner
and
are
posted
frequently
throughout
the
course
of
an
event.
98

A

search
for
a
particular
hashtag
allows
Twitter
user
to
retrieve
every
tweet
using
it.

Two
of
the
four
sample
banks
engaged
in
live
tweeting
while
hosting
events
(Chase

during
two
“Chase
Business
Insight
Seminars”
and
BofA
during
the
“CSR
Chat”)
or

participating
in
established
conferences
(BofA
at
the
“Sibos”
Conference
and
“New
York

Times
Schools
for
Tomorrow
Conference”).
The
live
tweets
generally
generated
little

engagement,
with
approximately
one
to
two
retweets
and
favorites
for
BofA
and
two
to

three
retweets
for
Chase.
This
low
engagement
has
to
be
relativized
due
to
the
purpose
and

nature
of
live
tweeting.
Firstly,
live
tweeting
serves
the
purpose
of
updating
an
audience

about
a
live
event
and
consists
of
series-‐connected
tweets
that
are
posted
only
minutes

apart
from
each
other.
Thus,
it
seems
reasonable
that
these
BofA
and
Chase
tweets,
posted

within
short
time
periods,
might
have
been
read
but
not
necessarily
favorited
or
retweeted

because
event
followers
were
busy
reading
the
next
tweets.
The
author
took
a
closer
look
at

the
live
tweets
and
identified
a
reoccurring
structure.

Prior
to
the
Live
Tweeting

The
banks
typically
announced
the
event
and
speakers
or
panelists
a
couple
of
days

before
they
were
due
to
happen
or
speak
and
alerted
followers
to
the
live
updates
again
on

97

Know
Your
Meme.
Livetweeting.
2009.
http://knowyourmeme.com/memes/livetweeting
(accessed

February
23,
2014).

98

Serneels,
Alexis.
How
to
really
define
a
live
tweet
?
July
2,
2013.

http://blog.livetweetapp.com/whats-‐a-‐livetweet/
(accessed
February
23,
2014).

36

the
day
of
the
events.
In
these
announcing
tweets,
Chase
and
BofA
promoted
the
event

hashtags
(Chase
#24
and
#78)
and
featured
speakers
by
tagging
them
in
the
tweets
(Chase

#21).

During
the
Live
Tweeting

Across
all
scrutinized
live
tweets,
the
majority
was
written
in
the
form
of
an

“amplifying
Tweet,
which
repeats
or
summarizes
something
(…)
of
note
in
what
is
being

said,
be
it
a
particularly
eloquent
phrase
or
a
poignant
idea.”
99

For
instance,
the
live
tweet

“The
term
'cloud'
can
mean
many
different
things
to
many
people,’
says
Pappas.
#BofA

#Sibos”
(BofA
#31)
was
aimed
at
channeling
the
idea
of
the
BofA
speaker
and
exposing
his

expertise
to
a
wider
audience.

Besides
tweeting
quotations
from
or
summaries
of
speakers,
the
banks
often

retweeted
people
who
attended
or
followed
the
event
and
commented
positively
on
the

things
discussed
or
the
speakers’
expertise
(BofA
#36,
#88
and
#77;
Chase
#25
and
#82).

By
featuring
listeners’
tweets
in
their
feeds,
both
banks
not
only
acknowledged

participation
but
also
used
the
positive
remarks
of
listeners
to
amplify
the
importance
of

the
speakers
and
promote
the
events.
Now
more
than
ever,
authenticity
has
become
a

prerequisite
to
doing
business
and
third-‐party
endorsement
has
been
proven
to
increase

credibility.
By
heavily
retweeting
people
who
are
not
affiliated
with
them,
the
banks
brand

themselves
and
the
events
in
a
more
authentic
and
credible
way.

After
the
Live
Tweeting

BofA
and
Chase
concluded
their
live
tweeting
sessions
by
thanking
people
for
the

turnout
and
participation
and
by
providing
follow-‐up
information
in
the
form
of
website

links
(Chase
#31
and
#87;
BofA
#87).

99

Long,
Christopher.
The
Art
of
Live-‐Tweeting.
September
16,
2013.

http://www.cplong.org/2013/09/the-‐art-‐of-‐live-‐tweeting/
(accessed
February
23,
2014).

37

Even
though
both
banks
generated
similar
low
amounts
of
engagement,
the
author

assessed
Chase’s
live
tweeting
efforts
to
be
more
effective
than
those
of
BofA.
Chase
not

only
retweeted
positive
remarks
posted
by
listeners
but
also
retweeted
posts
from
the

speaker
himself
(Chase
#80)
and
tagged
him
in
the
tweets.
The
goal
of
the
thought

leadership
approach
is
that
companies
put
themselves
in
a
positive
light
by
demonstrating

their
expertise
and
relevance
on
current
issues.
By
tagging
and
retweeting
the
speaker,

Chase
endorsed
his
relevance
and
gave
users
the
opportunity
to
interact
with
him.

Chase’s
live
tweeting
was
also
superior
to
BofA’s
live
tweeting
in
the
way
it

retweeted
event
attendees
and
made
its
live
tweets
more
visually
appealing.
While
BofA
did

not
include
any
on-‐site
pictures
in
its
live
tweets,
Chase
frequently
tweeted
its
own
pictures

(Chase
#24,
#27
and
#85)
from
the
events
and
retweeted
pictures
taken
by
attendees

(Chase
#25
and
#82).
In
this
way,
Chase
acknowledged
participation
and
enhanced
its

content.

1.2.5
CTA
and
Questions
Asked

Asking
any
question
or
including
any
CTA
in
a
tweet
is
not
a
sufficient
tactic
to
help

trigger
more
customer
engagement.
However,
if
a
CTA
or
question
fulfills
certain

requirements,
it
can
positively
impact
the
amount
and
sentiment
of
engagement.

The
CTA
Must
be
Easily
Actionable
and
Specific

For
instance,
if
a
tweet
calls
on
followers
to
“WATCH”
a
video
(e.g.,
Chase
#3
and

#39),
the
link
to
follow
this
“order”
has
to
be
embedded
in
the
tweet.
If
taking
the
action

involves
a
lot
of
effort,
Twitter
followers
are
unlikely
to
react
positively
to
the
CTA.
For

example,
BofA
asked
followers
to
“Tune
in
to
@BloombergTV
today
and
watch
for
our
ad
on

how
we're
helping
@Water
keep
safe
water
flowing.
#BofAML”
(BofA
#20)
and
received

minimal
engagement.
Similarly,
Wells
Fargo
asked
followers
to
“tune
in”
to
an
award
show

on
MSNBC
featuring
the
bank’s
support
of
Latino
entertainers
and
received
only
one

38

favorite
(Wells
Fargo
#150).
Watching
a
TV
program
demands
more
effort
than
clicking
on

a
video
link,
and
thus,
this
CTA
does
not
trigger
much
engagement.

Followers
are
more
likely
to
answer
questions
or
follow
CTAs
if
they
are
articulated

in
a
specific
way.
BofA
asked,
“Educators,
how
would
you
use
technology
to
teach
kids
about

personal
finance?”
(BofA
#48)
and
received
three
detailed
answers.
The
amount
of

comments
might
have
been
relatively
low,
but
the
amount
of
effort
people
put
into
the

answers
indicates
that
the
approach
worked.
Chase
shared
the
fact
that
September
16
is
the

most
popular
birthday
in
the
U.S.
and
added
“Who
do
you
know
celebrating
a
birthday

today?”
(Wells
Fargo
#65).
The
bank
also
specifically
asked
about
its
followers’
favorite
TV

shows
(Wells
Fargo
#73).
These
questions
were
answered
approximately
20
times
each,

which
stands
out
significantly
in
the
comment
section.

Twice,
Chase
called
on
followers
to
“RETWEET”:
if
they
were
watching
the
US
Open

(Chase#39)
and
if
they
were
excited
about
the
men’s
final
(Chase#63).
The
approximately

40
retweets
per
post
prove
the
efficacy
of
specific
CTAs.

In
comparison,
Wells
Fargo
asked

Twitter
followers
to
tweet
what
they
were
most
excited
about
regarding
the
return
of

autumn
(Wells
Fargo
#122)
and
what
inspired
them
to
buy
a
new
book
(Wells
Fargo
#66

and
#107).
Customer
engagement
was
absent
because
these
questions
were
asked
too

vaguely
and
following
along
with
the
conversation
would
require
much
effort
and
time.

CTAs
or
Questions
Must
Address
Twitter
Audience

Tweets
asking
questions
tailored
to
the
Twitter
audience,
which
is
generally
young

and
educated,
proved
popular.
Questions
such
as
“Know
a
HS
girl
who’s
a
#tech
whiz?
Tell

her
to
apply
(…)”
(BofA
#116)
and
“Are
you
a
U.S.
college
#student
who
loves
to
code?
Be
a

part
of
the
#JPMCodeForGood.
(…)”
(Chase
#75)
were
retweeted
more
than
usual.
CTAs
or

questions
that
addressed
an
older
audience
–
for
instance,
investors
(Wells
Fargo
#48)
–

remained
unanswered.

39

2.
Facebook
Results

2.1
Facebook
Page
Ranking
100

1. Bank
of
America

29,000
talking
about
this;
1,534,000
Likes

2. Citibank
US

17,000
talking
about
this;
947,000
Likes

3. Wells
Fargo

2,000
talking
about
this;
611,000
Likes

4. JP
Morgan
Community
1,000
talking
about
this;
88,000
Likes

2.2
Facebook
Themes

2.2.1
Multimedia
is
a
Necessity

The
top
two
bank
Facebook
pages
–
Bank
of
America
and
Citibank
US
–
included

multimedia
in
the
form
of
photos,
videos
or
photo
albums
in
almost
all
September
posts.

Wells
Fargo
only
posted
once
without
embedding
multimedia
content.
The
bottom-‐placed

JP
Morgan
Community
page
only
posted
one
video
and
one
photo
within
the
timeframe.

Facebook
is
a
much
more
visual
website
and
picture-‐centered
platform
than
Twitter;
thus,

the
inclusion
of
a
picture
in
a
post
appears
to
be
a
necessity
rather
than
an
extra
effort
to

make
content
appealing
and
sharable.
In
contrast
to
Twitter
posts,
in
which
certain
videos

generated
enormous
responses,
no
videos
posted
on
Facebook
stood
out
for
extraordinary

customer
engagement.

2.2.2
Facebook
Audience
Needs
to
Be
Addressed

The
Facebook
accounts
that
proved
to
be
the
most
popular
and
to
generate
the
most

engagement
acknowledged
the
differences
between
audiences
on
Facebook
and
Twitter.

The
BofA
Facebook
page,
for
instance,
posted
a
picture
of
students
participating
in
its

Backstage
Spotlight
program,
which
trains
students
aspiring
to
pursue
technical
careers
in

the
arts.
At
the
end
of
the
photo
caption,
BofA
asked
the
question
“Were
you
ever
in
a
play

100

As
of
February
8,
2014.

40

growing
up?”
(BofA
#5)
and
received
an
exceptional
166
comments.
The
vast
majority
of

the
comments
answered
the
question
and
commenters
occasionally
complimented
BofA
on

the
Backstage
Spotlight
initiative.
BofA
addresses
parents
and
people
who
clearly
have

outgrown
student
age.
The
bank
recognizes
the
ages
and
life
stages
of
its
audience
and

successfully
triggers
feelings
of
nostalgia
by
asking
about
childhood
memories.

The
difference
between
the
Facebook
and
Twitter
audiences
also
became
evident
in

one
of
Wells
Fargo’s
Facebook
posts.
The
bank
posted
the
same
picture
onto
both
platforms

and,
while
remaining
mainly
unnoticed
on
Twitter,
the
picture
generated
abundant
and

positive
engagement
on
Facebook
(Wells
Fargo
#22).
The
picture,
which
read
“Would
you

rather:
See
the
sunrise
or
sleep
in?”
was
shared
172
times,
liked
6972
times
and

commented
upon
332
times.
This
remarkable
return
on
engagement
could
be
rooted
in
the

different
audiences
of
the
two
platforms.
Wells
Fargo
also
tagged
five
people,
of
whom
two

were
older
than
40
(based
on
their
profile
pictures),
which
suggests
that
the
bank

deliberately
addressed
its
older
Facebook
audience.

The
consistently
low
engagement
on
Chase’s
Facebook
page
demonstrates
that
the

bank
failed
to
speak
to
the
right
audience.
In
four
out
of
six
Facebook
posts,
Chase
clearly

targeted
a
young
audience.
Three
posts
(Chase
#9,
#13
and
#14)
promoted
upcoming

career
networking
events
at
U.S.
campuses
and
one
post
(Chase
#12)
dealt
with
the
CSR

initiative
Code
for
Good
Challenge,
which
brings
together
college
students
studying

technology
to
develop
solutions
to
challenges
faced
by
nonprofits.
Three
of
these
posts
were

never
shared
and
one
was
shared
only
once;
none
achieved
more
than
14
likes
and
they

averaged
one
comment.
These
sobering
engagement
numbers
cannot
be
compared
one-‐to-‐
one
with
Wells
Fargo’s
and
BofA’s
numbers
because
the
latter
two
generally
generate
a

larger
number
of
shares,
likes
and
comments.
However,
the
almost
non-‐existing

41

engagement
with
the
posts
addressing
college
students
demonstrates
that
Chase
misread
its

Facebook
audience
and
used
the
wrong
channel
to
appeal
to
a
young
crowd.

2.2.3
Long
Facebook
Posts
Do
Not
Resonate

Unlike
Twitter,
Facebook
allows
posts
that
exceed
140
characters.
Yet,
results

indicate
that
overlong
posts
do
not
appeal
to
the
banks’
Facebook
audiences.
Chase
posted

five
captions
and
one
link
in
September.
Four
out
of
the
five
captions
averaged
340

characters.
These
drawn-‐out
descriptions
of
career
events
and
CSR
initiatives
might

contribute
to
the
overall
unpopularity
of
Chase’s
Facebook
page
as
well
as
the
very
low
level

of
engagement
throughout
September.

2.2.4
Tags
Prove
Helpful

Facebook
offers
a
tool
to
tag
people
or
locations
in
posts.
BofA
made
use
of
this

function
by
adding
“AT&T
Performing
Arts
Center”
as
a
location
in
one
of
its
September

posts
(BofA
#5).

Citi
tagged
nine
people
in
a
post
about
its
mobile
banking
(Citi
#28)
and

Wells
Fargo
tagged
five
people
in
its
picture
post
announcing
a
road
trip
contest.
All
of
these

posts
generated
high
levels
of
user
engagement.
Within
the
September
timeframe,
these

posts
topped
the
number
of
shares
for
both
the
BofA
and
Wells
Fargo
Facebook
accounts

(BofA,
121
shares
and
Wells
Fargo,
172
shares).

Tags
of
people
and
locations
make
posts
more
actionable
because
they
serve
as
links

to
the
tagged
profiles
or
locations.
Tagging
a
user
personalizes
the
message
because
the

person
tagged
receives
an
individual
notification.
It
is
noteworthy
that
the
posts
that

included
tags
also
asked
questions
and
embedded
multimedia
content.
The
tags
are
likely
to

be
contributing
factors
to,
not
the
sole
causes
of,
the
outstanding
amounts
of
engagement.

2.2.5
CTA
and
Questions
Asked

In
accordance
with
one
of
the
Twitter
themes,
users
who
were
asked
to
share
an

opinion
or
experience
responded
by
sharing
posts
and
commenting
content.
When
BofA

42

asked
about
childhood
theater
experiences,
the
vast
majority
of
comments
on
the
post

answered
the
question
(BofA
#5).
Wells
Fargo’s
post
asking
“Would
you
rather:
drive

through
the
night
and
see
the
sunrise,
or
sleep
in
and
enjoy
the
view
along
the
way?”
(Wells

Fargo
#22)
also
generated
many
answers
within
its
332
comments.
The
questions
might

not
have
been
the
only
reason
why
people
engaged
an
exceptional
amount,
but
they
are

likely
to
have
factored
into
the
popularity
of
the
posts.

Users
are
not
drawn
in
with
any
kind
of
CTA
or
question.
In
one
post,
Citi
announced

a
“Poll:
What's
your
favorite
kind
of
‘me’
time?”
(Citi
#24),
offered
a
selection
of
four

answers
and
concluded,
“Make
time
for
‘me’
time
&
earn
2X
ThankYou®
Points.”
The
poll

was
only
shared
three
times
and
answered
twice,
which
could
be
for
several
reasons.
For

one
thing,
the
question
offered
very
limited
answers
for
a
very
general
question
about
“me”

time.
Users
are
likely
to
engage
more
with
open-‐ended
questions
because
they
give
them

the
opportunity
to
elaborate
on
their
experiences
or
opinions
and
answer
genuinely.

Furthermore,
the
question
was
obviously
intended
to
promote
Citi’s
ThankYou®
credit

card.
It
is
probable
that
users
figured
out
the
underlying
sales
intention
and,
hence,

perceived
the
question
as
insincere.

2.2.6
Customer
Service

Facebook
is
widely
used
to
comment
on
posts.
While
Twitter
is
often
used
to
share

(retweet)
posts,
Facebook
is
a
very
comment-‐focused
platform.
By
comparing
the
plain

number
of
comments
that
Twitter
and
Facebook
posts
received,
it
is
obvious
that
Facebook

users
often
engage
in
extensive
conversations
with
the
banks
or
other
users.
Complaints,

especially,
were
often
very
detailed,
lengthy
and
articulated
in
very
offensive
language.

Within
the
scope
of
this
study,
it
is
difficult
to
evaluate
the
effectiveness
of
certain

customer
service
strategies
because
banks
generally
try
to
transfer
complaints
out
of
the

visible
social
media
arena.
There
is
no
data
evidence
indicating
people’s
level
of
satisfaction

43

with
the
customer
service
after
the
issues
had
been
taken
off
the
social
media
ground.
It
is,

however,
possible
to
detect
certain
patterns
in
the
different
ways
customer
service
was

handled
by
the
sample
banks.
Looking
at
the
overall
popularity
of
each
Facebook
page
and

prior
insights,
the
author
evaluated
the
different
customer
service
approaches.

BofA
and
Citi
appear
to
follow
a
similar
customer
response
matrix,
which
outlines

the
circumstances
under
which
a
social
media
complaint
should
be
addressed.
Both
banks

consistently
replied
in
a
personalized
(e.g.,
“Hello
username”
or
“Hi
username”)
and
timely

(often
within
less
than
three
hours
after
the
complaint
was
posted)
manner.
BofA
refers

frustrated
users
to
its
“Help
App.”
The
application
enables
users
to
securely
provide
their

names,
account
information
and
the
times
and
dates
of
when
they
wish
to
be
contacted
by
a

service
representative.
The
link
to
download
the
application
is
included
in
every
reply
on

Facebook.
Citi
also
includes
a
link
that
enables
complainers
to
securely
store
their
personal

information.

Additionally,
Citi
tries
to
personalize
responses
to
customer
complaints
by

writing
posts
from
the
perspective
of
a
specific
customer
service
representative.
For

instance,
one
reply
stated,
“Hello
Jason.
Your
post
concerns
me.
(...)
Regards,
John.”
Citi

likely
chose
this
approach
to
make
frustrated
customers
feel
as
if
they
were
being
taken

seriously
by
a
real
person
and
not
fobbed
off
by
an
automated
response.
It
remains

questionable,
however,
whether
customers
actually
believe
“John”
is
deeply
concerned
with

their
posts
or
whether
“John”
even
exists.

Wells
Fargo’s
customer
service
strategy
differs
from
those
of
Citi
and
BofA.
When

Wells
Fargo
asked
the
general
question
about
whether
users
preferred
watching
the
sunrise

or
sleeping
in
(Wells
Fargo
#22),
it
acknowledged
each
and
every
response
with
a
short
and

personalized
comment.
The
author
found
the
same
response
pattern
of
writing
a
note
to

every
respondent
on
Wells
Fargo’s
Twitter
account.
Another
particularity
of
Wells
Fargo’s

response
approach
is
that
the
replies
are
posted
by
commenting
on
the
users’
answers

44

instead
of
writing
separate
comments.
Within
the
assessed
posts,
Wells
Fargo
replied
to

most
comments,
of
both
negative
and
positive
natures,
within
approximately
two
hours.

45

IV.
RECOMMENDATIONS

1.
Combine
a
Variety
of
Engagement
Strategies

The
results
of
the
qualitative
content
analysis
did
not
identify
one
clearly
favored

engagement
approach.
Brands
that
varied
their
messaging
on
one
social
media
platform

proved
to
have
the
most
involved
audiences
(e.g.,
on
Twitter:
@Chase).
On
the
contrary,

brands
that
limited
their
engagement
strategies
to
CSR
and
marketing-‐related
messages

failed
to
engage
their
audiences.
The
author
advises
banks
to
implement
a
mix
of
the

following
engagement
strategies.

1.1
Tie-‐Ins
To
Pop
Culture

Connect
your
content
to
ongoing
events
relevant
to
the
platform
audience.
The

Twitter
audience,
which
tends
to
be
younger
and
generally
more
educated
than
the
general

population,
responds
positively
to
social
media
posts
about
sporting
events
(e.g.,
the
US

Open
or
the
start
of
football
season).
The
banks
can
tap
into
existing
conversations
about

pop
culture
events
such
as
the
start
of
football
or
the
TV
season
by
using
established

hashtags
in
their
social
media
posts
(e.g.,
#Alzheimers,
#USOpen
or
#Football).
People
who

are
interested
in
a
certain
event
retrieve
posts
by
searching
for
a
particular
hashtag.
In
this

way,
a
brand
can
expand
its
reach
to
users
who
might
not
yet
be
customers
and

demonstrate
its
ties
to
and
interest
in
these
events.

1.2
Memorial
Posts

Social
media
committees
need
to
be
aware
of
past
tragedies
and
present
crises.

Users
acknowledge
social
media
posts
in
remembrance
of
national
tragedies
or
disasters

such
as
9/11,
the
Navy
Yard
shooting
or
the
Colorado
flood
by
heavily
sharing
the
banks’

memorial
posts.
It
is
imperative
to
refrain
from
trivial
sales-‐push
messages
during
times
of

far-‐reaching
crisis
because
they
would
portray
a
brand
as
uninformed
and
uncaring.

46

1.3
How
To
Posts

The
results
of
this
study
indicate
that
social
media
posts
that
provide
relevant

guidance
or
advice
resonate
well
with
social
media
audiences.
Only
the
tips
that
were

relevant
to
the
platform’s
audience
were
acknowledged
through
engagement.
For
instance,

Twitter
followers
value
career
advice
that
is
relevant
to
young
professionals
or
people

entering
work
life.
Banks
should
enrich
their
how
to
posts
with
established
hashtags
such
as

#college
or
#startup
to
reach
people
seeking
career
advice
beyond
their
existing
social

media
networks.

Posts
should
include
links
redirecting
interested
users
to
overviews
of
the

tips.

1.4
Marketing
Messages

The
findings
of
this
study
suggest
that
financial
institutions
should
generally
limit

the
sales
and
marketing-‐related
messages
on
their
social
media
accounts.
Yet,
it
is

recommendable
to
include
certain
marketing
messages
in
the
mix
of
engagement
strategies.

Marketing
messages
about
contests
evoke
customer
engagement
if
executed

properly.
A
contest
has
to
be
relevant
to
the
audience
of
the
platform
or
platforms
on
which

it
will
be
hosted.
For
instance,
Chase’s
Twitter
followers
showed
interest
in
the
US
Open.

Thus,
a
Twitter
contests
related
to
the
tennis
event
is
reasonable.
Consumers
are

bombarded
with
corporate
contests
daily,
so
participation
has
to
be
facilitated
as
much
as

possible.
Contest
announcements
should
contain
basic
rules,
highlights
of
the
grand
prize

and
a
link
to
more
details,
restrictions
and
guidelines.
Entering
a
contest
needs
to
be

effortless
and
specific
to
maximize
participation.
For
example,
if
users
are
asked
to
upload
a

picture,
it
must
be
something
that
they
can
easily
access
and
that
does
not
invade
their

privacy.

47

1.5
Retweet
Other
Entities

On
Twitter,
retweets
of
others
are
featured
in
the
feed
of
the
retweeting
user.

Financial
institutions
should
embrace
this
platform-‐specific
tool
to
freshen
their
Twitter

accounts
and
increase
their
credibility.
The
author
advises
banks
to
retweet
both
non-‐
affiliated
and
affiliated
parties.

Reposting
a
status
that
amplifies
a
bank’s
actions
or
initiatives
is
particularly

powerful
if
the
original
poster
is
not
connected
to
the
bank
(other
than
by
maybe
being
a

customer).

If
the
bank
retweets
partners
or
sponsored
organizations,
it
informs
people
about

these
partnerships
in
a
subtle
way.

Retweeting
subsidiaries
or
other
corporate
handles

(e.g.,
BofA
retweets
BofA_Support)
can
assist
in
sharing
a
proactive
service
announcement

or
other
brand-‐related
news.

2.
Embrace
Platform
Differences

The
content
published
on
social
media
sites
has
to
fit
the
audience,
features
and

purpose
of
those
particular
platforms.
Facebook
users
tend
to
be
older
and
engage
more

heavily
in
commenting,
so
engagement
strategies
must
be
modified
accordingly.
By

specifically
addressing
this
audience
and
sharing
content
relevant
to
this
age
group,
banks

will
likely
increase
their
customer
engagement.

Twitter
serves
as
a
news
update
microblogging
site
and
is
widely
used
by

millennials
and
educated
users.
Thus,
content
must
be
valuable
to
these
audiences
and

practices,
such
as
live
tweeting
and
the
use
of
hashtags,
should
be
incorporated
into
banks’

Twitter
strategies.

The
imperative
to
post
frequently
applies
to
every
platform.
Yet
the
definition
of

“frequent
posts”
varies
by
social
media
platform.
On
Twitter,
posting
frequently
refers
to

posting
one
or
multiple
updates
per
day.
On
Facebook,
however,
banks
should
restrain
from

48

posting
as
frequently
as
on
Twitter
because
the
Facebook
audience
tends
to
seek

multimedia
attachments
in
every
post.
In
other
words,
a
bank
should
only
post
on
its

Facebook
page
if
it
has
a
relevant
link,
photo,
photo
album
or
video
to
share.

With
certain
social
software,
like
Hearsay
Social,
it
is
possible
to
publish
the
same

content
across
various
social
channels
and
certain
news
is
valuable
to
audiences
across

various
platforms.
These
messages
should
still
be
“customized
according
to
platform

particularities.”
101

3.
Operate
As
Few
Corporate
Accounts
As
Possible

The
author
urges
financial
institutions
to
strategically
assess
how
many
corporate

handles
are
needed
on
any
one
particular
social
platform.
It
is
reasonable
to
dedicate
a

separate
account
to
a
specific
cause
or
need
if
it
offers
enough
content
to
operate
an
active

account
and
if
it
targets
a
distinct
audience.

Generally,
banks
are
advised
to
operate
only
as
many
accounts
as
needed
so
that
the

same
brand
does
not
compete
for
followers
or
fans
on
different
accounts.

Established

initiatives
(e.g.,
@ChaseCommunityGiving)
and
customer
service
providers
(e.g.,

@BofA_Help,
@ChaseSupport)
are
suitable
to
be
handled
separately
on
Twitter
because

they
might
otherwise
interfere
with
the
corporate
account’s
communication
goals.
On

Facebook,
banks
are
advised
to
handle
customer
service
on
one
official
Facebook
page
and

diversify
only
for
events
or
established
causes.

Dedicating
corporate
social
media
accounts
to
sales
messages
or
geographic

locations
has
proven
to
be
ineffective.
Besides
operating
a
separate
customer
service

handle,
Citi
further
splits
its
official
Twitter
presence
between
two
accounts,
@Citi
and

@Citibank.
Based
on
the
profile
descriptions,
Citi
devotes
the
former
to
general
updates
and

the
latter
to
promotion-‐related
updates,
yet
content
analysis
results
indicate
that
sales

101

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

49

messages
are
still
distributed
on
the
@Citi
account.
The
target
audiences
of
both
accounts

overlap
and
Citi
fails
to
exploit
the
brand’s
opportunities
to
engage
Twitter
users.
Similarly,

Chase
has
no
distinct
official
Facebook
presence
(e.g.,
JP
Morgan
Community,
Chase

Freedom
or
Chase
Bank
Kenya)
and
therefore
fails
to
match
the
amount
of
customer

engagement
it
receives
on
Twitter.

4.
Ask
Specific
And
Easily
Actionable
Questions
And
CTA

4.1
Facilitate
Following
The
CTA
Or
Answering
The
Question

If
a
financial
institution
calls
on
its
social
media
audience
to
take
a
specific
action
–

for
instance,
consume
certain
content
or
vote
and
comment
on
a
matter
–
following
that

request
has
to
be
made
as
easy
and
effortless
as
possible.
By
embedding
a
link
to
a
video
or

article,
the
financial
institution
ensures
that
social
media
users
can
easily
access
the
content

and
share
their
opinions
on
it.

4.2
Begin
Posts
With
Capitalized
CTA

Explicit
and
capitalized
CTAs
at
the
beginning
of
tweets,
e.g.,
“WATCH,”
“RETWEET”

or
“VOTE,”
represent
an
effective
engagement
tactic.
The
capitalization
grabs
users’

attention
and
increases
the
likelihood
of
people
engaging
with
the
brand.
It
is

recommendable
to
begin
a
post
with
the
question
or
CTA,
particularly
on
Facebook,
where

posts
tend
to
be
longer,
to
ensure
that
the
question
or
CTA
is
noticed.

4.3
Tie
Questions
and
CTA
To
Pop
Culture

Posts
in
which
the
sample
banks
asked
their
audiences
to
share
an
opinion
or

experience
regarding
a
pop
culture
event
proved
to
be
effective.
Asking
a
question
about
an

ongoing
social
event
or
topic
demonstrates
that
the
bank
understands
what
is
on
its

followers’
minds.
Questions
or
CTAs
that
are
separate
from
the
brand’s
activities
appear

genuine
and
are
likely
to
increase
the
return
on
user
engagement.
In
contrast,
banks
should

50

not
misuse
this
tactic
to
push
promotions
or
sales
messages.
Findings
suggest
that
social

media
users
figure
out
the
marketing
agendas
hidden
behind
these
kinds
of
questions
and

CTAs.
Customers
do
not
engage
with
these
posts
because
they
feel
deceived
and,
ultimately,

the
brand
loses
trust
and
credibility.

4.4
Address
A
Certain
Audience
In
The
Question
or
CTA

Social
media
platforms
differ
in
their
typical
user
bases.
Even
within
a
certain

platform,
banks
communicate
to
multiple
audiences.
It
is
advisable
to
address
platform’s

sub
audiences
in
questions
or
CTAs,
especially
if
the
content
is
mostly
relevant
to
those
sub

audiences.
In
this
way,
members
of
the
addressed
audience
sense
that
the
bank

acknowledges
them
as
customers
and
values
their
insight.
Banks
can
address
an
audience

by
using
a
hashtag,
e.g.,
#students,
or
stating
the
audience
name
at
the
beginning
of
a
post.

Another
benefit
to
referring
to
a
specific
audience
is
that
other
people
can
easily
disregard

content
that
is
not
of
interest
to
them.
Some
might
argue
that
addressing
specific
sub-‐
audiences
limits
posts’
reach
and
decreases
the
amount
of
user
engagement.
The
author,

however,
believes
that
few
and
very
sincere
signs
of
engagement
(e.g.,
a
detailed
answer)

are
valuable
and
demonstrate
high
levels
of
brand
affinity.
The
fact
that
the
addressed
users

extensively
engaged
with
content
indicates
that
they
appreciated
being
talked
to.

4.5
Ask
Open-‐Ended
And
Specific
Questions

Polls
offering
a
limited
number
of
answers
do
not
facilitate
people
responding
to

them.
Rather,
the
study’s
results
indicate
that
users
feel
limited
in
their
answers
and

restrain
from
engaging
with
these
posts.
Moreover,
questions
asked
too
vaguely
(e.g.,
“What

are
you
most
excited
about
in
autumn?”)
make
users
unlikely
to
put
the
effort
into

responding.
The
question
must
be
articulated
in
a
specific
way
(e.g.,
“Who
do
you
know

celebrating
a
birthday
today?”)
without
being
too
personal.
Wells
Fargo
vaguely
asked,

51

“what
does
a
perfect
road
trip
look
like
for
you?”
and
received
minimal
engagement.

Followers
are
likely
to
perceive
this
question
as
too
general
to
answer
in
140
characters

and,
possibly,
as
too
invasive.

5.
Match
Tone
With
Social
Media
Sphere

The
way
parties
interact
on
social
media
differs
largely
from
the
ways
they
interact

in
other
communication
channels.
Financial
institutions
must
specify
their
corporate
voice

in
their
social
media
strategies,
matching
it
with
the
uniqueness
of
this
new
public
relations

channel.
The
ability
of
users
to
express
their
like
or
dislike
immediately
should
be
taken

into
account
when
creating
messages
on
social
media
platforms.
The
results
of
this
study

show
that
users
dislike
being
lectured
about
personal
financing.
Users
also
do
not
engage

with
messages
articulated
in
a
self-‐praising
manner.
Instead,
banks
should
adopt
a
more

casual
and
partially-‐comical
tone
when
reaching
out
to
customers
online.
This
tone
can

express
itself
by
the
sharing
of
funny
videos,
pictures
or
captions.

6.
Live
Tweeting

Live
tweeting
is
an
effective
tool
“because
it
brings
immediacy,
which
is
valuable

and
the
purpose
of
Twitter.”
102

It
is
important
to
follow
a
certain
live
tweeting
structure
to

maximize
engagement.

A
financial
institution
should
announce
its
live
tweeting
presence
and
the
event
a

couple
of
days
before
it
is
due
to
happen
and
introduce
the
event
hashtag.
It
is

recommendable
to
remind
users
of
the
live
tweeting
on
the
day
of
the
event.
During
the
live

updates,
the
bank
is
advised
to
alternate
between
amplifying
tweets
quoting
speakers
and

retweeting
people
participating
in
the
event,
either
onsite
or
online.
By
acknowledging

attendees’
posts,
the
institution
promotes
participation
and
the
value
of
the
event.

102

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

52

The
author
recommends
embedding
pictures
into
the
live
tweets,
either
by
posting

them
directly
on
behalf
of
the
bank
or
by
retweeting
people
who
take
pictures
onsite.
To

make
posts
more
actionable,
the
financial
institution
should
tag
speakers
and
panelists
and

other
participating
entities.
Piovesan
points
out
that
live
tweeting
from
industry

conferences
is
likely
to
target
audiences
that
differ
from
the
brand’s
regular
audiences,

including
conference
attendees
and
people
who
were
not
able
to
but
wished
to
attend.

These
audiences
are
not
necessarily
the
bank’s
customers
or
Twitter
followers,
but
are

likely
to
value
the
bank’s
contribution
to
the
conference.
It
is
crucial
to
consistently
use
the

event
hashtag
to
reach
these
audiences
and
to
facilitate
the
retrieval
of
event-‐specific

updates.

7.
Use
The
Tag
Feature

7.1
Customer
Tags

Similarly
to
Twitter,
Facebook
offers
the
feature
to
tag
people
into
posts
and

comments.
Financial
institutions
are
advised
to
tag
people
that
are
relevant
to
the
shared

content.
For
instance,
if
an
internet
meme
describes
a
person’s
habit,
that
person
should
be

tagged.
The
tagged
customer
will
be
notified
individually
and
is
likely
to
engage
with
the

content
in
case
it
is
relevant
to
him
or
her.

7.2
Affiliated
Organizations
And
People

Financial
institutions
are
advised
to
tag
affiliated
entities
(e.g.,
sponsored

organizations,
partners
and
supported
non-‐profits),
as
well
as
people
(e.g.,
bank
executives

and
partners),
to
make
their
posts
more
actionable
and
people
more
approachable.
The

syndication
of
affiliated
entities
simplifies
visiting
the
entities’
profiles
and
doing
research

about
an
initiative
or
event
and,
thus,
likely
increases
engagement.

53

7.3
Locations

Location
tags
are
unique
to
Facebook
and
offer
another
way
to
increase
customer

engagement
with
banks’
messages.
If
possible,
banks
should
tag
locations
of
past
and
future

events.
If
a
post
informs
people
about
a
future
event,
customers
can
easily
click
on
the

tagged
location
to
retrieve
its
address
and
parking
information
or,
sometimes,
to
even
take

virtual
tours
of
the
premises
(e.g.,
AT&T
Performing
Arts
Center
in
BofA
#5).
Additionally,

the
tag
introduces
the
location
to
the
attendees
and
encourages
them
to
“check-‐in”
via

Facebook
on
the
day
of
the
event.
“Institutions
that
aim
to
humanize
management
should

tag
executives
in
locations
they
visit
and
events
they
attend.”
103

8.
Invoke
The
Brand’s
History
On
Social
Media

Being
retro
is
often
perceived
as
cool.
Major
financial
institutions
have
the
benefit
of

long
brand
histories,
which
can,
if
leveraged
properly,
draw
customers
in
online.
Results
of

this
study
show
that
old-‐fashioned
black
and
white
pictures
of
old
print
ads
trigger

considerate
levels
of
engagement.
Images
from
“when
the
world
seemed
safer,
more

comprehensible,
and
much
less
commercial”
104

have
proven
to
activate
feelings
of
nostalgia.

A
brand
can
satisfy
this
desire
to
return
to
simpler
and
less
stressful
times
by
sharing
a

piece
of
its
brand
history
online.
Pictures
capturing
a
cultural
moment
that
the
brand
was

part
of
can
create
a
powerful
sense
of
authenticity.
Nostalgia
means
something
different
to

each
generation.
So,
former
epochs
and
brand-‐selves
are
evoked
effectively
when
the
brand

strategically
takes
age
differences
on
accounts
and
platforms
into
consideration.

103

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

104

Brown,
Stephen,
Robert
V.
Kozinet,
and
John
F
Sherry
Jr.
"Teaching
Old
Brands
New
Tricks:
Retro

Branding
and
the
Revival
of
Brand
Meaning."
Journal
of
Marketing
67
(2003):
20.

54

9.
Consistently
Follow
The
Customer
Service
Strategy

The
key
takeaway
from
the
qualitative
content
analysis
and
interview
is
that
there

are
a
variety
of
customer
service
approaches
for
dealing
with
customer
feedback.

Whichever
customer
service
strategy
an
institution
chooses
to
pursue,
it
should
do
so

consistently
across
social
media.
Industry
expert
Piovesan
says,
“Don’t
set
up
a
trend
and

then
follow
it
inconsistently.”
105

In
addition
to
responding
to
complaints,
a
bank
might

decide
to
reply
to
positive
remarks,
which
would
cause
customers
complimenting
the
brand

to
expect
acknowledgement.
If
the
brand
then
does
not
respond
to
these
customers,
“it
will

create
confusion”,
106

which
is
likely
to
decrease
the
brand’s
credibility.

It
is
up
to
the
brand
to
decide
to
whom
to
respond.
However,
the
popularity
of
Wells

Fargo’s
Twitter
and
Facebook
accounts
indicates
that
replying
to
both
negative
and
positive

comments
represents
an
engaging
feedback
strategy.
This
broader
response
matrix

requires
a
lot
of
time
and
staff,
but
“If
you
want
to
be
seen
as
human
and
increase
your

customer
base,
you
want
to
try
to
engage
on
both
ends,
both
positive
and
negative.”
107

Piovesan
emphasizes
that
it
does
not
have
to
be
one
way
or
the
other;
banks
might
choose

to
reply
to
all
complaints
and
acknowledge
only
a
few
positive
statements.
To
save
time
and

resources,
a
brand
can
also
acknowledge
positive
comments
by
liking
or
favoriting
them.
“If

your
strategy
is
to
proactively
engage
your
end
users
on
social
media,
then
liking
positive

remarks
makes
sense
because
it
falls
within
that
policy.”
108

9.1
Personalize
Responses

Negative
comments
should
be
addressed
in
a
helpful,
genuine
and
personal
way.

Financial
brands
should
provide
links
to
service
apps
or
other
tools
that
help
solve
issues.

105

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

106

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

107

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

108

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

55

“There
is
always
a
value
in
trying
to
make
a
reply
as
personal
as
possible.”
109

Writing
a

response
from
a
service
representative’s
perspective
and
addressing
the
frustrated
user
by

name
accomplish
personalization.
Piovesan
applauds
the
computer
company
Dell’s
solution

to
humanizing
service
representatives
on
social
media.
Its
customer
service
Twitter

account,
@DellCares,
displays
photos
and
the
names
of
the
service
agents
in
charge
of

dealing
with
complaints.
Each
response
on
behalf
of
Dell
is
signed
by
one
of
these
service

representatives
and
customers
can
refer
to
the
pictures
to
know
who
is
helping
them.
In

this
way,
the
corporation
puts
a
face
to
the
representatives
and
replies
appear
more

authentic.
The
author
advises
financial
institutions
to
follow
a
similar
approach
on
their

Twitter
accounts
dedicated
to
customer
service
(e.g.,
@ChaseSupport,
@BofA_Help,

@Ask_WellsFargo
and
@AskCiti).

9.2
Ignore
Extreme
Complaints

Internal
social
media
policy
should
also
outline
the
cases
in
which
complaints

should
not
be
addressed.
Piovesan
explained
during
the
interview,
“If
somebody
is
clearly

being
abusive,
it
is
probably
not
worth
your
time.”
110

The
bank
must
predefine
“abusive”
to

properly
guide
social
media
personnel.
It
might
be
reasonable
to
ignore
comments
that

include
profane
and
extreme
language
or
attack
the
bank
as
a
whole.
These
outraged
people

are
unlikely
to
reverse
their
negative
brand
images
because
of
a
corporate
response
and
the

resources
–
time
and
people
–
can
be
used
elsewhere
more
effectively.

While
it
might
be

strategic
to
ignore
certain
comments,
they
should
never
be
deleted.

109

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

110

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

56

10.
Make
Use
Of
Industry-‐Tailored
Software

As
stated
in
the
section
on
industry
trends,
software
providers
are
capitalizing
on

the
financial
services
industry’s
need
for
social
media
guidance
in
a
compliant
way.
Hearsay

Social,
for
instance,
assists
financial
service
companies
on
two
levels.
Firstly,
it
provides
so-‐
called
“brand
solutions”,
111

which
incorporate
guidance
on
corporate
social
media
accounts.

Secondly,
it
provides
tools
for
a
brand’s
sales
agents,
“empowering
them
to
reach
out
into

their
social
networks
and
create
business
relationships.”
112

Based
on
its
deep
knowledge
of
the
industry,
Hearsay
Social
has
prepopulated
a

library
of
keywords
to
help
facilitate
compliance.
Whenever
a
social
media
post
includes

one
of
these
keywords,
the
post
is
flagged
and
has
to
be
reviewed
by
a
compliance
officer

before
it
can
be
published.
For
example,
if
employees
try
to
post
“guaranteed
returns”
onto

corporate
or
personal
social
media
accounts,
the
software
proactively
disables
publishing

because
regulation
prohibits
guarantees
of
returns.
The
keyword
library
can
also
be

customized
according
to
the
bank’s
history
and
internal
policy.
Piovesan
explained
that

banks
might
add
keywords
if
they
do
not
want
to
refer
to
certain
past
events
or
if
they

internally
decide
to
stay
away
from
controversial
topics
like
politics,
for
instance.

The
Hearsay
Social
software
also
archives
the
social
media
activity
of
all
registered

users
to
reactively
track
successes
and
failures.

Sales
agents
are
enabled
to
publish
content

across
multiple
social
media
platforms.
According
to
insights
from
the
content
analysis
and

interview,
messages
can
be
recycled
multiple
times
if
they
are
intriguing
and
relevant
to
the

audience.

The
software
calculates
when
an
agent’s
social
networks
are
most
active
and
the

agent
can
schedule
social
media
postings
according
to
these
peak
times.

The
software

111

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

112

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

57

solution
also
monitors
the
agent’s
networks
for
so-‐called
“social
signals,”
113

defined
as

events
or
status
updates
that
are
relevant
from
a
financial
services
sales
perspective.
These

social
signals
incorporate,
among
other
things,
when
users
share
that
they
have
a
baby,
get

married,
buy
a
house
or
switch
jobs
because
each
of
these
incidents
translates
into
a
new

financial
service
need.
Piovesan
described
that,
after
logging
into
Hearsay
Social,
the
agent

sees
a
rundown
of
all
social
signals
given
within
his
or
hers
social
networks
for
a
specific

timeframe.
It
is
then
up
to
the
agent
to
evaluate
to
whom
to
reach
out,
depending
on
the

strength
of
his
or
her
ties
to
these
social
media
friends.
Social
Software
providers
that

specialize
in
catering
to
the
financial
services
industry
often
operate
on
one-‐to-‐two-‐year

contract
bases
and
the
cost
is
determined
by
the
number
of
registered
software
users.
114

The
author
advises
financial
institutions
to
make
use
of
these
tailored
services

because
they
tremendously
facilitate
social
media
activity
and
compliance
on
a
corporate

and
agent
level.

113

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

114

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

58

V.
CONCLUSION

The
financial
services
industry
still
largely
shies
away
from
participating
in
social

media
for
fear
of
encountering
potentially-‐harmful
user-‐generated
content
or
inadvertently

violating
compliance
regulations.

The
findings
of
this
study
underline
that,
if
well
conceived
and
executed,
social

media
campaigns
present
an
effective
mechanism
for
financial
services
organizations
to

engage
with
target
audiences.
Forward
looking,
it
is
imperative
that
financial
institutions

identify
relevant
key
performance
indicators
and
tie
them
into
their
social
media
activities.

The
key
requirement
for
a
successful
campaign
is
basing
any
social
media
program
on

research
and
strategy.
Financial
services
organizations
should
make
themselves
deeply

familiar
with
their
specific
social
media
spheres.
This
includes
researching
platforms
in

regard
to
their
individual
tools
and
user
bases.
Social
media
strategy
has
to
be
adjusted

according
to
these
platform
particularities.

There
is
something
very
unique
about
social
media
as
a
corporate
communication

channel:
it
is
greatly
used
by
millennials,
an
audience
that
is
hard
to
reach
through

traditional
media
channels.
Millennials
represent
the
“fastest
growing
cohort
and
the

largest
in
American
history,
accounting
for
roughly
27%
of
the
population.”
115

Millennials

are
very
valuable
to
financial
institutions
because
of
their
rising
spending
power
–
by
2020,

it
will
reach
$400
billion
116

–
and
because
they
are
early
in
their
financial
life
cycles.
117118

115

Synergistics
Research
Corporation.
"Generational
Marketing
Strategies:
Gen
Y,
Gen
X,
and
Baby

Boomers
."
2013.

116

The
Intelligence
Group.
Cassandra
Report:
Gen
Overview.
The
Intelligence
Group,
2013.

117

Synergistics
Research
Corporation.
"Generational
Marketing
Strategies:
Gen
Y,
Gen
X,
and
Baby

Boomers
."
2013.

118

The
Business
Development
Institute.
Webinar
Topic:
How
to
Engage
Millenials
for
Financial

Services.
June
28,
2012.
http://www.slideshare.net/empathica/how-‐to-‐engage-‐millennials-‐for-‐
financial-‐services-‐bdi-‐empathica-‐2012
(accessed
February
19,
2014).

59

It
is
widely
understood
that
these
young
adults
have
a
high
level
of
distrust
and

skepticism
toward
financial
services
providers
and
their
corporate
messages.
As
of
now,

core
millennials
maintain
a
laissez-‐faire
attitude
about
money
management
and
are

generally
indifferent
about
financial
brands.
119

It
is
not
social
media
per
se,
but
rather
social
media
done
in
an
engaging
way,
as

detailed
in
this
study,
that
offers
a
unique
opportunity
to
reach
this
highly
desirable

audience.
Through
social
media,
financial
institutions
are
able
to
start
a
conversation
and

regain
relevance.
For
instance,
a
third
of
the
members
of
the
millennial
generation
feels
it
is

“their
responsibility
to
share
feedback
with
brands
when
they
have
a
good
or
bad

experience”
120

and
have
a
strong
need
to
be
heard.
If
financial
services
organizations

involve
these
people
in
a
true
dialogue,
social
media
can
give
them
this
outlet
to
express

themselves.

This
study
provides
evidence
that
financial
institutions
should
embrace
social
media

to
show
different
facets
of
their
brands.
Thought
leadership
regarding
topics
that
are

relevant
and
interesting
to
online
audiences
increases
brand
awareness
and
affinity.
This
is

particularly
imperative
to
financial
brands,
which
currently
face
the
challenge
of
becoming

irrelevant.

Devoted
social
media
users,
many
of
whom
are
young
adults,
want
brands
to
ask
for

input.
121

Active
social
listening
and
acknowledgement
of
online
feedback
can
cater
to
this

need
and
brand
a
bank
positively
in
the
mind
of
this
skeptical
audience.
A
brand’s
integrity

very
much
matters
to
online
audiences.
Genuinely
asking
users
to
share
opinions
and

119

The
Financial
Brand.
A
Tale
of
Two
Gen-‐Ys:
One
Uses
Branches,
The
Other
Just
Shrugs.
January
18,

2013.
http://thefinancialbrand.com/27279/javelin-‐young-‐adult-‐financial-‐banking-‐habits/
(accessed

February
20,
2014).

120

The
Intelligence
Group.
Cassandra
Report:
Gen
Overview.
The
Intelligence
Group,
2013.

121

The
Intelligence
Group.
Cassandra
Report:
Gen
Overview.
The
Intelligence
Group,
2013.

60

thoughts
on
relevant
issues
–
most
importantly,
issues
that
are
not
directly
industry
or

brand
related
–
has
proven
to
effectively
engage
customers
across
generations.

Avid
social
media
users
tend
to
be
technology-‐savvy
and
to
consume
large
volumes

of
news
and
content
online.
They
are
constantly
bombarded
with
marketing
messages
and

likely
become
numb
to
the
many
ads
and
promotions
they
receive
across
devices
and

platforms.
This
shutoff,
combined
with
the
findings
of
this
study,
makes
it
imperative
to

refrain
from
pushing
products
and
services
on
social
media.
Instead,
financial
brands

should
provide
valuable
advice
that
illustrates
their
awareness
of
what
is
happening
in
their

customers’
lives.

Online
audiences
value
authenticity
as
well
as
brand
recommendations
by
family,

friends
and
other
consumers.
122

By
retweeting
unaffiliated
entities,
a
bank
can
use
third-‐
party
endorsements
to
appear
more
authentic.

A
key
component
of
becoming
and
staying
relevant
on
social
media
is
creating

unbranded
and
sharable
content.
This
study
found
that
brands
that
accurately
interpret

their
audiences’
culture
and
capture
it
in
photos,
quotations
or
videos
are
rewarded
with

enormous
customer
engagement.
By
sharing
these
pieces
of
content,
which
can
successfully

achieve
internet
meme
status,
users
indirectly
amplify
the
brand.

Tone
in
the
social
media
arena
must
differ
greatly
from
that
in
other
communication

channels.
Banks
should
withhold
self-‐centered
and
self-‐praising
tones
and
embrace
the

opportunity
that
social
media
offers
–
to
show
a
human
side
of
large
corporations.

Consumers
choose
brands
that
fit
their
own
lifestyles
and,
thus,
the
tone
on
social
media

should
be
approachable,
laid-‐back
and
genuine.

122

The
Business
Development
Institute.
Webinar
Topic:
How
to
Engage
Millenials
for
Financial

Services.
June
28,
2012.
http://www.slideshare.net/empathica/how-‐to-‐engage-‐millennials-‐for-‐
financial-‐services-‐bdi-‐empathica-‐2012
(accessed
February
19,
2014).

61

Author:
“What
are
your
thoughts
about
J.P.
Morgan’s
Twitter
fail
in
November
2013

and
what
do
you
think
about
the
#AskJPM
hashtag?”

Ron
Piovesan:
“It
is
the
policy
that
matters.
Every
tool
can
backfire
if
it
is
not
used
in

accordance
with
a
strong
and
thought-‐through
strategy
behind
it.
A
new
social

platform
might
arise
tomorrow
and
offer
entirely
new
tools.”
123

The
insights
of
this
study
all
point
in
the
same
direction:
strategy
is
the
most

important
factor
in
the
social
media
success
of
financial
institutions.
Tools
like
hashtags,

tags
and
live
tweets
are
used
in
vain
and
the
trendy
locations
of
social
media
staff
or
catchy

job
labels
like
“social
media
manager”
do
not
matter
if
they
are
not
part
of
an
overarching

social
media
strategy
based
on
core
brand
values.
A
thought-‐through
communications

strategy
comes
into
play
in
every
recommendation
found
in
this
study
and
determines
the

success
of
any
engagement
strategy.

Strategy
is
the
only
way
to
prevent
failures
like
those
of
JP
Morgan
or
Bank
of

America.
The
#AskJPM
hashtag
is
not
to
blame
for
the
debacle,
and
neither
is
the

uncensored
and
unrestricted
nature
of
Twitter;
at
blame
is
the
lack
of
strategy
and
accurate

assessment
of
what
social
media
is
–
a
conversation.

J.P
Morgan’s
live
chat
and
Bank
of
America’s
deaf
robot
fiasco
show
that,
at
times,

big
banks
fail
to
accurately
reflect
on
the
state
of
their
brands
and
assess
situations
based

on
a
deep
understanding
of
social
platforms
and
their
audiences.
Financial
brands
cannot

script
interactions
in
this
social
dialogue.
Pro-‐brand
messages
occur
spontaneously
when

audiences
are
engaged
in
topics
they
are
interested
in.
Do
not
say,
“We’re
ready
to
listen”

and
then
be
unready.
Do
not
follow
a
self-‐centered
approach
and
then
try
to
find
the

mistakes
in
features,
tools
and
tactics.

Tools
and
platforms
fade;
strategy
remains.

123

Piovesan,
Ron.
Interview
by
Julia
Kiefaber.
Telephone
interview.
(February
22,
2014).

62

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and

Baby
Boomers
."
2013.

The
Business
Development
Institute.
Webinar
Topic:
How
to
Engage
Millenials
for
Financial

Services.
June
28,
2012.
http://www.slideshare.net/empathica/how-‐to-‐engage-‐
millennials-‐for-‐financial-‐services-‐bdi-‐empathica-‐2012
(accessed
February
19,

2014).

The
Financial
Brand.
A
Tale
of
Two
Gen-‐Ys:
One
Uses
Branches,
The
Other
Just
Shrugs.
January

18,
2013.
http://thefinancialbrand.com/27279/javelin-‐young-‐adult-‐financial-‐
banking-‐habits/
(accessed
February
20,
2014).

68

—.
Big
Banks
Roll
Out
Social
Media
Command
Centers.
October
21,
2013.

http://thefinancialbrand.com/34594/big-‐bank-‐social-‐media-‐command-‐centers/

(accessed
February
7,
2014).

—.
BofA’s
‘Tone
Deaf
Robot’
Replies
To
Consumers
With
Boilerplate
Tweets.
July
17,
2013.

http://thefinancialbrand.com/31832/bank-‐of-‐america-‐occupy-‐automated-‐twitter-‐
replies/
(accessed
February
15,
2014).

—.
The
Financial
Brand.
December
10,
2013.
http://thefinancialbrand.com/35532/8-‐
lessons-‐from-‐jpmorgan-‐twitter-‐disaster/
(accessed
February
15,
2014).

—.
Why
Social
Media
Is
A
Fulltime
Job.
January
10,
2010.

http://thefinancialbrand.com/9444/social-‐media-‐requires-‐a-‐fulltime-‐position/

(accessed
February
3,
2014).

The
Intelligence
Group.
Cassandra
Report:
Gen
Overview.
The
Intelligence
Group,
2013.

The
New
York
Times.
salesforce.com
inc.
March
2014.

http://topics.nytimes.com/top/news/business/companies/salesforcecom-‐
inc/index.html
(accessed
March
5,
2014).

TriNovus.
SocialComply.
https://www.trinovus.com/socialcomply/
(accessed
February
9,

2014).

—.
TriNovus
Launches
Social
Media
Solution
For
Financial
Institutions.
December
16,
2010.

http://www.prnewswire.com/news-‐releases/trinovus-‐launches-‐social-‐media-‐
solution-‐for-‐financial-‐institutions-‐112028669.html
(accessed
February
9,
2014).

Twitter.
Citibank.
https://twitter.com/Citibank
(accessed
February
12,
2014).

Youra,
Beth.
Social
Media
Is
Still
a
Worthwhile
Investment
for
Banks.
August
28,
2013.

http://thegallupblog.gallup.com/2013/08/social-‐media-‐is-‐still-‐worthwhile.html

(accessed
October
10,
2013).

69

Zeitlin,
Matthew.
JPMorgan
Shows
Exactly
How
To
Not
Use
Twitter.
November
13,
2013.

http://www.buzzfeed.com/matthewzeitlin/jpmorgan-‐shows-‐exactly-‐how-‐to-‐not-‐
use-‐twitter
(accessed
February
14,
2014).

70

APPENDIX
A

Twitter
Coding
Sheets

1.
Bank
of
America

1.1
General
Information

Tweet
#
Handle
Date/Time
Tweet

3
BofA_News
4/10:00am

New
study
shows
#BofA
@ChiMarathon
contributes

~$243
mil
in
business
activity
to
local
economy,
equiv

to
1,685
jobs
http://go.bofa.com/m7ba

4
BofA_News
4/9:59am

Congrats
to
endurance
swimmer
@DianaNyad
for

achieving
her
goal
&
proving
“you’re
never
too
old
to

chase
your
dreams”
http://cmp.ly/F/PUZRD7

5
BofA_News
4/11:00
am

September
is
World
#Alzheimer’s
Month.
Learn
how

BofAML
&
the
CEO
Initiative
are
helping
to
fight
this

disease:
http://cmp.ly/F/U5tHO3

6
BofA_News
5/6:30am

Ethan
Harris,
#BofAML
co-‐head
of
Global
Economics

Research,
to
appear
on
CNBC
@SquawkStreet
today
at

10:00
AM
ET

7
BofA_News
6/11:30am

Ethan
Harris,
#BofAML
co-‐head
of
Global
Economics

Research,
to
appear
on
@BloombergTV
Street
Smart

today
at
3
PM
ET

8
BofA_News
6/2:30pm

Savita
Subramanian,
#BofAML
head
of
US
Equity
and

Quantitative
Strategy,
to
appear
on
@CNBCClosingBell

today
at
4
PM
ET

9
BofA_News
6/2:01pm

#BofA's
Jackie
VanderBrug
discusses
global
rise
of

female
entrepreneurs
&
why
#globalambassadors

mentorship
matters:
http://cot.ag/1fG2g4u

10
BofA_News
9/7:15am

We're
helping
@Water
provide
safe
water
to
countries

globally.
See
what
we’re
doing
today:

http://youtu.be/Iylpz0GmqvA

#BofAML

11
BofA_News
9/7:55am

Starting
in
Mozambique,
#BofAML
helped
CleanStar

change
the
way
we
think
about
clean
energy:

http://youtu.be/UevzwyX2cqM

#carbonreduction

12
BofA_News
9/9:00am

Tune
in
to
@BloombergTV
now
through
Wednesday

and
watch
for
our
ad
on
how
we've
partnered

w/CleanStar
to
help
Mozambique
light
a
new
fire.

13
BofA_News
10/6:17am

Have
you
seen
our
Times
Sq
billboard
w/
@Water
yet?

Check
out
the
effect
they're
having
on
developing

countries:

14
BofA_News
10/7:30am

We're
committed
to
the
success
of
@Water
in
providing

safe
water
to
communities
globally:

http://youtu.be/Iylpz0GmqvA

#BofAML

15
BofA_News
10/7:40am

We're
helping
CleanStar
deploy
clean
cooking
stoves

and
fuel
in
Sub-‐Saharan
Africa:

71

http://youtu.be/UevzwyX2cqM

#carbonreduction

16
BofA_News
10/10:30am

Watch
how
#BofAML
&
@Water
worked
together
to

find
operating
solutions
that
keep
safe
water
flowing:

http://youtu.be/Iylpz0GmqvA

17
BofA_News
10/1:00pm

Anne
Finucane,
#BofA
strategy
&
mktg
chief,
talks
w/

@sbjsbd
Exec
Editor
Abe
Madkour
at
today’s
#sbjgc

conf
on
women
in
senior
leadership

18
BofA_News
10/1:15pm

Anne
Finucane
at
#sbjgc:
diversity
of
POV,
backgrounds

in
sr
ranks
help
companies
stay
better
connected
to

cust,
clients
&
communities

19
BofA_News
11/9:31am

On
this
day,
we
remember
all
of
those
affected
by
the

events
of
9/11.
#Honor911

pic.twitter.com/7RAOaHkOnD

20
BofA_News
12/6:00am

Tune
in
to
@BloombergTV
today
and
watch
for
our
ad

on
how
we're
helping
@Water
keep
safe
water
flowing.

#BofAML

21
BofA_News
12/8:00am

Learn
how
we're
helping
CleanStar
roll
out
a
solution
to

African
deforestation:
http://youtu.be/L1p36G-‐93RQ

#BofAML

22
BofA_News
12/11:00am

Watch
how
#BofAML
&
CleanStar
worked
together
to

create
a
#carbonreduction
business
in
Mozambique:

http://youtu.be/UevzwyX2cqM

23
BofA_News
12/12:00pm

Cathy
Bessant,
#BofA
tech
and
ops
exec,
explains
to
@ft

the
evolving
role
of
bank
CIOs:
http://cot.ag/17QYvs6

24
BofA_News
12/1:00pm

#BofA
ranked
first
of
17
banks
by
@cinsight
for
a

customer’s
experience
opening
a
new
deposit
account

online.
http://cot.ag/1fWwX5w

25
BofA_News
13/6:30am

#BofA
ranks
1st
in
2012
U.S.
patents
granted
among

financial
services
firms,
makes
@ipo
top
300
list
for

first
time
http://cot.ag/17SFW71

26
BofA_News
13/2:00pm

Savita
Subramanian,
#BofAML
head
of
US
Equity

Strategy,
to
appear
on
@BNNcan
today
at
5:30
PM
ET

27
BofA_News
15/8:27am

We'll
be
tweeting
this
week
from
#Sibos,
the
SWIFT

International
Banking
Operations
Seminar.
Follow
us

from
Dubai.
pic.twitter.com/6mZLTsCYYl

28
BofA_News
15/3:45pm

Tomorrow,
#BofA
tech
exec
Bill
Pappas
talks
“Cloud

Control
for
Major
Gains”
at
#Sibos.

29
BofA_News
16/4:39am

Getting
ready
for
Bill
Pappas
to
speak
at
#Sibos.

http://cot.ag/1gnkY17

30
BofA_News
16/5:00am

#BofA
tech
exec
Bill
Pappas
speaks
at
the
#Sibos

plenary
session
“Cloud
Control
for
Major
Gains."

31
BofA_News
16/5:10am

“The
term
'cloud'
can
mean
many
different
things
to

many
people,"
says
Pappas.
#BofA
#Sibos

72

32
BofA_News
16/5:18am

#BofA’s
Pappas:
“Cloud
does
not
exist
in
isolation.
It

needs
to
align
with
the
business
strategy.”
#Sibos

pic.twitter.com/WyBYGaBTR3

33
BofA_News
16/5:28am

Bill
Pappas,
#BofA
tech
exec,
says:
"Bank
of
America

considers
privacy
and
security
the
highest
priority
for

our
customers.”
#Sibos

34
BofA_News
16/6:11am

#BofAML
completes
transaction
data
repository
w/

consolidated
info
reporting
&
adv
analytics
to
clients

http://go.bofa.com/ahvp

#Sibos

35
BofA_News
16/7:00am

Francisco
Blanch,
#BofAML
head
of
Commodities

Research,
to
appear
on
CNBC
@Squawk
Street
today
at

10:30
AM
ET

36
BofA_News
16/5:13am

Very
True
-‐
“@BofA_News:
“The
term
'cloud'
can
mean

many
different
things
to
many
people,"
says
Pappas.

#BofA
#Sibos”.
#cloud
#cio
#ciso

37
BofA_News
16/10:00am

“The
Penguin
That
Roared”
How
Google’s
new
search

algorithm
impacts
your
#smallbiz
website
via

#BofASmallBiz
http://go.bofa.com/pdq9

38
BofA_News
16/12:00pm

Join
us
at
3
pm
ET
tomorrow
for
#CSRchat
with

@susanmcph1,
Jenny
Smith
of
@vitalvoices
and
Justine

Metz
of
#BofA.

39
BofA_News
16/1:30pm

We’re
proud
to
make
@DTFA
2013
Best
Adoption-‐
Friendly
Workplaces
List
for
adoption
benefits
offered

to
our
employees
http://cot.ag/1goEdYh

40
BofA_News
16/9:05pm

#BofAML
launches
charitable
contribution
drive
to

support
@SavetheChildren
at
#Sibos
2013.

http://go.bofa.com/bs49

41
BofA_News
17/5:35am

#BofA
Merrill
Lynch
Fund
Manager
Survey
finds
EU

optimism
offsetting
Emerging
Market
sell-‐off

http://go.bofa.com/7lht

42
BofA_News
17/5:42am

.@governormarkell:Tech
should
enable
individual

learning,
allowing
schools
&
teachers
to
recognize
each

student’s
potential.
#NYTedtech

43
BofA_News
17/5:43am

.@jentescher:
In
personal
finance,
success
can
be

measured
as
actions.
The
best
learning
is
leaving

w/ability
to
take
action.
#NYTedtech

44
BofA_News
17/5:45am

Aditya
Bhasin:
Trust
does
not
come
from
giving

answers,
but
from
tools
that
enable
people
to
make

better
decisions.
#NYTedtech

45
BofA_News
17/6:14am

#BofAML
launches
Accelerated
Payments
to
Asia

improving
speed
&
efficiency
of
high
value
US
dollar

payments
http://go.bofa.com/n83v

#Sibos

46
BofA_News
17/8:05am

Bill
Pappas,
#BofA
tech
exec,
talks
about
the
future
of

cloud
on
#Sibos
TV
pic.twitter.com/xahc0WYo9M

47
BofA_News
17/9:00am

#BofA
on
2013
Working
Mother
100
Best
Companies

@_workingmother_
for
our
commitment
to
progressive

workplace
programs
http://cot.ag/1gtwOH1

73

48
BofA_News
17/6:45am

Educators,
how
would
you
use
technology
to
teach
kids

about
personal
finance?
#NYTedtech

49
BofA_News
17/10:00am

Join
us
for
#CSRchat
today
at
3
pm
ET
to
discuss
how

we
can
continue
to
provide
mentorship
opportunities

for
emerging
women
leaders.

50
BofA_News
17/10:19am

@annedoyledr:
Hope
you
can
join
us
at
3pm
ET
today

for
#CSRChat
to
discuss
investment
in
women's

leadership
globally.

51
BofA_News
17/12:05pm

A1:
I’m
Justine
Metz,
the
Head
of
Global
Wealth
and

Investment
Marketing
at
Bank
of
America.
#CSRChat

^jm

52
BofA_News
17/12:06pm

A2:
Traditionally,
people
have
thought
of
philanthropy

when
thinking
of
CSR.
Today,
we
think
it's
more
than

that.
#CSRChat
^jm

53
BofA_News
17/12:07pm

A2:
CSR
is
about
how
we
operate
in
the
global
economy

-‐
from
responsible
biz
practices
to
programs
supporting

the
arts.
#CSRChat
^jm

54
BofA_News
17/12:08pm

A2:
It’s
a
demonstration
of
our
company’s
purpose,

doing
our
part
to
improve
lives
of
our
customers,
clients

&
communities.
#CSRChat
^jm

55
BofA_News
17/12:13pm

A4:
By
connecting
women
execs
w/
emerging
women

leaders
for
mentoring,
we
can
break
down
barriers
to

economic
empowerment.
#CSRChat
^jm

56
BofA_News
17/12:13pm

A4:
It’s
all
about
the
power
of
connections.
#CSRChat

^jm

57
BofA_News
17/12:15pm

A4:
Research
shows
that
countries,
communities,

companies
are
more
successful
w/
women
at
the
table.

So
it’s
a
win/win.
#CSRChat
^jm

58
BofA_News
17/12:18pm

.@B_meaningful
61%
of
our
global
workforce
is
female,

learn
more:
http://go.bofa.com/gnhs

^jm
#CSRchat

59
BofA_News
17/12:18pm

A5:
#GlobalAmbassadors
is
unique
in
the
many
ways

that
mentees
are
given
networks
&
resources
to

advance
their
leadership.
#CSRChat
^jm

60
BofA_News
17/12:19pm

A5:
They
work
1:1
w/
mentors
in
an
in-‐country

location,
gain
skills
in
group
sessions
&
form
their
own

mentee
networks.
#CSRChat
^jm

61
BofA_News
17/12:20pm

A5:
So
it’s
really
a
surround
sound
of
support
&

resources
through
which
the
mentees
can
continue
to

grow
&
develop.
#CSRChat
^jm

62
BofA_News
17/12:22pm

.@GirlsGlobe
We're

working
w/
a
range
of
women
leaders,
but
in
particular

small
business

entrepreneurs
^jm
#CSRChat

63
BofA_News
17/12:22pm

A6:
@VitalVoices
has
really
been
a
leader
in
working
w/

women
around
the
world,
building
networks
&

advancing
leadership.
#CSRChat

^jm

64
BofA_News
17/12:23pm

A6:
It
made
great
sense
to
partner
with
an
organization

that
is
so
connected
&
committed
to
improving

women’s
lives.
#CSRChat
^jm

74

65
BofA_News
17/12:23pm

#CSRchat
A5
Training
in
social
network
engagement

building
could
be
a
gr8
additional
resource.

#globalambassadors
@BoA_News
@susanmcp1

66
BofA_News
17/12:25pm

A7:
I’m
very
committed
to
mentoring,
it’s
important
to

share
experiences
w/
others
as
personal
&
professional

development.
#CSRChat
^jm

67
BofA_News
17/12:26pm

A7:
I
worked
in
Haiti
w/
an
amazing
woman,
Danielle

Saint-‐Lôt,
who
was
helping
to
rebuild
the
country
after

its
earthquake.
#CSRChat
^jm

68
BofA_News
17/12:26pm

A7:
It
felt
like
the
work
done
there
could
really
make
a

difference,
&
I
jumped
at
the
chance
to
be
a
Global

Ambassador.
#CSRChat
^jm

69
BofA_News
17/12:28pm

A8:
My
participation
in
team
sports
that
taught
me
how

to
lead.
Learning
the
balance
btwn
collaboration
&

making
decisions.
#CSRChat
^jm

70
BofA_News
17/12:29pm

A8:
Motivating
&
giving
critical,
necessary
feedback
to

people.
Being
disciplined
&
having
fun.
#CSR
Chat
^jm

71
BofA_News
17/12:33pm

A8:
These
are
all
things
that
being
on
a
competitive

sports
team
require.
#CSR
Chat
^jm

72
BofA_News
17/12:34pm

A9:
Danielle
is
advancing
the
women’s
platform
w/a

mission
to
rebuild
Haiti;
I
felt
I
could
learn
more
fm
her

thn
she
could
me.
#CSRChat
^jm

73
BofA_News
17/12:34pm

A9:
Then
she
said,
‘I
don’t
know
anything
about

marketing;
you
can
help
me
w/
social
media.’
And
I

realized
I
could
do
that.
#CSRChat
^jm

74
BofA_News
17/12:35pm

A9:
We
worked
on
enhancing
her
story-‐telling
so
that

she
could
engage
more
people
in
the
effort
to
rebuild

Haiti.
#CSRChat
^jm

75
BofA_News
17/12:36pm

A9:
Since
our
time
together,
she
has
met
w/
gov't

officials,
incl.
Prime
Minister
Lamothe
&
U.S.
politicians

&
nonprofits.
#CSRChat
^jm

76
BofA_News
17/12:37pm

A9:
Danielle
has
also
been
appointed
by
the
President

as
the
Ambassador
to
lead
the
advancement
of
the

women’s
platform.
#CSRChat
^jm

77
BofA_News
17/12:41pm

.@esgarchitect
Great
question
-‐

financial
know
how
is
key
&
we
leverage
our

#GlobalAmbassadors
to
give

expertise.
^jm
#CSRChat

78
BofA_News
17/12:41pm

A10:
For
me,
it’s
the
validation
of
what
I’ve
always

believed:
change
begins
with
the
individual
&
small

advances
matter.
#CSRChat
^jm

79
BofA_News
17/12:47pm

.@S_R_P_S
I've
learned
about
her
challenges
&
how

complicated
things
are
that
are
straightforward

here.
^jm
#CSRChat

80
BofA_News
17/12:27pm

A11:
Education
so
that
women
are
equipped
to

influence
&
succeed
by
being
able
to
read,
write,
reason,

etc.
#CSRChat
^jm

75

81
BofA_News
17/12:48pm

A11:
Women's
health
&
safety.
In
many
countries,
it's

dangerous
to
be
a
woman.
Women
need
to
be

respected,
valued
&
protected.
#CSRChat
^jm

82
BofA_News
17/12:48pm

A11:
Empowerment
&
access
to
resources,

representation
in
decision
making
within
communities

&
government.
#CSRChat
^jm

83
BofA_News
17/12:49pm

A11:
A
culture
that
celebrates
women
and
all
that
they

do.
#CSRChat
^jm

84
BofA_News
17/12:53pm

A12:
When
I
was
just
starting
my
career,
I
was
given
a

tip
–
don’t
let
your
ego
be
the
driver
of
decisions.

#CSRChat
^jm

85
BofA_News
17/12:54pm

A12:
As
a
group
gains
success,
it
can
cloud
the
vision
&

people
start
thinking
about
themselves
rather
than
the

larger
cause.
#CSRChat
^jm

86
BofA_News
17/12:59pm

Thank
you
to
@susanmcp1
and
everyone
for

participating
in
our
#GlobalAmbassadors
conversation

today
#CSRchat.

87
BofA_News
17/10:00pm

If
you
are
interested
in
more
information
please
check

out
our
page
on
the
#GlobalAmbassadors
Program:

http://go.bofa.com/tpf3

^jm
#CSRchat

88
BofA_News
17/12:08pm

@susanmcp1
@BofA_News
So
happy
to
know
that
my

bank
also
invests
in
#women's
leadership!
#CSRChat

89
BofA_News
17/2:00pm

Want
to
brush
up
on
Cash
Flow
Management
for

#SmallBiz
Owners?
Online
Training
Course
from
#BofA:

http://go.bofa.com/6x8g

Join
the
Community.

90
BofA_News
17/3:30pm

Tomorrow:
#BofA
tech
exec
Bill
Pappas
talks
about
the

four
forces
of
disruption
at
#Sibos.

91
BofA_News
18/7:37am

We’ve
been
ranked
in
top
50
@universum_eb
World’s

Most
Attractive
Employers
for
2013
selected
by

students:
http://cot.ag/1gvTt5A

92
BofA_News
18/9:45am

#BofA
tech
exec
Bill
Pappas
at
#Sibos
talks
about
the

four
forces
of
disruption.

93
BofA_News
18/9:37am

“Service
will
be
our
differentiator”
says
#BofA
tech
exec

Bill
Pappas
at
#Sibos.

94
BofA_News
18/10:14am

#BofA
tech
exec
Bill
Pappas
at
#Sibos:
“We
must

continue
to
drive
a
better
economic
model.”

pic.twitter.com/i9qxyqqQO4

95
BofA_News
18/10:30am

Bill
Pappas,
#BofA
tech
exec,
says:
One
ongoing
goal
for

us
is
to
have
what
we
call
"the
elasticity
of
assets."

#Sibos

96
BofA_News
18/11:45am

Michael
Hanson,
#BofAML
senior
US
economist,
to

appear
on
@BloombergTV
Street
Smart
today
at
3:15

PM
ET

97
BofA_News
18/12:50pm

Congrats
Cathy
Bessant
(GTO
Chief),
Anne
Finucane

(Glb
Strat
&
Mktg
Chief)
among
25
Most
Powerful
Wmn

in
Bnkng
http://cot.ag/1gzGTlH

#MPWIB

98
BofA_News
18/12:55pm

Congrats
Candace
Browning
(Global
Research),
Lisa

Carnoy
(Global
Cap
Mkts)
among
25
Most
Powerful

Wmn
in
Fin.
http://cot.ag/1gzGTlH

#MPWIB

76

99
BofA_News
18/1:00pm

.@amerbanker
names
Top
25
Women
to
Watch:

Congratulations
to
#BofA's
Andrea
Smith,
Global
Head

of
HR
http://cot.ag/1gzGTlH

#MPWIB

100
BofA_News
18/1:05pm

Celebrating
leaders
who
make
us
better.
Congrats
Cathy

Bessant,
Anne
Finucane,
Andrea
Smith,
Candace

Browning
&
Lisa
Carnoy
#BofA
#MPWIB

101
BofA_News
18/8:01am

A
webcast
I
hosted
for
Merrill
Edge
on
#SocialSecurity

and
#retirement
planning
goes
live
tomorrow.
Register

here:
http://bit.ly/15CHC4f

102
BofA_News
18/2:00pm

Tmrw
#BofA
CEO
Brian
Moynihan
&
@WarrenBuffett
to

discuss
today's
biz
issues
@Georgetown
via
livestream:

http://cot.ag/1gyZVJb

#BuffettAtGU

103
BofA_News
18/8:11pm

Assistance
4
Colorado:

If
you
or
someone
you
know
is

impacted
by
#coflood
our
Customer
Assistance

Program
can
help

http://message.bankofamerica.com/Colorado/

104
BofA_News
19/6:30am

Infographic:
Learn
How
to
Protect
Your
#SmallBiz
from

Cyber
Fraud:
http://go.bofa.com/pxk4
.
Visit/Join
the

#BofASmallBiz
Community.

105
BofA_News
19/7:15am

Today
at
5pm
ET,
#BofA
CEO
Brian
Moynihan
&

@WarrenBuffett
speaking
at
@Georgetown.
Watch

here:
http://cot.ag/1gyZVJb

#BuffettAtGU

106
BofA_News
19/12:50pm

LIVE
-‐
Watch
#BofA
CEO
Brian
Moynihan
and

@WarrenBuffet
interviewed
by
@beckyquickcnbc

today
at
4:05PM
ET
on
@CNBCClosingBell

107
BofA_News
19/2:15pm

Watch
now:
#BofA
CEO
Brian
Moynihan
&

@WarrenBuffett
speaking
live
at
@Georgetown:

http://cot.ag/18dRphs

#BuffettAtGU

108
BofA_News
19/2:23pm

People
that
give
up
things
that
have
utility
to
them
to

give
utility
to
others
should
be
truly
admired.
-‐
@warrenbuffett
#BuffettAtGU

109
BofA_News
19/2:54pm

#BofA
Brian
Moynihan
&
@WarrenBuffett

@Georgetown
discuss
topics
ranging
from
#CSR
to
the

economy
#BuffettAtGU
pic.twitter.com/tZZ4ca5O2Z

110
BofA_News
19/3:17pm

Thank
you
to

@MSBGU
@GSEI_Georgetown
for
hosting
CEO
Brian

Moynihan
&
@WarrenBuffett.
#BuffettAtGU

111
BofA_News
20/7:30am

We
had
a
great
week
at
#Sibos.
Watch
the
replay
of

#BofA
tech
&
ops
exec,
Bill
Pappas,
talking
about
'cloud

control':
http://cot.ag/1gHSKhI

112
BofA_News
20/8:25am

Watch
the
replay
of
#BofA
CEO
Brian
Moynihan
&

@WarrenBuffett
interview
w/
@beckyquickcnbc:

http://cot.ag/18fQdKt

pic.twitter.com/8cuvpyPBu8

113
BofA_News
20/9:09am

America's
latest
financial
crisis?
It's
incredibly
personal.

http://ow.ly/p3Nnm

114
BofA_News
23/5:00am

Ethan
Harris,
#BofAML
co-‐head
of
Global
Economics

Research,
to
appear
on
@SquawkCNBC
today
at
8:30

AM
ET

77

115
BofA_News
23/10:00am

#BofA
tech
infrastructure
exec
David
Reilly:
“IT
is
not

'run
like
a
business'.
IT
'is'
a
business.”@gmacsweeney

http://cot.ag/18kUe0f

#tech

116
BofA_News
23/12:30pm

Know
a
HS
girl
who’s
a
#tech
whiz?
Tell
her
to
apply
for

the
@NCWIT
Award
for
Aspirations
in
Computing.

#BofA:
http://cot.ag/18kZFMN

117
BofA_News
24/6:30am

#BofA
tech
exec
Bill
Pappas:
“Talent
is
a
clear

differentiator.
We
need
the
best
of
the
best.”

http://cot.ag/1gSwdiu

118
BofA_News
24/7:08am

#BofAML
hosts
'Ahead
of
the
Curve
Conference'
helping

clients
with
successful
business
transformation

http://go.bofa.com/458a

119
BofA_News
19/12:35pm

On
behalf
of
our
clients,
we’re
proud
to
be
part
of
the

global
fight
against
#Alzheimer’s.
Learn
more:

http://cmp.ly/F/FCnvaS

120
BofA_News
25/12:15pm

Ajay
Kapur,
#BofAML
Asia
Pac
Equity
Strategist
and

head
of
GEM
Strategy,
to
appear
on
CNBC
Closing
Bell

today
at
3:45
PM
ET

121
BofA_News
26/11:18am

@LouPas:
@meredithv85
on
Marketing
in
the
Human

Era:
"Its
all
about
building
trust
via
empathy
&
meeting

the
customer
where
they
are."
#AWX

122
BofA_News
26/11:26am

Marketing
in
the
human
era
requires
recognizing
"It's

not
about
us,
it's
about
you"

and
engaging
with
your

customers
"at
eye
level"
#AWX

123
BofA_News
26/2:28pm

40%
of
top
management
team
at
@bankofamerica
are

#women
-‐-‐the
very
impressive
Anne
Finucane
says

#tnp2013
@Nantucketproj

124
BofA_News
26/2:52pm

Anne
Finucane,
#BofA
strat
&
mktg
chief
&

@andrewrsorkin
discuss
evolution
of
fin
svcs
ind

@Nantucketproj
#TNP2013

pic.twitter.com/cclMJq8yv9

125
BofA_News
30/9:45am

By
2050,
there
will
be
16
million
Americans
with

#Alzheimer’s.

Join
the
Alzheimer’s
Prevention
Registry

today:
http://cmp.ly/F/7oiVFa

1.2
Public
Relations
Approaches

Tweet

#
Sales
Marketing

How

to-‐
Posts
CSR

Thought

Leadership

Customer

Service

Current

Affairs/Pop

culture

RT

by

Bank

3

x

4

x

5

x

x
x

6

x

7

x

8

x

9

x

78

10

x

11

x

12

x

13

x

14

x

15

x

16

x

17

x

18

x

19

20

x

21

x

22

x

23

x

24

x

25

x

26

x

27

x

28

x

29

x

30

x

31

x

32

x

33

x

34
x

35

x

36

x

37

x

79

38

x
x

39

x

x

40

x

41

x

42

x

x

43

x
x

x

44

x

x

45
x

46

x
x

47

x

48

x
x

49

x

50

x

51

x
x

52

x
x

53

x
x

54

x
x

55

x
x

56

x
x

57

x
x

58

x

59

x
x

60

x
x

61

x

62

x

63

x
x

64

x
x

65

x

x

66

x
x

67

x
x

68

x
x

69

x
x

70

x
x

71

x
x

72

x
x

73

x
x

74

x
x

80

75

x
x

76

x
x

77

x
x

78

x
x

79

x

80

x
x

81

x
x

82

x
x

83

x
x

84

x
x

85

x
x

86

x
x

87

x
x

88

x
x

x

89

x

90

x

91

x

92

x

93

x

94

x

95

x

96

x

97

x

98

x

99

x

100

x

101

x

x

102

x

103

x

104

x

105

x

106

x

107

x

108

x

109

x

110

x

111

x

81

112

x

113

x

114

x

115

x

116

x

117

x

118

x

119

x

x
x

120

x

121

x

122

x

123

x

x

124

x

125

x

x

1.3
Engagement

Tweet
#
#RT
#Favorites
#Comments
#Negative
#Positive
#Neutral
#Unrelated

3
2
1

4

5
15
1

6
2

7
1

8
2

9
8
1
2

1
1

10
34
23
1
1

11
2

12
1
1

13

2

14
5
1

15
3
1

16
6
4
1

1

17
1

18
3

2
1

1
2

82

19
30
5
1

1
1

20
3
1

21

22

2

23
9
1

24
10
3
4
4

25
7
1

26

1
1

1

27
3
1
1

1

28
5
3

29
1

30

31
4

1

1

32
2

1

1
1

33
9
1

34
3

35
2
1

36

37
8
6
1
1

38
1
1

1
1

39
1
1

40
5
3
1

1

41
3
1

42
5
3

43
4
1
1

1

44
6

45
1

46
2

1

1

83

47
3

48
5
1
3

3

49
2
1
1

50

1
2

2

51

5

3

2

52

1

53

1

54

1

1

1

55
5
3
2

1
1

56

1

57
6
1
3

1
2

58
1
1

59
1

60

61

62
1
3
1

1

63
4
1

64
1
2

65
1
1

66
2
2
1

1

67
1

1

1

68

4

4

69
2
2
2

2

70

71

72
1

1

1

73

74

1

1

75

1

1

76
1

77

2

2

78
2

1

1

79
1
1

80
1

81

3
1

1

82

1

1

83

3

84
5
3
2

2

85

2
2

86

1
1

87
1

84

88

89
6
2
2

2

90
1
1

91
13
5
1

1

92

93
3
2

94
2
1

95

96

97
3
1

98

99
1
2

100
2
4

101

102
11
6

103
15
3

104
1
1

105
9
5

106
5
1
1

1

107
3
2

108
9
1

109
9
1
2
2

110
3
3

111
1

112
6
5

113

114
4
1

115
4
2
1

1

116
10
3
1

1

117
6
1

118
2
2

119

120
2

121

122

85

123

1
1

124
7
2
1
1

125

1.4
Media
Included
and
Particularities

Tweet
#
Video
Photo
In-‐depth
Analysis
Details/Particularities

3

4

5

6

7

Repost
of
prior
tweet;
less
engagement

8

9

10
x

x

Lots
of
retweets
and
favorites
and

customer
complaints

11
x

12

13

x

14
x

Repost
of
water
video;
less
engagement

15
x

16
x

Third
repost
of
water
video
in
September

17

18

Unrelated
customer
complaints,

customer
service
via
comments

19

x
x

"Hi"-‐
comment:
BofA
asks
twice
if
user

needs
assistance
and
has
account

20

21
x

No
engagement.
Video
might
be
too
long

(3:30min)
and
perceived
as
boring

22
x

Repost
of
NEW
FIRE
video;
almost
no

engagement

23

86

24

All
four
comments
by
Rose
M.
Allen

@worldinneedcorp,
who
has
589

followers,
no
response
by
BofA

25

26

27

x

28

29

30

No
engagement

31

32

x

33

34

35

36

37

Considerate
engagement
for
general

news/tips

38

Question
asked
in
Spanish,
response

appears
automated
because
of
English

and
phrasing

39

40

41

42

43

44

45

Sales-‐related
post
might
cause
lack
of

engagement

46

x

47

48

x

BofA
asks
question
in
tweet
and
receives

considerate
amount
of
answers

49

50

51

52

53

54

87

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

74

75

76

77

78

79

80

81

82

83

84

85

86

87

88

89

90

91

92

93

94
x

95

96

97

88

98

99

100

101

102

x

High
engagement
for
thought
leadership

tweet,
tag
of
prominent
CEO
might
be
a

factor

103

x
Many
retweets;
very
specific
help
offered

104

105

Despite
repost
many
retweets

106

107

108

109
x

No
corporate
response
despite
extremely

negative,
post-‐related
comments

110

111
x

112
x

113

114

115

116

CTA
at
the
beginning
might
be
intriguing

117

118

119

120

121

122

123

Very
cynical
comments
about
BofA

124

x

125

89

2.
Chase

2.1
General
Information

Tweet
#
Handle
Date/Time
Tweet

3
Chase
1/12:16pm

WATCH:
Want
to
improve
your
tennis
game?
These

little
experts
know
what
it
takes:
http://bit.ly/bttrtnnis

.
#USOpen

4
Chase
1/1:13pm

#USOpen
fans:
Tweet
a
photo
using
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

5
Chase
1/5:00pm

.@USTA
social
media
wall
displays
fans'
posts
in
real-‐
time
at
the
@USOpen:

http://www.newsday.com/sports/tennis/us-‐
open/usta-‐social-‐media-‐wall-‐displays-‐fans-‐posts-‐
1.5982320
…
via
@Newsday

6
Chase
2/8:02am

Happy
Labor
Day!
As
a
reminder,
our
branches
are

closed
today
to
recognize
the
holiday.

7
Chase
2/3:23pm

#USOpen
fans:
Tweet
a
photo
with
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

8
Chase
3/6:08am

Is
being
a
good
sport
important?
These
six-‐year-‐olds

think
so:
http://bit.ly/Playnice
.
#kidwisdom
#usopen

9
Chase
3/6:31am

JPMorgan
@ChaseNews
&
@EastsideCS
hosts
back
to

school
giveaway
&
meet-‐greet
for
Bancroft
Elem

http://bit.ly/18ohBUE

pic.twitter.com/Owf8ExLCBL

10
Chase
3/6:59am

Share
your
fave
#USOpen
pic
using
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

90

11
Chase
3/7:28am

Volunteering,
giving
back,
&
honoring
Military
&

Veterans
matters
to
#JPM.
Read
our
Corporate

Responsibility
Report:
http://jpm.com/x/i/NFPBXeq

12
Chase
3/8:25am

International
Trade
Outlook

Supplement::http://bit.ly/14ggUj8

@ChaseNews

@UPS
@LifeProof
@WTCSD
#InternationalTrade

13
Chase
3/3:40pm

#USOpen
fans:
Tweet
a
photo
with
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:
http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

14
Chase
3/4:04pm

Blue
skies
for
tonight's
#SanFrancisco
Corporate

Challenge!
We're
ready
to
go.
#jpmcc

pic.twitter.com/TPgh3ukPUb

15
Chase
4/7:32am

Thank
you
for
your
#service!
"@Chase
is
among

growing
numbers
of
businesses
that
encourage

volunteerism"

http://www.dispatch.com/content/stories/local/2013
/07/31/groups-‐goal-‐more-‐in-‐service.html
…

16
Chase
4/10:03am

Excited
to
work
with
@ChaseNews,
a
long
time
partner,

at
#CityLIFT!
Looking
to
buy
in
@CityofCleveland?

http://ow.ly/owJVx

|
@WellsFargo

17
Chase
4/10:59am

Excited
to
work
with
@ChaseNews,
a
long
time
partner,

at
#CityLIFT!
Looking
to
buy
in
@CityofCleveland?

http://ow.ly/owJVx

|
@WellsFargo

18
Chase
4/3:05pm

It’s
#ChaseTix4Hashtags
time!
Win
4
tickets
to
the
9/6

game
courtesy
of
@ChaseNews.Today's
Hashtag:

#NYLFab5

19
Chase
4/4:28pm

US
Open
Social
Wall
presented
by
Chase:
Tweet
a
photo

of
your
match
reaction
using
the
hashtag
#ChaseReview

to...
http://bit.ly/1603gyT

20
Chase
4/4:55pm

Our
first
Chase
Business
Insight
Seminar
w/

@equalman
kicks
off
tomorrow
at
8
AM
ET.
Follow

#ChaseBIS
for
marketing
tips
for
your
#smallbiz.

91

21
Chase
5/4:34am

Our
Chase
Business
Insight
Seminar
series
with

@equalman
kicks
off
today!
Follow
#ChaseBIS
for

helpful
marketing
tips
for
your
#smallbiz.

22
Chase
5/5:32am

#Mobile
&
#social
are
“merging”
technologies.
You
cant

have
one
without
the
other,
esp.
from
a
#biz

perspective.
-‐
@equalman
#ChaseBIS

23
Chase
5/5:42am

In
order
to
have
a
successful
social
-‐
mobile
marketing

strategy,
it
has
to
be
part
of
your
overall
business

strategy.
@equalman
#ChaseBIS

24
Chase
5/5:53am

Great
turnout
for
our
first
Chase
Business
Insight

Seminar
of
the
series!
Follow
#ChaseBIS
for
#sm
tips

for
#smallbiz
pic.twitter.com/XVYQJmi8Ke

25
Chase
5/5:57am

Listening
to
@equalman
for
the
#chasebis.
Need
to

create
a
social
listening
report?
Check
out
his
book.

pic.twitter.com/4Dlq2YPEfo

26
Chase
5/6:08am

Customers
are
your
best
marketing
and
salespeople:

90%
of
consumers
trust
peer
recommendations.
-‐

@equalman
#ChaseBIS

27
Chase
5/6:06am

Great
information
on
socialnomics
from
@equalman

#ChaseBIS
pic.twitter.com/UGjgu5Rc4w

28
Chase
5/6:25am

Think
outside
the
box
-‐
I'm
talking
about
your
PC

monitor.
Think
#mobile
first,
@equalman
tells

#ChaseBIS
pic.twitter.com/BhvYeH2gXh

29
Chase
5/6:47am

Good
to
hear!
RT
@jwertz77:
Great
info
from

@equalman
this
morning
at
the
#ChaseBIS.
Time
to

take
it
back
to
@fanimation.

30
Chase
5/6:48am

We
don't
have
a
choice
about
whether
we
do
social
or

mobile
marketing.
The
choice
is
how
well
we
do
it.

@equalman
#ChaseBIS
#smallbiz

31
Chase
5/7:01am

Thanks
for
participating
in
our
#ChaseBIS
with

@equalman.
For
additional
insights,
visit

http://equalman.com/chase
.
What
was
your
favorite

tip?

92

32
Chase
5/9:39am

Excited
to
announce
that
iconic
New
Yorkers
@TeamVic

@dhmeyer
&
@DanaPerino
will
join
our
#1America

Tour
on
9/10:

http://www.businesswire.com/news/home/20130905
006320/en
…

33
Chase
5/11:36am

.@BloombergNews
profiles
$JPM’s
Mary
Callahan

Erdoes
as
one
of
Bloomberg
Markets
“50
Most

Influential”
http://jpm.com/x/i/NFPENGB

34
Chase
5/12:47pm

Want
a
chance
to
win
2014
#USOpen
tix?
Tweet
a
fan

photo
using
#ChaseReview!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

35
Chase
5/1:03pm

RETWEET
if
you're
attending
Denver
Startup
Week.

We're
counting
down
the
days!
#DENStartupWeek

http://denverstartupweek.com/basecamp

36
Chase
5/7:16am

What
an
awesome
gift!
JPMC
Contributes
$15,000
to

Support
'It
Girls
Overnight
Reatreat'
Program

http://bit.ly/17BDCRu

@ChaseNews

37
Chase
6/6:59am

Donate
to
@beardfoundation's
#JBFTasteAmerica
Local

Dish
program
&
we'll
double
it,
up
to
$100,000:

http://www.businesswire.com/news/home/20130906
005404/en/James-‐Beard-‐Foundation-‐Announces-‐
Taste-‐America%C2%AE-‐%E2%80%98Local
…

38
Chase
6/8:24am

WATCH:
Want
to
improve
your
#tennis
game?
These

little
experts
know
what
it
takes:
http://bit.ly/bttrtnnis

.
#USOpen

39
Chase
6/9:51am

Dinner
plans?
Earn
3X
points
on
dining
with

#ChaseSapphire's
#FirstFriday
Rewards

http://bit.ly/1stfrday
.
Reserve
a
table
now
via

@OpenTable

93

40
Chase
6/7:01am

'It
Girls
Overnight
Retreat'
program
gets
wonderful
gift

from
JPMC:
$15,000
in
support
|
http://bit.ly/17BDCRu

@ChaseNews

41
Chase
6/12:09pm

@Chase
How
to
be
good
at
tennis
(or
anything)
watch

this
10
year-‐old’s
advice:
http://bit.ly/TristansTips

#USOpen
@bbctennis
@JackSock

42
Chase
6/1:12pm

At
the
#USOpen?
Take
a
photo
at
our
Chase
booth
and

you
could
be
featured
on
the
giant
digital
wall!

pic.twitter.com/2C2f6UvrQn

43
Chase
6/1:55pm

Mobile
banking
continues
to
grow...

http://www.pressdemocrat.com/article/20130901/bu
siness/130839954#page=0
….
Via
@rdigit

@NorthBayNews
#ChaseMobile

44
Chase
6/2:27pm

Congratulations
to
@Manheim_US
for
sweeping
the

2013
Chase
Cup
Awards
for
Auction
Excellence!

45
Chase
6/3:45pm

RETWEET
if
you're
watching
the
#USOpen
this

weekend!
Here's
a
little
#kidwisdom
for
all
you
tennis

fans:
http://bit.ly/bttrtnnis
.

46
Chase
6/4:34pm

Tweet
your
fave
#USOpen
pic
using
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

47
Chase
7/7:06am

WATCH:
Want
to
improve
your
tennis
game?
These

little
experts
know
what
it
takes:
http://bit.ly/bttrtnnis

@chasenews

48
Chase
7/11:03am

Want
a
chance
to
win
2014
#USOpen
tix?
Tweet
a
fan

photo
using
#ChaseReview!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

49
Chase
8/8:50am

We
are
so
excited
to
be
working
with
JPMorgan
CHASE

for
five
Hunger
Projects!
Thank
you
for
being
part
of
the

solution.
@ChaseNews

94

50
Chase
8/9:55am

At
the
#USOpen?
Snap
a
pic
at
our
Chase
photo
booths

and
you
could
be
featured
on
the
digital
wall!

pic.twitter.com/dtr5spCShI

51
Chase
8/10:16am

Fun
hit
on
Ashe
Stadium
this
morning
w
guests
of

sponsor
@JPMorgan.Wind
could
be
a
factor
today.

@usopen
pic.twitter.com/FKutokZEJd

52
Chase
8/12:06pm

RETWEET
if
you're
excited
for
the
#USOpen

#WomensFinals!
Here's
a
little
#kidwisdom
for
all
you

#tennis
fans:
http://bit.ly/Playnice
.

53
Chase
8/1:01pm

RT
if
you're
excited
for
the
#USOpen
Women's
Singles

Championship
today!

We
know
@jpmorgan
is;
they've

been
a
@USOPEN
sponsor
for
32
years.

54
Chase
8/11:36am

Last
year
17.7
million
TV
viewers
watched
the

@USOpen
Women's
Singles
Final,
RT
if
you're
watching

today.
Excited
for
the
match
to
begin!

55
Chase
8/4:45pm

Congratulations
and
thank
you
to
@SerenaWilliams
&

@Vika7
for
a
mesmerizing
2
hr
and
45
min
women's

final.
#usopen
pic.twitter.com/0SlFyA505N

56
Chase
8/6:01pm

Want
a
chance
to
win
2014
#USOpen
tix?
Tweet
a
fan

photo
using
#ChaseReview!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

57
Chase
9/6:47am

We
are
extremely
fortunate
that
Linda
Bammann
&

Michael
Neal
will
be
joining
JPMorgan
Chase’s
Board
of

Directors:http://bit.ly/14yAeIu

$JPM

58
Chase
9/7:11am

Congrats
@chase
on
this
very
cool
program
>

Frenemies
unite
for
community
service

http://bit.ly/18G8PjI

via
@PointsofLight
#1America

#CSR

95

59
Chase
9/10:50am

Chase
recognizes
@Manheim_US
at
the
2013
Chase
Cup

for
Auto
Excellence
Awards:
http://shar.es/ivaoV

via

@autoremkting.

60
Chase
9/10:21am

#ChaseTix4Hashtags
in
honor
of
Fan
Appreciation

Night
presented
by
@ChaseNews!Win
a
ROW
OF
8
tix
to

9/10
game!
Hashtag:
#FanAppreciation

61
Chase
9/11:28am

Interviewing
@usopen
Champion
@serenawilliams

at

@JPMorgan
HQ.
Great
lunchtime
event!
#17
&
counting!

pic.twitter.com/QkEUpoygmG

62
Chase
9/7:38am

Share
your
fave
#USOpen
pic
using
#ChaseReview
for
a

chance
to
win
2014
tix!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

63
Chase
9/12:50pm

RETWEET
if
you're
excited
for
the
#USOpen
Men's

Final!
Here's
a
little
#kidwisdom
for
all
you
#tennis

fans:
http://bit.ly/Playnice
.

64
Chase
9/2:12pm

Want
a
chance
to
win
2014
#USOpen
tix?
Tweet
a
fan

photo
using
#ChaseReview!
Rules:http://bit.ly/chsrv

NoPurchNec.Ends9/9/13.USAonly18yr+

65
Chase
9/5:32pm

VAMOS!
#Rafa
#Nadal
def.
Novak
Djokovic,
6-‐2,
3-‐6,
6-‐
4,
6-‐1
to
capture
his
second
#usopen
title.

pic.twitter.com/9l4Du3ou8O

66
Chase
9/5:56pm

Congratulations
to
champion
@RafaelNadal
on
his

stellar
#usopen
performance.

pic.twitter.com/t2JE5vxx6T

67
Chase
10/4:27am

Iconic
New
Yorkers
@TeamVic
@dhmeyer
@Rockettes

&
@DanaPerino
will
join
our
#1America
tour
today
in

#NYC.
Learn
more:
http://on.fb.me/19SAIIn

68
Chase
10/7:04am

JPMorgan
Chase
is
proud
to
present
a
$200K
grant
to

the
@StBernardProj
during
the
#NYC
#1America
tour.

96

69
Chase
10/7:43am

Every
business
has
a
mission.
At
Chase,
it's
our
mission

to
help.
Meet
the
inspiring
entrepreneurs
of

#MissionMainSt
https://www.chase.com/business-‐
banking/missionmainstreet
…

70
Chase
10/8:55am

We’re
headed
to
Staten
Island
with
@SBPNY

@StBernardProj
&
@PointsofLight
to
rebuild
homes

affected
by
Hurricane
Sandy
#1America
#volunteer

71
Chase
10/10:25am

WATCH:
These
9
entrepreneurs
are
game-‐changers
in

their
industries:

http://www.chase.com/missionmainstreet
…

#MissionMainSt
#smallbiz

72
Chase
10/10:53am

55%
of
Americans
consider
selves
financially
literate,

up
from
41%
in
2010,
according
to
@Chase
Blueprint
&

Aite
Group
survey.

73
Chase
10/12:17pm

Denver
Startup
Basecamp,
launched
by
@Chase
|
A

Denver
Start
Up
Week
Piece
of
Awesomeness

http://buff.ly/17W250f

#DenStartupWeek

74
Chase
10/12:46pm

Our
friends
from
@jpmorgan
volunteering
for
United

Way
Community
Care
Day!
#CVC2013

http://ow.ly/i/37gjr

75
Chase
10/12:44pm

Are
you
a
U.S.
college
#student
who
loves
to
code?
Be
a

part
of
the
#JPMCodeForGood.
Applications
are
open

here:
http://jpm.com/x/i/NFPDK0E

76
Chase
10/8:31am

We're
excited
to
collaborate
with
JP
Morgan
Chase
in

Dallas
today.
Thanks
for
helping
thousands
in
the
US

@chasenews

http://ow.ly/oJwNn

77
Chase
11/5:46am

Today
we
remember
not
only
loss,
but
incredible

bravery,
self-‐sacrifice
and
love.
To
view
the
September

11th
memorial:http://www.911memorial.org/watch-‐
911-‐anniversary-‐ceremony
…

97

78
Chase
11/7:19am

Our
Chase
Business
Insight
Seminar
w/
@equalman
is

in
Phoenix
today!
Follow
#ChaseBIS
&
@ChaseSmallBiz

for
helpful
tips
for
your
#smallbiz.

79
Chase
11/8:35am

Chase's
Noreen
Bishop
kicks
off
#ChaseBIS
in
Phoenix:

"We
are
all
about
working
with
our
clients
–
over
time
–

to
help
you
succeed."

80
Chase
11/8:35am

Thanks
to
all
at
my
#ChaseBIS
Keynote
in
Phoenix
-‐
it's

small
business
that
makes
#America
Great

81
Chase
11/8:47am

Shout-‐out
to
@kchilites
at
#ChaseBIS!
See
how
this

#MissionMainSt
business
is
growing
tenfold:

http://www.chase.com/MissionMainStreet/Arizona
…

82
Chase
11/8:48am

Wow!
@equalman
drop
some
knowledge
to
a
room
of

business
owners
at
@BiltmoreHotel
#ChaseBIS

pic.twitter.com/elg55SZ2Ci

83
Chase
11/8:54am

Mobile
&
social
are
“merging”
technologies.
You
cant

have
one
without
the
other,
esp.
from
a
#biz

perspective.
@equalman
#ChaseBIS

84
Chase
11/8:50am

@equalman
"Think
mobile
first,
then
the
computer

screen"
#ChaseBIS

85
Chase
11/8:59am

Think
outside
the
box
-‐
I'm
talking
about
your
PC

monitor.
Think
#mobile
first,
@equalman
tells

#ChaseBIS
pic.twitter.com/XXbUhzSM2m

86
Chase
11/8:55am

Good
questions
#ChaseBIS
-‐
those
that
asked
where

they
can
get
my
books:
http://bit.ly/socialnomics-‐
book2
…
and
http://amzn.to/leader-‐kindle

87
Chase
11/9:28am

Thank
you
for
participating
in
today’s
#ChaseBIS!
For

more
#mobile
and
#social
insights
from
@equalman,

visit
http://equalman.com/chase
.

88
Chase
11/9:15am

For
those
business
owners
at
#ChaseBIS
that
want
to

become
Digital
Leaders
more
in
my
TED
Talk
here:

http://bit.ly/QualmanTED

98

89
Chase
11/11:10am

Who
will
be
in
Colorado
for
#DENStartupWeek?
The

schedule
for
Basecamp
has
just
posted:

http://www.denverstartupweek.com/basecamp
.
Mark

your
calendars!

90
Chase
11/11:27am

It's
all
coming
together
down
here
at
#Pier9
Check
out

@Chase
Sapphire
@stephenstarr
Restaurant
Row

pic.twitter.com/aD2DSvyQRt

91
Chase
10/8:02pm

The
Importance
of
Social
at
Chase

http://goo.gl/fb/Nzdwk

92
Chase
11/3:35pm

Check
it
out:
Chase
Tower
is
orange
for
#HungerAction

Month,
as
part
of
@FeedingAmerica's
Light
Up
Hunger

initiative:
pic.twitter.com/XJXt76k65r

93
Chase
11/4:05pm

Sign
up
for
mentor
&
leadership
spotlight
sessions
at

Denver
Startup
Basecamp,
launched
by
@Chase!

#DENStartupWeek
http://bit.ly/17rk55C

94
Chase
11/4:19pm

Sign
up
for
mentor
&
leadership
spotlight
sessions
at

Denver
Startup
Basecamp,
launched
by
@Chase!

#DENStartupWeek
http://buff.ly/1b74cFt

95
Chase
12/7:10am

Chicago's
@LouMalnatis
represent
the
spirit
of

American
business
in
Chase's
#MissionMainSt
program:

http://bit.ly/1eEsFlC

@PizzaMarktplace

96
Chase
12/8:05am

We're
so
excited!
RT
@yellowdogPG:
Install
day

@Chase
StartupWeek
Basecamp!
@DENStartupWeek

#DENStartupWeek
http://ow.ly/i/38i1W

97
Chase
12/8:09am

WATCH:
@mybkr
has
a
vision
that
beauty
will
change

the
world.
See
how
they're
making
it
happen:

http://www.chase.com/MissionMainSt/SanFrancisco
…

#MissionMainSt
#nyfw

98
Chase
12/8:26am

Free
#mortgage
help
FedExField
on
Tues,
1p-‐8p.
Details

http://www.hopenow.com

@BofA_Help
@WellsFargo

@Citi
@Chase
&
others
will
all
be
there

99

99
Chase
12/10:37am

*ALERT*
12
Chase
branches
are
closed
due
to
the

#BoulderFlood.
Please
tweet
us
w/any
account

questions.
Our
thoughts
are
with
those
in
CO.

100
Chase
12/10:58am

Our
Chase
Business
Insight
Seminar
w/
@equalman
is

in
Denver
today.
Follow
#ChaseBIS
&
@ChaseSmallBiz

for
helpful
tips
for
your
#smallbiz.

101
Chase
12/11:03am

Joe
Coleman
kicks
off
#ChaseBIS:
"Chase
serves
over

4M
American
businesses
and
we’re
proud
to
be
the
top

SBA
lender
for
3
years
running."

102
Chase
12/11:25am

@ChaseSmallBiz
I
love
the
Denver
Business
Community

-‐
thanks
for
being
so
fun
today
#ChaseBIS

103
Chase
12/11:37am

#ChaseBIS
meets
#DENStartupWeek
at
our
Business

Insight
Seminar
in
Denver!

Happy
to
partner
to
support

#smallbiz.
pic.twitter.com/FrWXh1536c

104
Chase
12/11:43am

Denver
#startups:
Make
sure
to
check
out
Basecamp,

launched
by
Chase,
at
next
week’s
#DenStartupWeek!

http://Denverstartupweek.com/basecamp
.
#ChaseBIS

105
Chase
12/11:46am

Mobile
&
social
are
“merging”
technologies.
You
cant

have
one
without
the
other,
esp.
from
a
#biz

perspective.
@equalman
#ChaseBIS

106
Chase
12/11:35am

90%
of
tweets
are
from
mobile,
yet
companies
spend

less
than
1%
on
mobile.
@equalman
#chaseBIS

107
Chase
12/11:54am

We
don't
have
a
choice
about
whether
we
do
social
or

mobile
marketing.
The
choice
is
how
well
we
do
it.
-‐

@equalman
#ChaseBIS
#smallbiz

108
Chase
12/11:14am

#PioneerOnCo
Thank
you
to
@Chase
Denver
for

creating
the
Robert
R.
Blankenship
Heart
award
in

honor
of
our
former
COO's
legacy.

100

109
Chase
12/12:01pm

THE
Eriks
of
digital

@equalman
and
@ErikMitisek

(plus
our
guy
Joe)
"@Chase:
#ChaseBIS
meets

#DENStartupWeek
pic.twitter.com/KO76OzgpgM”

110
Chase
12/12:26pm

You've
heard
of
#payitforward,
you
should

#postitforward
when
you
have
a
good
experience,

@equalman
tells
#ChaseBIS
#socialmedia

111
Chase
12/2:34pm

Denver
Startup
Basecamp
by
@Chase
main
stage

coming
together!
@DENStartupWeek

#DENStartupWeek
http://ow.ly/i/38xvk

112
Chase
13/3:18pm

We're
proud
to
support
leading
Bay
Area
non-‐profits
at

today's
#Scopeathon
event
at
our
Chase
HQ
in
SF

http://www.taprootfoundation.org/about-‐
probono/blog/introducing-‐jpmorgan-‐chase-‐scopeathon

…

113
Chase
15/4:51am

We're
heading
to
Denver
for
#denstartupweek!
RT
if

you'll
be
attending
next
week!

http://denverstartupweek.com/basecamp

114
Chase
15/12:58pm

The
#Dbacks
also
lend
a
hand
to
@Chase
by
presenting

mortgage-‐free
homes
to
a
pair
of
military
veterans.

#GiveBack
pic.twitter.com/N64UiqaSgw

115
Chase
15/7:17pm

Had
so
much
fun
at
the
@Dbacks
game
today!
Thank

you
guys
and
@Chase

-‐
@SGTEnglish0311

#buildinghomesforheroes

pic.twitter.com/QwzSqurbHw

116
Chase
15/9:39pm

T'was
the
night
before
@DENStartupWeek,
and
all

through
the
City,
the
banners
were
up
and
Basecamp

looked
so
pretty!
pic.twitter.com/3bjvNbdkrj

117
Chase
16/6:15am

Happy
#DENStartupWeek
everyone!
Be
sure
to
stop
by

Denver
Startup
Basecamp,
launched
by
@Chase
at
1201

16th
Street
@
Larimer.
Can't
miss
it!

101

118
Chase
16/7:03am

Basecamp
is
officially
open
for
business!
Come
visit
us

at
the
Tabor
Center
now
until
6PM:

http://www.denverstartupweek.com/basecamp
.

#DenStartupWeek

119
Chase
16/10:43am

Just
announced
at
#denstartupweek:
Chase
will
donate

$75,000
to
@RedCross
and
@FoothillsUW
to
support

the
#COFlood
relief
efforts.

120
Chase
16/11:52am

#DENStartupWeek's
off
to
a
great
start!

@ThisIsSethsBlog
inspiring
this
crowd
of
already-‐
inspirational
entrepreneurs

pic.twitter.com/pQ7914bbGX

121
Chase
16/1:11pm

WATCH:
@LamsSeafood’s
mission
is
to
bring
Southeast

Asia
to
Northwest
America:

http://chase.com/MissionMainStreet/Seattle
…

#MissionMainSt

122
Chase
16/8:15am

Check
out
the
video
from
@TCWmag's
100
Women
of

Influence
cocktail
reception
at
@Chase
Tower
in

#Chicago
http://www.tcwmag.com/tcws-‐100-‐women-‐
of-‐influence-‐reception/
…

123
Chase
16/12:03pm

$JPM
Continues
Code
for
Good
Challenges
in
the
U.S.

with
events
in
#Ohio,
#NewYork,
&
#Delaware:

http://jpm.com/x/b/NFPGy6x

124
Chase
16/2:57pm

Our
thoughts
are
with
the
Navy
Yard
victims
and
their

families.

125
Chase
16/4:59pm

More
than
300
people
visited
@Chase
Basecamp
today!

Full
day
of
networking,
mentor
sessions,
excitement

and
celebration
#DENStartupWeek

126
Chase
16/4:59pm

@Chase
gives
#COflood
victims
a
‘breather’
on

payments

http://www.bizjournals.com/denver/blog/finance_etc/
2013/09/chase-‐gives-‐colorado-‐flood-‐victims-‐
a.html?ana=twt
…
via
@denbizjournal

102

127
Chase
17/6:55am

Basecamp
is
open
at
#DenStartupWeek!
Stop
by
to

refuel
and
get
inspired
-‐
we're
here
til
6PM.

http://denverstartupweek.com/basecamp

pic.twitter.com/LMzvhgPlUn

128
Chase
17/7:32am

Great
piece!
“@GregAveryDenBiz:
Seth
Godin
launches

#DenStartupWeek,
offers
startups
marketing
advice

http://fb.me/2nYx95Hho
”

129
Chase
17/9:49am

Chase
employees:
if
you
donate
to
support
#coflood

relief,
we'll
double
your
donation
through
GoodWorks.

130
Chase
17/10:06am

Check
out
our
#MissionMainStreet
@Chase
Bank
video

on
Youtube!

131
Chase
18/7:07am

Good
morning
#DENStartupWeek!
Breakfast
is
served

at
Basecamp!
Visit
us
@
the
Tabor
Center
and
fuel
up

for
your
day.
pic.twitter.com/bttkOqvecO

132
Chase
17/5:39pm

Small
Business
Alert:
Not
All
Social
Media
Platforms
Are

Created
Equal

http://experts.allbusiness.com/guest_posts/small-‐
business-‐alert-‐social-‐media-‐platforms-‐created-‐equal/

…
Guest
post
from
Brent
Reinhard
@ChaseSmallBiz

133
Chase
18/6:35am

Thx
to
the
@ChicagoBears
&
@ChaseNews
another

mortgage-‐free
home
goes
to
USMC
Sgt
Terry&
his
son
at

season
opener
pic.twitter.com/n1HfnQ4so3

134
Chase
18/8:20am

@Chase
you
are
doing
an
amazing
job
being
such
a

critical
community
partner
for
#DENstartupweek.

Thank
you
for
everything
you
are
doing.

135
Chase
18/8:06am

Show
support
for
the
#BoulderFlood
victims
by

donating
$10
to
the
relief
efforts;
[TEXT]
FLOOD
1
to

50555
#DENStartupWeek

136
Chase
18/8:15am

Today
we
join
@CFEfund
to
launch
Bank
On
2.0
to
help

provide
safe
banking
services
to
the
under-‐banked.

Learn
more:
http://www.cfecoalition.org/

103

137
Chase
18/9:00am

#NYR
Fans:
take
advantage
of
an
exclusive
ticket
pre-‐
sale
from
our
marquee
partner,
@Chase.
Visit

http://nyrange.rs/13x0HCH

to
score
tix
now!

138
Chase
18/9:16am

At
#DENStartupWeek?
Join
us
at
#DSWBasecamp
with

@Chase
and
get
insights
on
how
to
use
Twitter
to
grow

your
business
from
@akmercog

139
Chase
18/10:30am

.@equalman,
former
@MSU_Basketball
star,
returned
to

Michigan
to
coach
our
#ChaseBIS
attendees
in

#socialmedia.
pic.twitter.com/0RZYu6Dl8O

140
Chase
18/10:53am

Starting
soon
at
#DSWBasecamp:
Leadership
Spotlight

featuring
@BrightNest
@PerkyJerky
&
@Twitter!

#denstartupweek
pic.twitter.com/CXdSbB4XnJ

141
Chase
18/11:18am

Thank
you,
Rally
Man
Rick,
for
warming
up
our
crowd

at
#DSWBasecamp!
#DSWBasecamp

pic.twitter.com/rPUS0EXrjw

142
Chase
18/11:36am

Justin
from
@brightnest
credits
his
success
with
"doing

well
by
doing
good."
#denstartupweek

pic.twitter.com/mWLYQzpQFi

143
Chase
18/11:47am

You
can't
be
successful
as
a
leader
if
you
can't
delegate,

says
Justin
Anthony
@brightnest
#denstartupweek

pic.twitter.com/lywmC5FCoM

144
Chase
18/12:06pm

Andrew
of
@choozle
shares
his
tips
for
securing
early

stage
funding.
#denstartupweek
#startups

pic.twitter.com/V6nxO3gqdh

145
Chase
18/12:12pm

And...this
is
happening
at
#DSWBasecamp...
Who's

excited
for
some
@PerkyJerky?!
#denstartupweek

#jerkman
pic.twitter.com/0E6kfO8bvh

146
Chase
18/12:22pm

If
failure
is
not
an
option,
you're
certainly
going
to
make

it,
says
@PerkyJerky's
Brian
Levin.
#denstartupweek

pic.twitter.com/GeNCB6EqJ4

104

147
Chase
18/12:44pm

.@Twitter
ad
credits
are
available
not
only
to
big

companies,
but
#startups
as
well,
says
@akmercog.

#denstartupweek
pic.twitter.com/4FE7kJU4G4

148
Chase
18/12:47pm

It's
not
about
follower
quantity,
but
follower
quality,

says
@akmercog.
#denstartupweek
#socialmedia

pic.twitter.com/xTlAjZsLR1

149
Chase
18/12:52pm

.
@akmercog
educating
Denver
business's
on
how
to

use
Twitter
#denstartupweek

pic.twitter.com/MoCG3B1Ub9

150
Chase
18/12:53pm

If
you
want
engagement,
add
vids/pics
to
your
tweets.

@akmercog
#DENStartupWeek
#DSWBaseCamp

151
Chase
18/3:37pm

Thanks
@chase!
RT
@nyknicks

#Knicks
fans:
take

advantage
of
an
exclusive
ticket
pre-‐sale
from
our

marquee
partner.

http://bit.ly/18U0tGt

152
Chase
18/3:05pm

We
must
embrace
leaders
who
mentor
&
schools
who

teach
–
to
build
our
cities
brick
by
brick
into
prosperity

-‐
@ErikMitisek
@DENStartUpWeek

153
Chase
18/5:00pm

big
thanks
to
@chase
for
sponsoring
the

#denverstartupweek
basecamp.

pic.twitter.com/TpHw8AhZSW

154
Chase
18/8:28pm

Todd
Munson,
president
of
@Chase
in
#Colorado,

welcoming
guests
to
Base
Camp
downtown
tonight
for

#denstartupweek
pic.twitter.com/ENm6tMkc4s

155
Chase
19/4:05am

Our
Chase
Business
Insight
Seminar
w/
@equalman
is

in
Troy,
Michigan!
Follow
#ChaseBIS
&
@ChaseSmallBiz

for
helpful
tips
for
your
#smallbiz.

156
Chase
19/5:17am

@equalman
Great
job
at
the
Business
Insight
event
in

Troy
MI.

#ChaseBIS
pic.twitter.com/DZiLVbaomZ

157
Chase
19/5:48am

Listening
is
critical.
#socialmedia
“@500yearplan:

#socialnomics
a
listening
report
about
the
brand.

#chasebis
pic.twitter.com/DjLvrJWFZU"

105

158
Chase
19/5:20am

90%
of
people
trust
"peers"...
only
14%
of
people
trust

advertisers!
#chasebis
@ChaseSmallBiz

159
Chase
19/7:04am

Hello
#DENSTartupWeek!
Basecamp
is
open
for
the

day!
Refuel,
recharge
and
get
#startup
inspiration:

http://denverstartupweek.com/basecamp
.

160
Chase
19/5:37am

Our
#smallbusiness
microloan
program
is
growing

thanks
to
@BOIofIndiana
partnership
w/
@Chase.
Read

announcement:
http://bit.ly/15Fclxx

161
Chase
19/8:20am

Spotted
at
#DSWBasecamp
this
morning:
a
@mybkr

bottle!
Great
to
see
our
#MissionMainSt
partner
at

#denstartupweek.
pic.twitter.com/8Hwq44kOtg

162
Chase
18/12:00pm

Congrats
to
the
leaders
on
@AmerBanker’s
Top
Women

in
Finance
list,
including
#JPM’s
own
Mary
Callahan

Erdoes
#mpwib
http://jpm.com/x/i/NFPH5AF

163
Chase
19/7:21am

Use
your
tech
skills
for
good.
U.S.
college
students
can

join
the
#JPMCodeForGood
to
benefit
non-‐profits.
Apply

here:
http://bit.ly/13esnNn

164
Chase
19/9:35am

I'm
speaking
at
the
Leadership
Spotlight
tomorrow

around
1pm
at
Basecamp.
Come
by
if
you're
close.

#DenStartupWeek
http://ow.ly/i/3c3C3

165
Chase
19/10:07am

Must-‐see
event
today
@
1PM:
@JPMorgan's
Anne
Berry

will
discuss
the
entrepreneurial
ecosystem
@

#DSWBasecamp.
Don't
miss
it!
#denstartupweek

166
Chase
19/11:06am

Happening
now
at
#DSWBasecamp:
@lyft
announces
its

launch
in
#Denver!
#denstartupweek

pic.twitter.com/RNnNTR9bJH

167
Chase
19/11:26am

Denver
is
the
#1
destination
in
the
US
for
millennials.

That's
huge,
says
@TamiDoor
#denstartupweek

pic.twitter.com/9yPOcxuI9p

106

168
Chase
19/11:25am

Care
about
it
and
do
it
because
you
will
make
an
impact,

let
us
be
crusaders!
says
@TamiDoor
#momentum

#doacracy
#DENStartupWeek

169
Chase
19/11:38am

Great
to
see
Chase
customer
@Jiberish
on
the

#denstartupweek
stage!
pic.twitter.com/oyqUQu36Do

170
Chase
19/11:43am

Wow:
Dave
Boger
of
@jiberish
was
a
forester
before

entering
the
fashion
industry.
#denstartupweek

pic.twitter.com/lgZw7Si6VW

171
Chase
19/11:48pm

More
eyes
are
on
Colorado
every
single
year,
says
Dave

Boger
of
@jiberish.
#placetobe
#denstartupweek

pic.twitter.com/jsMeRkonEd

172
Chase
19/11:40am

Super
impressed
with
the
energy
and
ideas
of

entrepreneurs
at
the
Startup
Week
Base
Camp
sessions

today
#DENStartupWeek

173
Chase
19/12:13pm

Colorado
native
Anne
Berry
returns
for

#denstartupweek
to
discuss
the
entrepreneurial

ecosystem
at
#dswbasecamp!

pic.twitter.com/m37PkSrIPT

174
Chase
19/12:14pm

"At
>30%,
internet
companies'
dramatically
high

growth
rates
signify
shift
in
where
econ
value
is

created"
$JPM's
Anne
Berry
#denstartupweek

175
Chase
19/12:15pm

Why
#Colorado
is
a
winner
for
entrepreneurs:
Local

tech
know-‐how,
advisors,
leading
research
centers
&

#culture.
$JPM's
Anne
Berry

176
Chase
19/12:17pm

#Colorado
has
the
#culture
for
a
healthy

entrepreneurial
ecosystem,
says
@JPMorgan's
Anne

Berry.
#denstartupweek
pic.twitter.com/uCcJmKru3w

177
Chase
19/12:47pm

By
knowing
their
audience,
Lloyd
Starr
says
@beatport

was
able
to
differentiate
themselves
from
iTunes
&
see

success
pic.twitter.com/TFpR8NGCYL

107

178
Chase
19/12:58pm

Why
sell?
Being
able
to
tell
their
story
well
was
key
to

@beatport's
acquisition
success.
#denstartupweek.

pic.twitter.com/ovJ3pKEpz8

179
Chase
19/1:32pm

@Chase
Tower
&
underground
tunnel
(pictured)
lights

up
ORANGE
tonight
for
#HungerActionMonth.

http://ow.ly/i/3c47i

180
Chase
19/12:29pm

PHOTO:
Join
#NYR
&
@Chase
for
the
Grand
Reopening

of
@LongBeach11561
Ice
Arena
on
9/28!

http://instagram.com/p/edA-‐KvPdLR/

181
Chase
19/3:20pm

Define
your
#OKRS
-‐
your
objectives
and
key
results,

advises
@JeremyBloom11
#DENStartupWeek

pic.twitter.com/hLnJ1NkQpP

182
Chase
20/6:17am

It's
Friday
and
nearing
the
end
of
#DENStartupWeek.

Are
you
checking
out
today's
speakers
at
Base
Camp?

http://bit.ly/17OCtpa

@Chase

183
Chase
19/8:54pm

[PHX
Business
Jrnl]
Goodwill
awarded
Chase
grant
to

support
women’s
initiatives
http://dlvr.it/40RVWz

184
Chase
19/2:31pm

Thx
@Chase

“@NYRangers:
#NYR
Fans:
take
advantage

of
exclusive
ticket
pre-‐sale
from
our
marquee
partner,

@Chase.
http://nyrange.rs/13x0HCH
”

185
Chase
20/6:42pm

Join
us
at
#DSWBasecamp
at
9
am
for
two
big

announcements:
@ChaseGiving
recipients
&
the

@SouthwestAir
napkin
challenge;
16th
St
&
Larimer

186
Chase
20/6:58am

Last
day
at
#DENStartupWeek!
Join
us
at

#DSWBasecamp
to
refuel,
recharge
and
meet
#startup

experts:
http://denverstartupweek.com/basecamp

187
Chase
20/8:26am

What's
happening
in
Denver
is
so
exciting,
we're
happy

to
support
the
entrepreneurial
growth
here.

#DENStartupWeek

108

188
Chase
20/8:30am

#DENStartupWeek
has
been
a
great
opportunity
for
us

to
pay
it
forward,
says
Chase's
Todd
Munson.

pic.twitter.com/8GwBuXiwGE

189
Chase
20/8:33am

Congrats
@cottonwoodinst
@kidstek
@MiCasaDenver

@urbanpeakco
@womensbean
and
@yacenter
on
their

$25K
#ChaseGiving
grant
at
#DENStartUpWeek!

190
Chase
20/8:38am

Congratulations
to
all
the
@ChaseGiving
non-‐profits
at

#DENStartupWeek!
You
inspire
us
all.

pic.twitter.com/GfDqtkf7l3

191
Chase
20/8:24am

#DENStartupWeek
Incredible
example
of
an
entire
city

rallying
around
the
local
startup
scene

@DowntownDenver
@ColoTechAsn
@Chase

#takenotes

192
Chase
18/11:53am

Congrats
Marine
Corps
Sergeant
Terry
who
was

awarded
a
mortgage-‐free
home
courtesy
of
@Chase
and

@Op_Homefront
#Bears

193
Chase
20/11:20am

Attn
US
#students:
Applications
close
this
weekend
for

the
#JPMCodeforGood.
Click
here
to
join
the
challenge:

http://jpm.com/x/i/NFPDK0E

194
Chase
20/8:30am

We
pulled
together
a
fantastic
lineup
of
events
for
the

last
full
day.
Check
it
out
&
plan
your
day!

#Denstartupweek

http://www.denverstartupweek.com/blog/friday-‐
schedule
…

195
Chase
20/1:29pm

Join
#NYR
Alums
Pete
Stemkowski
&
Ron
Greschner
in

Long
Beach
@Chase
Bank
(220
E
Park
Ave)
on
9/21
at

10am.
Stop
by
for
autographs
&
more!

196
Chase
20/6:29am

Chef
@lorenagarcia
greets
@Chase

#sapphirepreferred

@Visa
signature
guests
at
#JBFTasteAmerica
#miami

pic.twitter.com/Ty1wenLD9o

109

197
Chase
20/9:16pm

.@ChaseGiving
and
#DENStartupWeek
choose
six
non-‐
profits
to
share
$150,000,
via
@denbizjournal

http://m.bizjournals.com/denver/news/2013/09/20/c
hase-‐denver-‐startup-‐week-‐picks-‐6.html?r=full
…

198
Chase
21/6:52am

.@MontalvansSales
is
Cuban-‐born
couple's
American

Dream:
http://www.pe.com/business/business-‐
headlines/20130919-‐ontario-‐montalvans-‐sales-‐is-‐
cuban-‐born-‐couples-‐american-‐dream.ece
…

#missionmainst

199
Chase
21/7:08am

.@NYRangers
fans:
Meet
#NYR
alums
Pete
Stemkowski

&
Ron
Greschner
at
our
Long
Beach
branch
(220
E
Park

Ave)
TODAY
until
12PM.
See
you
there!

200
Chase
21/8:06am

PHOTO:
#NYR
Alums
Pete
Stemkowski
&
Ron

Greschner
in
Long
Beach
@Chase
Bank!
#NYRGoSkate

#NYRAssist
pic.twitter.com/jKMN2EppHp

201
Chase
21/8:30am

Are
you
a
US
college
#student
who
loves
to
code?
Be
a

part
of
the
#JPMCodeForGood.
Applications
are
open

here:
http://jpm.com/x/i/NFPDK0E

202
Chase
22/10:12am

Live
on
@CBS
with
our
sponsors
@Chase
@Visa

Signature
@Delta
thanks
to
@alansemsar
&

@RobuchonLV
@MGMGrand
@Phaidon

pic.twitter.com/0xGa7YOV1E

203
Chase
22/6:06am

Thank
you
@Chase!
#sponsor
of
the
finish
line

#KomenRaceSEWI
pic.twitter.com/UwVDnoquJU

204
Chase
23/5:48am

Thank
you
@Chase
&
@MelMartinez
for
believing
in

our
cause!
So
neat
to
hear
the
US
Senator
started
at
the

Y
#tb4good

http://www.tampaymca.org/3cmby/index.php?option
=com_content&view=article&id=288
…

110

205
Chase
23/6:47am

In
case
you
missed
it,
#DENStartupWeek
attracted

5,000
participants
who
did
lots
of
tweeting.

http://bit.ly/1aYPfmt

206
Chase
23/7:07am

Chase's
Joel
Luciano
and
#USMC
veteran
Ryan
Enriquez

featured
in
@nypost
story
on
why
we
hire
veterans:

http://nypost.com/2013/09/22/why-‐companies-‐love-‐
hiring-‐war-‐heroes/
…
#chase4vets

207
Chase
23/7:08am

Metro
economies
drive
trade
between
U.S.
and
Mexico

http://bit.ly/19t9kPT

#globalcities

208
Chase
22/7:15am

Less
than
1
WK
'til
Epcot
Int'l
Food
&
Wine
Festival

prstd
by
@ChaseNews.
Lots
of
exciting
new
offerings

this
year!
http://yfrog.com/nphl2cj

209
Chase
23/8:15am

We're
excited
to
honor
@KerryWood
and
bring

#1America
to
#Chicago
tomorrow.
More
at

http://bit.ly/1ai6deH

210
Chase
28/10:00am

We're
with
the
@NYRangers
fans
at
the
Long
Beach

Arena!
Join
us
to
meet
#NYR
alum
&
skate
for
free!

http://www.nyrangers.com/assist

#NYRAssist

211
Chase
28/12:30pm

PHOTO:
#NYR
Alum
&
@Chase
at
the
Grand
Reopening

of
@LongBeach11561
Ice
Arena
ribbon
cutting

ceremony!
#NYRAssist
pic.twitter.com/0eqHR5GIJj

212
Chase
28/1:28pm

Thanks
@jameernelson
for
helping
our
Chase

employees
package
60,000
meals
today
for
@IAMFCE!

#magic
pic.twitter.com/3HOqU1ei4C

213
Chase
28/2:33pm

PHOTO:
#NYR
Alums
Fotiu
&
Greschner
teaching

beginners
@LB_Ice_Arena
Reopening
with
@Chase.

http://instagram.com/p/e0bOC4vdOp

#NYRAssist

#NYRGoSkate

214
Chase
28/2:34pm

Thank
you
@jameernelson
for
coming
out
to
our

#HungerProject
with
@Chase
@ChaseGiving!

@Orlando_Magic
pic.twitter.com/qMEig70Kjd

111

215
Chase
28/2:44pm

Always
love
cooking
with
my
old
man.
Great
menu

tonight
for
@marriottintl
and
@chase

pic.twitter.com/V8vIB99q1r

216
Chase
29/2:01pm

Shout
out
to
@Chase
&
@Orlando_Magic!
Did
anyone

take
#pictures
at
the
#HungerProject?
We
would
love

to
see
them!
Tweet
them
at
us!

217
Chase
30/6:40am

Rocked
the
(keys
to
a
mortgage
free)
house
this

weekend
w/
@bretmichaels
in
AZ
@ChaseNews

pic.twitter.com/cyHV1kqOt0

218
Chase
20/8:48am

VIDEO:
Need
Monday
morning
inspiration?
Meet
the

all-‐star
entrepreneurs
of
#MissionMainSt:

http://www.chase.com/missionmainstreet
….

#startups

219
Chase
30/9:05am

So
glad
you're
enjoying
#ChaseLounge!
RT

@MouseFanDiane
The
Exclusive
@Chase
Lounge
Is

Back
At
#EpcotFoodFestival
http://buff.ly/19bIqjg

220
Chase
7/10:31am

Check
out
http://chasemilitary.com

for
exciting
career

opportunities
within
JP
Morgan
Chase
&
Co.

221
Chase
30/10:49am

This
way
to
the
Chase
Lounge!
#DYK:
@Chase
card

members
can
enjoy
amazing
perks
at

#EpcotFoodFestival
this
year!

pic.twitter.com/OCrkmACsOw

222
Chase
30/3:10am

Chase
Tops
Keynote
Mobile
Banking
Scorecard

http://twb.io/1avp0Db

223
Chase
30/12:00pm

WATCH:
@kchilites'
mission
is
to
see
their
product

on—and
off—every
road.
It’s
our
mission
to
help:

http://www.chase.com/MissionMainStreet/Arizona
…

#MissionMainSt

224
Chase
30/12:15pm

Exciting
news
from
@Chase
Foundation:
$1M
grant
for

under-‐banked!

http://on.wsj.com/1bmQ1xc

112

225
Chase
30/11:20am

Have
you
registered
for
the
@JHBComCtr
@Chase
Day

of
Service?
Learn
skills
to
become
financially
literate!

http://ow.ly/pln1W

2.2
Public
Relations
Approaches

Tweet
#
Sales
Marketing

How

to-‐
Posts
CSR

Thought

Leadership

Customer

Service

Current

Affairs/

Pop

culture

RT
by

Bank

3

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2.3
Engagement

Tweet
#
#RT
#Favorites
#Comments
#Negative
#Positive
#Neutral
#Unrelated

3
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2.4
Media
Included
and
Particularities

Tweet
#
Video
Photo
In-‐depth
Analysis
Details/Particularities

3
x

Very
popular
video

4

5

6

x

7

Chase
comments
on
contest

participants'
tweets

8
x

9

x

10

x

11

12

13

14

x

15

16

17

x

18

19

20

21

Exact
repost
of
previous
tweet

22

23

24

x

25

x

26

27

x

28

2

29

30

31

CTA
at
end
of
tweet
might
be

overlooked

32

33

34

x

High
but
mixed
engagement;

chase
almost
only
responds
to

positive
comments
about
contest

35

36

125

37

38
x

x

39

User
jumps
to
Chase's
defense

40

41
x

42

x

43

44

x

45
x

x

High
engagement
despite
video

repost

46

47
x

48

49

50

x

51

52

53

54

55

x

US
Open
winner
announcement;

Chase
can't
take
credit
for

engagement

56

57

58

59

60

61

62

63

64

65

x

66

x

67

68

69

70

71

72

73

74

126

75

Personalization
and
CTA
might

trigger
engagement

76

77
x

x

78

79

80

81

82

x

83

84

85

x

86

87

88

89

90

x

91

92

x

93

94

95

96

x

97

98

Chase
is
not
afraid
to
mention

main
competitors

99

100

101

102

103

x

104

105

106

107

108

109

x

110

111

x

112

113

114

x

115

x

127

116

117

118

119

x

High
level
of
engagement
and

positive
feedback;
might
be

related
to
tie-‐in
with
start-‐up

week

120

x

121

122

123

124

125

126

127

128

129

130
x

131

x

132

133

134

135

136

137

138

139

x

140

x

141

x

142

x

143

x

144

x

145

x

Neutral
but
funny
remarks
can
be

counted
as
positive
engagement

146

x

147

x

Positive
comments
might
indicate

interest
in
small
business
advice

148

x

149

150

151

152

128

153

154

x

Despite
RT
Engagement
counts

because
comments
are
very

chase-‐related

155

156

157

x

158

159

160

161

x

162

163

164

165

Users
seem
interested
in
Chase

speaker,
speedy
response
by

chase
(location
of
event
details)

in
45min

166

x

167

x

168

169

x

170

x

171

x

172

173

x

174

175

176

x

177

x

178

x

179

180

181
x
x

182

183

184

185

186

187

188

x

189

x

190

x

129

191

192

193

194

195

196

197

198

199

200

201

202

203

204

205

206

207

208

209

210

211

212

x
x

213

214

215

216

217

218
x

219

220

221

Despite
RT
by
Chase,
engagement

counts
because
retweets
and

comments
are
closely
linked
to

chase

222

223
x

224

225

130

3.
Wells
Fargo

3.1
General
Information

Tweet

#
Handle
Date/Time
Tweet

2
WellsFargo
2/304am
Thanks
for
sharing
this
nice
photo,
@Op_homefrontPNW!

3
WellsFargo
2/10:01am

It’s
Labor
Day!
What
#GreatThings
do
you
have
planned
for

today?

4
WellsFargo
3/8:00am

Want
to
est.
your
#college
#education
costs
but
hate
math?

Try
Mr.
Fellows’
fave
calculator:
http://spr.ly/6015w1w1

5
WellsFargo
3/9:10am

RT
@EasyLunchboxes
My
company
has
grown
w/help
from

@WellsFargo.
Learn
why
[video]
http://spr.ly/6016wkTE

#smallbiz
#credit

6
WellsFargo
3/9:18am
.@serketracing
We
are
happy
to
support!

7
WellsFargo
3/10:00am

Hear
from
Garmon
&
Co
-‐
a
30-‐yr-‐old
#smallbiz

about
how

they
weathered
some
tough
times,
but
thrived
[video]

http://spr.ly/6018wptp

8
WellsFargo
3/11:00am

#College
is
an
exciting
time!
Read
these
tips
on
how
to
take

the
lead
on
your
finances.
http://spr.ly/6012wX8j

pic.twitter.com/NPLwuQAfv3

9
WellsFargo
4/6:08am
It's
our
pleasure,
@MayoralForum!
Thank
you.

10
WellsFargo
4/9:00am

We're
seeing
double!
Through
Sept
we're
providing
a

#DoubleDiscount
to
our
current
customers.

http://spr.ly/6011Z77f

pic.twitter.com/aIQCL0gnv0

11
WellsFargo
4/10:00am

#DidUKnow:
45%
of
#smallbiz
said
rising
#housing
prices

would
improve
sales.
Hear
from
one
#smallbiz
[video]

http://spr.ly/6013wptZ

12
WellsFargo
4/10:38am

You're
all
set
for
a
date.
How
do
you
make
it
great
after
you

#GetBankingDone?
A
movie,
bike
ride,
a
roller
coasters?

pic.twitter.com/a8G0L9LKEG

131

13
WellsFargo
5/8:00am

Always
on
the

go?
Mobile
Banking
is
like
having
a
bank
in

your
pocket.
Try
it
today

#GetBankingDone.

http://spr.ly/6010wX8G

14
WellsFargo
5/10:00am

Stay
in
touch
with
Mr.
Fellows
all
year
round.
Sign
up
for
the

5
Steps
College
Newsletter:
http://spr.ly/6015w1F5

15
WellsFargo
5/12:00pm

Clear
tonight’s
schedule,
#football’s
back!
Who
will
win?

#GreatThings
#ThrowBackThursday

pic.twitter.com/gLOZtr3C92

16
WellsFargo
5/12:07pm

#Radiothon:This
hour
call
in
to
559.353.7000
&
become
a

miracle
maker!
@WellsFargo
will
donate
$2,000
if
we
reach

20
miracle
makers.
Thanks!

17
WellsFargo
6/10:00am

Make
your
dream
into
reality!
Enter
for
a
chance
to
win
a

road
trip.
http://spr.ly/6012wja4

No
purchase
necessary.

pic.twitter.com/64ON1Km5uk

18
WellsFargo
6/10:00am

Not
all
who
wander
are
lost…Enter
for
a
chance
to
#win
a

road
trip:
http://spr.ly/6010wOBs

No
purchase
necessary.

pic.twitter.com/m6OBGENaqk

19
WellsFargo
8/9:00am

It’s
National
#Grandparents
Day!
What’s
one
great
thing

you’ve
learned
from
your
grandparents?
#GreatThings

pic.twitter.com/l5ftFfpdUn

20
WellsFargo
9/12:33am
We're
happy
to
support,
@LeopardCycles.
Thanks!

21
WellsFargo
9/9:00am

Muchas
gracias!
Check
out
the
#DoubleDiscount
promotion

through
the
end
of
Sept.
http://spr.ly/6010Z7CE

pic.twitter.com/QifamoAPDn

22
WellsFargo
9/10:03am

Thanks
@marthasmarket
for
sharing!

We're
happy
to

support!

23
WellsFargo
9/10:45am

Thanks
@o_haworth
for
sharing
your
road
trip
adventure

with
us.

Have
a
great
day!

24
WellsFargo
9/2:45pm

What
does
a
journey
look
like
in
your
shoes?Enter
for
a

chance
to
#win!No
purchase

required:http://spr.ly/6013w9LV

pic.twitter.com/3rg9CYGJmZ

132

25
WellsFargo
10/9:00am

How
could
a
tragedy
from
50
years
ago
make
life
better
for

a
17-‐year-‐old
today?

Willie
Williams
shares
how:

http://spr.ly/6013w9CF

26
WellsFargo
10/10:00am

Looking
for
adventure…well
hit
the
road!
Enter
for
a
chance

to
win
a
#RoadTrip:
http://spr.ly/6013w9Fb

No
purchase

necessary.

27
WellsFargo
10/11:00am

Need
to
make
a
deposit
on
the
go?
Mobile
Deposit
=
no

problem.
#GetBankingDone.
Member
FDIC.
[Watch
Demo]

http://spr.ly/6012w9h6

28
WellsFargo
10/12:00pm

.@WellsFargo
is
excited
to
support
the
@LibraryCongress

National
Book
Festival
in
#DC
on
9/21
&
9/22
–
join
us:

http://spr.ly/6014wcDC

29
WellsFargo
10/12:15pm

Whatever
big
ticket
item
you’re
saving
for,
find
out
how
to

create
a
savings
plan
here:

http://spr.ly/6016wcrg

pic.twitter.com/nlIk0pUr73

30
WellsFargo
10/2:23pm

Keep
an
eye
on
the
economic
environment
w/

#WFeconomics
–
Stay
tuned
for
more!

31
WellsFargo
10/2:52pm
Thanks
@GMCLA!

We
are
happy
to
support!

32
WellsFargo
11/6:42am
The
pleasure
is
ours,
@NHSCleveland.
Thank
you!

33
WellsFargo
11/8:00am

Retirement
may
seem
far
away
but
it’s
never
too
early
to

prepare.
Learn
more
http://spr.ly/6017wwaT

#GreatThings
pic.twitter.com/0GXiivmXkF

34
WellsFargo
11/9:00am

Learn
more
about
@WellsFargo
Private
Bank
forecast
of

emerging
market
investing.
Watch
here:

http://spr.ly/6010wcPq

35
WellsFargo
11/10:00am

A
@WellsFargo
team
member
shares
what
it
was
like

growing
up
as
an
#AfricanAmerican
in
the
South
in
the

1960s.
Read:
http://spr.ly/6016wY3r

36
WellsFargo
11/10:41am
Thanks
@cltchamber
for
sharing!

We're
happy
to
help!

37
WellsFargo
11/11:20am

Thanks,
@gpconservatory
for
sharing!

We
are
happy
to

help!

38
WellsFargo
12/8:00am

Come
celebrate
#reading
with
us
&
@librarycongress
at
the

National
Book
Festival
in
#DC
on
9/21
&
9/22–come
join

us:
http://spr.ly/6010wY3g

133

39
WellsFargo
12/9:00am

I’ll
have
a
deposit
with
a
side
of
receipt
please.

#ThrowBackThursday
#GreatThings

pic.twitter.com/j5Ih9qPaqG

40
WellsFargo
12/9:44am
Thanks
@InspiredbyCG!

We're
happy
to
support!

41
WellsFargo
12/10:00am

Tweet
us
your
favorite
road
trip
pic!
Enter
for
a
chance
to

win
a
#RoadTrip:
http://spr.ly/6014w92u

No
purchase

necessary.

42
WellsFargo
12/11:00am

Goodbye
packed
wallet.
Bank
almost
anywhere,
anytime

with
mobile
banking.
#GetBankingDone

http://spr.ly/6015wY3l

pic.twitter.com/73STfKW6HN

43
WellsFargo
12/11:09am

While
fashions
fade,
find
out
how
style
lives
on.

@HuffPostStyle
&
@WellsFargo
present
"United
States
in

Style”
http://huff.to/1fjOG6H

44
WellsFargo
12/12:00pm

Interested
in
news
&
info
on
the
economy?
Stay
tuned
to

#WFeconomics
for
weekly
details.

45
WellsFargo
12/1:48pm
Thanks
@UnitedWayCI!

We're
happy
to
help.

46
WellsFargo
13/6:07am
You're
welcome,
@Betty_Cowell!
Have
a
nice
day!

47
WellsFargo
13/8:00am

During
@WellsFargo's
#DoubleDiscount
promo
-‐
customers

may
reduce
total
loan
costs
&
save
http://spr.ly/6012wb3e

pic.twitter.com/jIutOUX3op

48
WellsFargo
13/9:00am

Are
you
upbeat
about
investing
in
#emerging
markets?

@Wellsfargo
Private
Bank
sees
opportunities.

http://spr.ly/6019wY3U

49
WellsFargo
13/9:03am

.@LibraryCongress
wants
to
know
what
you
think!
What

#books
have
shaped
the
world?
Take
the
survey:

http://spr.ly/6010wY3q

50
WellsFargo
13/10:00am

Get
@WellsFargo
Private
Bank
perspective
on
#investing

for
the
2nd
half
of
the
year
–
[watch]:

http://spr.ly/6016wd3G

51
WellsFargo
13/11:30am

See
@HuffPostStyle's
refreshing
look
at
United
States
in

Style.
#FashionFriday.
Sponsored
by
@WellsFargo:

http://spr.ly/6016wY3a

134

52
WellsFargo
13/12:30pm

Check
out
this
week's
installment
of
United
States
in
Style

#Miami
from
@HuffPostStyle
#FashionFriday
[Video]

http://spr.ly/6014wWg4

53
WellsFargo
13/1:30pm

What
are
2
most
important
factors
for
having
enough
$
for

retirement
according
to
investors?
Find
out
here:

http://spr.ly/6015wohc

54
WellsFargo
13/2:30pm

Life
was
a
lot
different
for
African
Americans
50
years
ago.

Some
perspective
from
a
@WellsFargo
team
member.
Read:

http://spr.ly/6013wWl1

55
WellsFargo
13/4:45pm

#WFeconomics:
“Consumers
and
Businesses
Remain

Cautious.”
Find
out
why.
[Read]
http://spr.ly/6013wU5W

56
WellsFargo
13/7:00pm

Hello
@swiftcommunity
&
global
bankers!
@WellsFargo
is

excited
to
participate
in
#Sibos
2013
[Welcome]

http://spr.ly/6014wUPM

57
WellsFargo
13/8:00pm

#Sibos
delegates:
Visit
the
@WellsFargo
booth,
complete
w/

Buffalo
Bill
#Stagecoach!
[Details]
http://spr.ly/6013wUPV

58
WellsFargo
14/9:00am

We’re
excited
to
participate
in
the
@USHCC
Foundation’s

Chamber
Training
Institute
again
this
year.
Learn
more:

http://spr.ly/6018wUoQ

59
WellsFargo
14/10:00am

Make
innovation
a
part
of
your
biz
culture
&
more
at
the

@USHCC
Foundation’s
Chamber
training
institute.
More:

http://spr.ly/6019wUov

60
WellsFargo
14/11:00am

73%
of
#investors
believe
US
is
headed
for
major

#retirement
crisis
@GallupNews
survey.
Are
you
ready?

http://spr.ly/6010wUoa

61
WellsFargo
15/2:00pm

#Sibos
delegates:
Stop
by
for
coffee
&
watch

@TEDxUNPlaza
rebroadcasts
at
the
@WellsFargo
booth
on

Tue,
Wed
&
Thur
http://spr.ly/6012wUPI

62
WellsFargo
15/3:00pm

We
are
proud
to
have
2
@WellsFargo
speakers
at
#Sibos:

Mike
Kennedy
&
Tom
Lickiss
[Videos]

http://spr.ly/6017wUPZ

63
WellsFargo
15/4:00pm

#Sibos
delegates:
Stop
by
for
coffee
&
watch

@TEDxUNPlaza
rebroadcasts
at
the
@WellsFargo
booth
on

Tue,
Wed
&
Thur
http://spr.ly/6013wUP5

135

64
WellsFargo
16/5:52am
It's
our
pleasure,
@NHCandCenter!
Thank
you.

65
WellsFargo
16/8:00am

September
16th
is
the
most
popular
birthday
in
America.

Who
do
you
know
celebrating
a
birthday
today?

#GreatThings
pic.twitter.com/ZtyqSC8vsq

66
WellsFargo
16/9:01am

What
inspires
you
to
choose
your
next
book?
Join

@LibraryCongress
&
us
at
the
National
Book
Festival
on

9/21
&
9/22:
http://spr.ly/6017wqcL

67
WellsFargo
16/9:14am

#Sibos
delegates:
Join
@WellsFargo's
Mike
Kennedy
as
he

discusses
#MobileBanking
&
#CX.
Tue
4pm
[Video]

http://spr.ly/6014wSV0

68
WellsFargo
16/10:00am

Today,
@WellsFargo
will
host
a
workshop
on
the
State
of

Hispanic
Businesses
during
the
@USHCC
34thAnnual

Convention
#USHCC13

69
WellsFargo
16/11:00am

The
HSF/USHCC-‐WellsFargo
#scholarship
offers
eligible

students
a
chance
for
$2,500.
Apply
now!

http://spr.ly/6016wSij

#USHCC13

70
WellsFargo
16/12:00pm

Use
Mobile
Deposit
to
get
those
birthday
checks
into
your

bank
account
faster
-‐
#GreatThings

http://spr.ly/6013wdGR

Member
FDIC

71
WellsFargo
16/1:28pm

#WFeconomics:
Signs
for
stronger
economic
growth

[Watch]:
http://spr.ly/6019wS4R

72
WellsFargo
16/3:38pm

Use
Mobile
Deposit
to
get
those
birthday
checks
into
your

bank
account
faster:
http://spr.ly/6013ws1W

Member

FDIC
pic.twitter.com/6TfWfSkXdQ

73
WellsFargo
17/8:00am

Fall
television
is
back!
What
shows
are
you
most
excited

about?
#GreatThings
pic.twitter.com/X3pMWrqHHK

74
WellsFargo
17/9:35am
Thanks
for
sharing
@fillysportznut!

Have
a
great
day!

75
WellsFargo
17/9:49am
It
is
a
very
entertaining
show
@jamesvc1!

76
WellsFargo
17/9:44am

Thanks
@EdwinRuiz58
for
sharing!

Have
a
great
time

watching
the
new
season.

136

77
WellsFargo
17/10:30am

We’re
honored
to
have
been
a
part
of
the
@USHCC
34th

Annual
Convention.
Looking
forward
to
next
year’s
event!

#USHCC13

78
WellsFargo
17/10:45am
Nice
photos!
Thanks
for
sharing
@beckyyerak!

79
WellsFargo
17/10:59am

Thanks
@StuffFedoraSays
for
sharing!

A
new
episode

begins
tonight.

Enjoy!

80
WellsFargo
17/11:00am

.@WellsFargo
customers
have
saved

63,000
miles
of

receipt
paper
with
paperless
ATM
transactions.
Thanks!

Learn
more:
http://spr.ly/6018wtR4

81
WellsFargo
17/11:02am

Thanks
@Alipalu
for
sharing!

Enjoy
your
upcoming
fall

television
shows!

82
WellsFargo
17/12:30pm

.@WellsFargo’s
history
with
#Chicago
includes
stories
of

growth,
opportunity
and
Gila
monsters.[Read]:

http://spr.ly/6019wtZB

83
WellsFargo
17/1:00pm

Come
visit
the
@WellsFargo
“Let’s
#Read
America”
tent
at

the
@LibraryCongress
National
Book
Festival
on
9/21
&

9/22:
http://spr.ly/6010wtu6

84
WellsFargo
17/11:31am

New
Chicago
@WellsFargo
HQ
will
start
with
800+

employees-‐-‐20th
corporate
headquarters
to
open
here
since

2011.
http://bit.ly/1f1Jlne

85
WellsFargo
17/1:33pm

Mortgage
customers
needing
assistance
in
#Colorado
can

call
us
on
our
Disaster
Hotline,
888-‐818-‐9147.
Further

info:http://spr.ly/6015wtSV

86
WellsFargo
17/2:00pm

Easy
to
find,
coast
to
coast.
More
than
12,000
ATM
locations

makes
it
easy
to
#GetBankingDone.
Find
an
ATM:

http://spr.ly/6017wtul

87
WellsFargo
18/12:06am
Glad
to
support
your
cause,
@gather4ed!
Thank
you!

88
WellsFargo
18/12:08am
Nice
photo,
@myvsuw!
Thanks
for
sharing!

89
WellsFargo
18/7:13am
We're
happy
to
support,
@HONashville.
Thanks!

90
WellsFargo
18/8:03am

@Opportunityfund
@Innovate4impact
&
@HPN_Network

are
the
2013
@wellsfargo
NEXT
@OppFinance
Awardees
-‐

Learn
more:
http://bit.ly/188KsOF

137

91
WellsFargo
18/10:45am

Never.
Stop.
Exploring.
Enter
for
a
chance
to
#win
an
epic

road
trip!
No
purchase
necessary.
http://spr.ly/6014wvM2

http://twitter.com/WellsFargo/status/380375675640627
200/photo/1pic.twitter.com/mrDsIR8tym

92
WellsFargo
18/1:32pm

#Sibos
delegates:
Come
by
the
@WellsFargo
booth
and
view

demos,
take
a
pic
w/
the
#stagecoach.
And
pick
up
a

#WFpony!
(while
supplies
last)

93
WellsFargo
18/2:05pm

So
much
energy
buzzing
right
now
at
the
Loews
Hotel
as
the

awesome
@WellsFargo
volunteers
assemble
kits
for

homeless
students.

94
WellsFargo
18/9:00pm

Thank
you
#Sibos
community
for
an
awesome
conference!

@WellsFargo
was
proud
to
participate
&
looks
forward
to

seeing
everyone
again
in
2014

95
WellsFargo
19/7:00am

41%
of
affluent
women
are
not
#confident
in
investing.

Learn
more
on
investing
@WellsFargo
here:

http://spr.ly/6010wvxu

96
WellsFargo
19/8:00am

We
are
excited
to
sponsor
the
@LibraryCongress
13th

National
Book
Festival
in
#DC
–
join
us
on
9/21
&
9/22:

http://spr.ly/6011wvxR

97
WellsFargo
19/9:00am

.@Wellsfargo
is
providing
package
customers
a
double

interest
rate
discount.
Learn
more:
http://spr.ly/6019Z7CX

98
WellsFargo
19/9:42am
Nice
photo
@andreahope22!

Thanks
for
sharing!

99
WellsFargo
19/10:00am

Saving
&
planning
carefully
can
do
#GreatThings
-‐
For
more

info
on
home
repairs:
http://spr.ly/6019wb3f

#tbt

pic.twitter.com/WH91tEApGy

100
WellsFargo
19/10:28am
Thanks
@GoodScoutGroup!

We're
happy
to
support!

101
WellsFargo
19/10:30am
Thanks
@AustinHabitat!

We're
glad
to
support!

102
WellsFargo
19/10:33am
You're
welcome
@PAConvention!

We're
happy
to
help!

103
WellsFargo
19/11:00am

With
12,000
ATMs,
there's
almost
always
one
within
reach!

#GetBankingDone

[More]
http://spr.ly/6012wvxr

pic.twitter.com/PWHrEPu6ls

138

104
WellsFargo
19/11:30am

Is
living
in
retirement
w/out
a
paycheck
something
you’ll

resist
by
working?
45%
of
#affluent
women
agree:

http://spr.ly/6015wvxV

105
WellsFargo
19/12:30pm

Two-‐thirds
of
#affluent
women
have
been
taught
about
the

markets.
Did
someone
teach
you?
http://spr.ly/6017wxyR

106
WellsFargo
19/6:44am

#WFPony
Mack
visits
the
#Innotribe
space
at
#sibos.

pic.twitter.com/bth9FGZboj

107
WellsFargo
19/4:11pm

What
inspires
you
to
choose
your
next
book?
Join

@LibraryCongress
&
us
at
the
National
Book
Festival
on

9/21
&
9/22:
http://spr.ly/6017wx5h

108
WellsFargo
13/8:31am

Did
your
grandparents
tell
you
stories
about
their

childhood?
#KinseyUntold

109
WellsFargo
20/7:00am

Congrats
to
the
2013
@WellsFargo
NEXT
Opportunity

Awardees:
@OpportunityFund
@innovate4impact
&

@HPN_Network!
http://spr.ly/6010wxv0

110
WellsFargo
20/8:00am

Check
out
how
new
@WellsFargo
LEED(R)
Gold
#Chicago

hub
building
reduces
#energy
Read:

http://spr.ly/6017wxaH

111
WellsFargo
20/8:30am

Come
visit
the
@WellsFargo
“Let’s
#Read
America”
tent
at

the
@LibraryCongress
National
Book
Festival
on
9/21
&

9/22:
http://spr.ly/6011wxaz

112
WellsFargo
20/9:00am

Check
out
this
week's
installment
of
United
States
in
Style

@HuffPostStyle
#FashionFriday
#Plaid
Pics

http://spr.ly/6016wxau

113
WellsFargo
20/10:00am

Take
the
scenic
route!

Enter
for
a
chance
to
#win
a
road

trip:
http://spr.ly/6017wv3P

No
purchase
necessary.

114
WellsFargo
20/10:30am

This
weekend,
@WellsFargo
will
be
front
row
at

@circuitamericas
in
#Austin,
with
@Op_Homefront

@serketracing!

115
WellsFargo
20/11:30am

We
are
excited
to
sponsor
the
@LibraryCongress
13th

National
Book
Festival
in
#DC
–
join
us
on
9/21
&
9/22:

http://spr.ly/6010wxap

139

116
WellsFargo
20/11:39am
Thanks
for
sharing
@SarahNMamaof2
and
have
a
great
day!

117
WellsFargo
20/11:41am
Thanks
@VolunteerMarin!

We're
happy
to
help!

118
WellsFargo
20/12:11pm

Thanks
@librarycongress
for
sharing
and
we're
glad
to

support!

119
WellsFargo
20/1:00pm

#CDFIs
@OpportunityFund
@innovate4impact
&

@HPN_Network
are
this
year’s
@WellsFargo
NEXT

Opportunity
Awardees!
http://www.wellsfargo.com/next

120
WellsFargo
20/3:00pm

.@WellsFargo
is
pleased
to
partner
w/@Op_Homefront
&

@Serketracing
to
support
#military
&
#veterans

@circuitamericas

121
WellsFargo
20/3:58pm

#WFeconomics:
Fed
Throws
Surprise
Party
for
Markets

[Read]
http://spr.ly/6012wL3E

122
WellsFargo
22/10:00am

The
return
of
Autumn
means
the
return
of
many

#GreatThings.
Tweet
us
what
you’re
most
excited
about.

pic.twitter.com/ApZsK4VGX2

123
WellsFargo
23/9:46am
Thanks
@colabsummit!

We're
happy
to
support!

124
WellsFargo
23/9:53am
Thanks
@10TONYD!

We're
glad
to
support!

125
WellsFargo
23/10:00am

It’s
National
Dog
Week!
So
let’s
“paws”
and
celebrate
all
the

#GreatThings
about
our
favorite
furry
companions.

pic.twitter.com/TfYN00tFn9

126
WellsFargo
23/10:30am

In
case
you
missed
the
@LibraryCongress
national
book

festival
in
#DC
you
can
#read
our
[blog]
about
it
here:

http://spr.ly/6012wFZq

127
WellsFargo
23/11:00am

Have
you
entered
for
a
chance
to
#win
an
epic
road
trip?

Click
here:

http://spr.ly/6014wFZs

No
purchase
required.

pic.twitter.com/mmYg0vKeZb

128
WellsFargo
23/12:00pm

#WFeconomics:
Fed
Throws
Surprise
Party
for
Markets

[Read]
http://spr.ly/6010wFwy

129
WellsFargo
23/4:39pm

MT
@trailblazers
All
the
details
you
need
to
know
about
the

@WellsFargo
Fan
Fest
|
http://spr.ly/6016w2yw

#RipCity

140

130
WellsFargo
24/8:00am

On
this
day
in
history
in
1998,
the
current
$20
bill
was

introduced.
#GreatThings
pic.twitter.com/ZCF29tQ554

131
WellsFargo
24/9:00am

.@WellsFargo
customers
receive
a
double
thank
you
&
a

special
#DoubleDiscount
offer
–
click
here
to
learn
more:

http://spr.ly/6013Z7Cb

132
WellsFargo
24/9:54am
.@BET
Thanks
for
sharing!

133
WellsFargo
24/1:13pm

MT
#Blogalicious5
attendees
can
watch
live
pitches
of

attendees
competing
for
a
$5K
grand
prize
from

@WellsFargo
http://spr.ly/6017wNS9

134
WellsFargo
25/8:00am

Here's
a
#GetBankingDone
tip
to
help
avoid
overdrawing
ur

account
[Video]
http://spr.ly/6019w41l

[More]

http://spr.ly/6010w41m

Member
FDIC

135
WellsFargo
25/9:00am

Student
loans
on
your
mind?
Here
are
some
tips
to
get
on

top
of
them
that
we
shared
with
Credit
Karma:

http://spr.ly/6014w2DO

136
WellsFargo
25/10:00am

Every
#RoadTrip
needs
a
#bucketlist,
what's
on
yours?

Enter
for
a
chance
to
win
a
road
trip:

http://spr.ly/6013wxXF

No
purchase
necessary.

137
WellsFargo
25/11:14am

RT
@SalonLGBTQ
Announcing
Keynote
Speaker
Renee

Brown
from
@WellsFargo!
http://spr.ly/6010wfe2

#lgbt

@OutandEqual
http://spr.ly/6011wfeN

138
WellsFargo
25/4:00pm

Check
out
@Op_Homefront
&
@serketracing
pics
of
from

the
event
in
#Austin
#veterans
#COTA

http://spr.ly/6017wAEW

139
WellsFargo
26/6:37am
It's
our
pleasure,
@HFHRiverside!
Thank
you.

140
WellsFargo
26/8:00am

EmBARK
on
a
new
journey!
Learn
about
funding
options
for

purchasing
a
car
#TBT
http://spr.ly/6010wbuq

pic.twitter.com/aFT13Z3bis

141
WellsFargo
26/9:00am

#Student
loans
on
your
mind?
Here
are
some
tips
we
shared

with
the
Credit
Karma
[blog]:
http://spr.ly/6015w2Dt

142
WellsFargo
26/9:56am

Customers
impacted
by
the
floods
in
#Colorado
can
get

assistance
w/
recovery
at
Longmont
CO
1250
South
Hover

from
9
-‐7
M
-‐
F
&
9
-‐
2
Sat.

141

143
WellsFargo
27/6:55am

This
photo
looks
great!
Thanks
for
the
shout
out,

@HabitatConstMgr!

144
WellsFargo
27/8:00am

Need
to
pay
friends
back?
Settle
up
easily
w/
@WellsFargo

SurePay.
#GetBankingDone

http://spr.ly/6019wCGT

pic.twitter.com/3oR1cdO37d

145
WellsFargo
27/9:00am

It’s
1,679
steps
to
the
top
at
the
@YMCAStairClimb
in

#LosAngeles
today,
raising
money
for
@YMCALA.

http://spr.ly/6013w48v

146
WellsFargo
27/11:26am

Visiting
iconic
stadiums
is
a
#RoadTrip
must
for
sports
fans.

Which
ball
park
would
you
visit?
http://spr.ly/6014whwp

pic.twitter.com/oPQ3whtldZ

147
WellsFargo
27/12:10pm

RT
@JordinSparks
I
had
a
great
time
supporting

@WellsFargo
and
The
Kinsey
Collection.
Check
it
out

#KinseyUntold:
http://spr.ly/6019whcH

148
WellsFargo
27/2:00pm

5K
#LosAngeles
residents
climb
1,679
stairs
to
top
of
the

tallest
West
Coast
bldg
to
raise
money
for

@YMCASTairClimb
http://spr.ly/6017w48L

149
WellsFargo
27/2:30pm

.@WellsFargo
is
proud
to
sponsor
the
@ALMAawards

celebrating
#Latinos
in
Entertainment
–
tune
in
@msnbc

tonight
at
10pm
ET!
#ALMA13
#CSR

150
WellsFargo
27/3:30pm

Join
us
in
celebrating
#Latino
entertainers
–
tune
in
to

@ALMAawards
on
@msnbc
tonight
at
10pm
ET!
#ALMA13

#CSR

151
WellsFargo
30/9:00am

.@WellsFargo
is
celebrating
#Hispanic
Heritage
Month
by

supporting
financial
education
programs
-‐
learn
more:

http://spr.ly/6018wh36

152
WellsFargo
30/10:00am

Inspired
to
sleep
under
the
stars?
Enter
for
a
chance
to

#win:
http://spr.ly/6018wdKE

No
purchase
necessary

pic.twitter.com/13TMQbSXJF

153
WellsFargo
30/2:22pm

#WFeconomics:
Data
Continues
to
Support
Modest
Growth

in
Q3
[Read]
http://spr.ly/6015b8Lx

142

154
WellsFargo
30/4:03pm

The
@NAWBONational
#WBC2013
begins
Wednesday
in

#Miami.
Who’s
headed
to
the
conference
this
year?

http://spr.ly/6018bD6o

3.2
Public
Relations
Approaches

Tweet

#
Sales
Marketing

How

to-‐
posts
CSR

Thought

Leadership

Custom
er

Service

Current

Affairs/

Pop

culture
RT
by
bank

2

x

3

x

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x

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3.3
Engagement

Tweet

#
#RT
#Favorites
#Comments
#Negative
#Positive
#Neutral
#Unrelated

2
1

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1

1

1

130
105
43
7
2

5

131
3

132
1

133
3

1

1

134
20
23
14
10
4

135
2
2
1

1

136

1
2

2

137
2
2

138
1
2

139
1
1

140
6
7
2

1
1

141
1
1

142
5
1

143

144
11
15
10
9
1

4

145
5

146
1

1

1

147

148
1
1

149
3
1

150

1

151
3
1

151

152
2
1

153
2

154
5
1
3

3

3.4
Media
Included
and
Particularities

Tweet

#
Video
Photo

In-‐depth

analysis
Particularities

2

3

4
x

5
x

6

7
x

8

x
x

Very
high
engagement;
high
#
of
RT
shows

funny
memes
and
unrelated
posts
resonate

with
young
audience

9