Price comparison sites are proving to be better at engaging customers via social media than high street banks, with CompareTheMarket.com achieving the highest engagement scores thanks to its meerkat character.
Stickyeyes’ report, which also found that price comparison sites outperform banks in search visibility, attributes social scores out of 100 based on criteria such as the number of fans and followers, sentiment analysis, retweets and Facebook’s ‘talking about this’ metric.
It reveals that among the retail banks social media strategies remain a relatively underdeveloped channel, although First Direct is one of the most progressive operators.
It has integrated its main site with a range of social assets including blogs, a social newsroom, Facebook and Twitter accounts and community threads in order to engage directly with customers.
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by David Moth
24 September 2012 11:23am
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