Banks and Social Networks Marketing: A Content Analysis

This paper aims at comparing the banks’ activities in the social networks using the content analysis method. In this study, 54 profiles for 14 external and internal banks in 4 popular social networks are analyzed. The banks are chosen using the purposive sampling method. Results show that most banks use missions/goals on their social page to explain the bank information. They use the augmented product to present the product information. They use the company image to explain corporate identity. They use meetings and conferences to present bank events. They use music style for their videos. They use lifestyle pictures for their photos. They use information support for customer support. They use intimate/ interactive/ harmonious/ poetic style for their slogan and use their campaign albums for their albums. They also use sport and environmental issues to explain their corporate social responsibility. Moreover, they use services as the bank’s marketing messages. They use news announcements to release information. Furthermore, they use social responsibility and public consultation for socialization and finally, they use public partnerships for interactive customer engagement.