As a finance professional, you’re unlikely to while away your day on Twitter – banks’ firewalls will prevent this for a start – but if you can spend some time there it’s worth it.
An increasing number of traders and bankers are starting accounts, usually anonymously and often accessed through their smart phones, so it’s a good way to find out about market intelligence and to meet your peers.
But what about the banks themselves? Predictably, many were late to the game and – at first – most Twitter accounts were stolid devices for pumping out corporate messages. Forays into more inactive Tweets have not gone well – a Twitter Q&A organised by J.P. Morgan in 2013 resulted in a tirade of abuse. Has this changed?
Well, according to social media analytics firm, Klout, large investment banks are big influencers on Twitter. They have hundreds of thousands of followers and are viewed as ‘experts’ on issues as diverse as careers or dance. Banks’ Twitter accounts still primarily toe the corporate line, however, even if there’s evidence that it’s becoming a more interactive and important tool. These are the best banks on Twitter now.
1. Goldman Sachs
Influence score: 90
Areas of ‘expertise’: Asset Management, Banking, Business News, Brazil
Followers: 481k
Evidence of social savviness:
Congratulating Kylie:
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2. Bank of America
Influence score: 89
Areas of ‘expertise’: Aaliyah, Atlanta, Banking, Business, Dance
Followers: 434k
Evidence of social savviness:
Retweeting something mentioning Vice:
=3. Morgan Stanley
Influence score: 87
Areas of ‘expertise’: Asset Management, Banking, Business, China, Citigroup)
Followers: 296k
Highlighting genuinely interesting employees:
=3. Deutsche Bank
Influence score: 87
Areas of ‘expertise’: Banking, Business, Economics, China, Europe, Forex)
Followers: 428k
Evidence of social savviness:
Using Twitter for brainteasers:
=3. Credit Suisse
Influence score: 87
Areas of ‘expertise’: Asset Management, Banking, Business, Financial Services
Followers: 194k
Evidence of social savviness:
Hashtagging fintech, the secret to a Twitter buzz…
6. UBS
Influence score: 86
Areas of ‘expertise’: Asset management, Banking, Careers
Followers: 192k
Evidence of social savviness:
Following only nine people, and shouting out to influencers (who are admittedly on the payroll):
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7. Royal Bank of Scotland
Influence score: 80
Areas of ‘expertise’: Banking, business, Careers, Debt, Economics
Followers: 36.5k
Evidence of social savviness:
RBS uses Twitter largely for self-promotion, but has retweeted some worthy causes:
8. Société Générale
Influence score: 78
Areas of ‘expertise’: Asset Management, Banking, Finance, Entrepreneurship
Followers: 32.3k
Evidence of social savviness:
Amusing photos of early French rugby players:
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9. Citi
Influence score: 74
Areas of ‘expertise’: Banking, China, Credit cards, Davos
Followers: 800k
Evidence of social savviness:
Keeping the Citi choir going long after the BBC cameras have gone:
10. J.P. Morgan
Influence score: 70
Areas of ‘expertise’: Accounting, Banking, Careers
Followers: 234k
Evidence of social savviness:
Useful career advice consistently rolled out:
11. Barclays
Influence score: 67
Areas of expertise: Accounting, Africa, Analytics, Apps, Banking, Business
Followers: 158k
Evidence of social savviness:
Not much. Barclays’ Twitter account is not overly active and is entirely company business related.
12. Royal Bank of Canada
Influence score: 64
Areas of ‘expertise’: Accounting, Alberta, Banking, British Columbia, Business, Calgary
Followers: 75.9k
Evidence of social savviness:
SELFIE ALERT:
13. BNP Paribas
Influence score: 36
Followers: 47.1k
Evidence of social savviness:
Oscar Gif!:
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