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Ovum: banks shun the social web

Investigation firm Ovum among 150 banks worldwide we learns that 60% of them have no strategy of using social media for any purpose whatsoever.

In contrast, a small minority (6%) already use them to answer questions from their clients, with little prospects for growth in the short term. The adoption by the marketing departments is slightly higher at 14% (and 12% more planning to such use by the end of 2012). In addition, institutions that have taken the plunge are always looking for better approaches and strategies are not yet firmly established.

The study is still some "good students " as Citi and Wells Fargo in the United States, First Direct in the United Kingdom, Rabobank in the Netherlands. We could add some interesting examples in France (Credit Agricole, BNP Paribas). But watching the situation closely, he must face the obvious: the banks of the hexagon are probably in the middle of international statistics ...

While confidence in financial institutions struggling to meet, it is surprising that they do not seek to be more closer to their customers and open a "dialogue" to improve their image. Obviously banks do not always measure, mostly, the value of social networks for their profession. However, all studies show that their customers expect more commitment from them (even for commercial communication). Again, the most advanced are likely to take a decisive advantage over the more timid ...