This document summarizes a social media audit of the top 5 banks in South Africa on Facebook from September 9th to October 9th 2013. It finds that FNB has the most Facebook fans at 3.9% of South African Facebook users, while Capitec has the fewest at 0.6%. Though FNB has the highest total people talking about it, ABSA has the highest engagement rate with its fans at 2.8%. The audit also finds that Johannesburg has the most bank fans on Facebook and that people aged 25-34 are the most common demographic for bank pages.

1. Social Media Audit Industry
Report - Banks

2. Introduction
• This is a Social Media audit of the Top 5 Banks in
South Africa.
• The time frame of the data analysed is from the
9th September – 9th October 2013.
• The Social Media Channel analysed for the audit
is Facebook.
• The data source for the report is all from the
Facebook Likes and People talking about this tab.
• The metrics that were analysed for this report are
Fans and Engagement.

3. Standard Bank

4. Standard Bank

5. Standard Bank
Standard Bank reached peak performance on the 18th September
because of the Ultimate Braai master content.
Peak Performance

6. Nedbank

7. Nedbank

8. Nedbank
Nedbank reached peak performance on the 6th October because
of the ‘Zahara – Phendula Tour content.’
Peak Performance

9. Capitec Bank

10. Capitec Bank

11. Capitec Bank
Capitec reached peak performance on the 26th September
because of the Release of the Capitec App.
Peak Performance

12. ABSA

13. ABSA

14. ABSA
ABSA reached peak performance on the 9th September because of
the ABSA Currie Cup .
Peak Performance

15. FNB

16. FNB

17. FNB
FNB reached peak performance on the 19th September because of
the ‘Did you know’: Street Art Fact update.
Peak Performance

18. Fans

19. Fans

20. Fans
Insights
• FNB is the bank with most
Fans on Facebook.
• 84% of FNB fans are South
African.
• 86% of ABSA fans are South
African
• 88% of Capitec Fans are
South African.
• 86% of Standard bank fans
are South African
• 90% of Nedbank Fans are
South African

21. Fans
Insights
There are 9.6 million South African Facebook users
This graph illustrates the % of South African Facebook users who are
fans of the banks
4.5
4
3.9
3.5
%
3
2.5
2
1.3
1.5
0.8
1
0.6
0.5
0
FNB
Absa
Capitec
Banks
Standard Bank

22. Engagement

23. Engagement Rate

24. Engagement
• FNB has the highest “People
talking about this” score.
• FNB only engages with 1.9%
of their Fans.
• ABSA has the 2nd Highest
“People talking about this
score”.
• ABSA engages with 2.8% of
their Fans.
• ABSA has the highest
engagement rate.

25. Insights
• Johannesburg is the most popular city in the
Banking industry on Facebook.
• People aged 25 – 34 are the most popular
demographic in the Banking industry on
Facebook.
• On average a bank in South Africa engages
with 1.7% of its Fans.
• Most Banks use Facebook as a promotional
tool and for customer service.

26. END