1.
January 1st – June 30th, 2017
American Banks
Social Media Report

2.
Table of Contents
• Industry Insights
• Leaderboard
• Share of Voice Snapshot
• Audience Size
• Facebook Posts vs. Engagement
• Tweets vs. Engagement
• Instagram Posts vs. Engagement
• LinkedIn Posts vs. Engagement
• Likes and Comments
• Facebook – Reach and Impressions
• Facebook – Organic and Promoted Posts
• Facebook and Twitter Campaigns
• Instagram Hashtags
• Timing Analysis
• Customer Service (Reply Time and Response Rate)
• Most Engaging Content
• Key Takeaways
Brands analyzed in this report include: Bank of America, Bank of the West, BB&T, BBVA Compass, BMO Harris Bank,
Capital One, Chase, Citibank, Citizens Bank, Comerica Bank, Fifth Third Bank, Huntington Bank, Key Bank, M&T Bank,
PNC, Regions Bank, Santander Bank, SunTrust, TD Bank, U.S. Bank, Umpqua Bank, Union Bank, Wells Fargo.

3.
Industry Insights
• With a growth rate of 28%, BB&T enjoyed the highest Fan Growth Rate among the brands analyzed on
Facebook.
• Taking just 43 mins 55 secs on average, TD Bank replies the fastest to Customers' Tweets.
• BBVA Compass published the most number of Posts (229) on Instagram.
• The average length of a YouTube video by a bank is 2 mins 15 secs.
• TD Bank had the highest number of updates (340) on LinkedIn.

4.
Leaderboard
Network
Highest Audience Size
Capital One
(4,272,248)
Citibank
(893,520)
Chase
(37,456)
Citibank
(1,276,377)
Highest Growth
BB&T
(28.08%)
BB&T
(16.23%)
Chase
(31.52%)
Santander Bank
(20.23%)
Highest Engagement
BB&T
(827)
PNC
(895)
Citizens Bank
(887)
Citizens Bank
(448)

5.
Share Of Voice Snapshot
Network
Most Number of Posts
BBVA Compass
(355)
Bank of the West
(761)
BBVA Compass
(228)
TD Bank
(346)
Most Number of Likes
Capital One
(288,749)
Citibank
(91,782)
Bank of America
(13,129)
Citibank
(33,429)
Most Number of
Comments
Bank of America
(13,778)
Capital One
(2,408)
Wells Fargo
(825)
Citibank
(511)

6.
0.00M 1.00M 2.00M 3.00M 4.00M 5.00M
Citibank
Bank of America
Chase
Wells Fargo
Capital One
TD Bank
U.S. Bank
Regions Bank
Huntington Bank
PNC
Linkedin Instagram Twitter Facebook
Audience Size
Capital One had the largest audience size on Facebook (4,272,248) and Citibank had the most number of
followers on Twitter (893,520) and LinkedIn (1,276,377). Chase had the largest audience on Instagram (37,456).

7.
0 100 200 300 400 500 600 700 800 900
BB&T
BMO Harris Bank
U.S. Bank
Citizens Bank
Fifth Third Bank
Santander Bank
Bank of the West
Key Bank
Umpqua Bank
Regions Bank
Number of Facebook Posts Engagement
Facebook Posts vs. Engagement
BB&T had the highest engagement (827 out of 1,000) and published 94 Posts. Their most engaging Posts
revolved around holidays like New Year’s, St. Patrick’s Day, and the Fourth of July.

8.
0 100 200 300 400 500 600 700 800
Fifth Third Bank
Capital One
Citizens Bank
Comerica Bank
SunTrust
Key Bank
Huntington Bank
U.S. Bank
Regions Bank
Number of Tweets Engagement
Tweets vs. Engagement
Fifth Third Bank published 134 Tweets and received an engagement of 753. The most engaging Tweet was
on the brand’s sponsorship of Ricky Stenhouse Jr. in the NASCAR Cup Series.

9.
0 100 200 300 400 500 600 700 800 900 1,000
Citizens Bank
BMO Harris Bank
Wells Fargo
TD Bank
U.S. Bank
Citibank
Capital One
Chase
BBVA Compass
Bank of America
Number of Instagram Posts Engagement
Instagram Posts vs. Engagement
Citizens Bank published 39 Posts and received an engagement of 887 out of 1,000 on Instagram.
The bank’s most engaging Post featured their baseball park situated in Philadelphia.

10.
0 50 100 150 200 250 300 350 400 450 500
Citizens Bank
Key Bank
BB&T
Fifth Third Bank
SunTrust
PNC
U.S. Bank
Capital One
Regions Bank
Chase
Number of LinkedIn Posts Engagement
LinkedIn Posts vs. Engagement
Citizens Bank, which published the least number of updates (4) had the highest engagement (448) on
LinkedIn. The most engaging Post was on the bank’s ground-breaking corporate campus in Johnston,
Rhode Island.

11.
Total Likes
Capital One had the most number of likes on Facebook (288,749). Citibank received the most number of
likes on Twitter (91,782) and LinkedIn (33,429). Bank of America had the most number of likes on
Instagram (13,129).
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000
Bank of America
Chase
Citibank
Wells Fargo
BBVA Compass
Capital One
TD Bank
U.S. Bank
BB&T
Citizens Bank
LinkedIn Instagram Twitter Facebook

12.
Total Comments
Bank of America had the most number of comments on Facebook (13,778). Capital One received the most
number of comments on Twitter. Wells Fargo had the highest number of comments on Instagram (825) while
Citibank raked in the most number of comments on LinkedIn (511).
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Citibank
Wells Fargo
Bank of America
U.S. Bank
Fifth Third Bank
BB&T
Regions Bank
Chase
Capital One
Citizens Bank
LinkedIn Instagram Twitter Facebook

13.
Facebook – Estimated Reach and Impressions
Capital One had the highest estimated Reach and Impressions (15,763,755 and 26,156,710 respectively).
0.00M 5.00M 10.00M 15.00M 20.00M 25.00M 30.00M
Capital One
Bank of America
Citibank US
U.S. Bank
Fifth Third Bank
BB&T
Citizens Bank
Regions Bank
Chase
Santander Bank US
Estimated Reach Estimated Impressions

14.
Facebook – Organic and Promoted Posts
Fifth Third Bank had the most number of Promoted Posts (77) while BBVA Compass had the most number of
Organic Posts (323).
0 50 100 150 200 250 300 350
Fifth Third Bank
Citibank US
BB&T
Capital One
Regions Bank
Bank of the West
U.S. Bank
BBVA Compass
Bank of America
Comerica Bank
Number of Organic Posts Number of Promoted Posts

15.
Facebook Campaigns
Bank of America’s “#MLBmemorybank” campaign generated the most engagement (804) and had only 4
Posts. The campaign invited fans to share and celebrate their MLB memories.
0 200 400 600 800 1,000
#MLBmemorybank (Bank of America)
#BBTBallpark (BB&T)
#JamFest 2017 (Capital One)
It's time to refinance student loans (Citizens Bank)
#onUpMoment (SunTrust)
#PNCGrowUpGreat (PNC)
#53Babies (Fifth Third Bank)
#JoanneTour (Citibank US)
#Togetherisbeautiful (Wells Fargo)
#TDFBBT (TD)
Number of Facebook Posts Engagement

16.
Twitter Campaigns
Capital One’s “#SnackHoodieSweepstakes2017” brought in the highest engagement (926) even though the
brand used it only once. The brand launched a contest inviting their followers to tweet using the hashtag
#SnackHoodie in order to win a ‘Snack Hoodie’.
0 100 200 300 400 500 600 700 800 900 1,000
#SnackHoodie Sweepstakes 2017 (@CapitalOne)
#BravesAreBack (@SunTrust)
#StandWithUs (@fifththird)
#SecureYourself (@PNCBank)
#MLKDay 2017 (@citizensbank)
#CityAccelerator (@Citi)
#CarryTheLoad (@Chase)
#pickuphope (@bankofamerica)
#SpecialOlympics (@TDBank_US)
#DailyChangeApp (@WellsFargo)
Number of Tweets Engagement

17.
Instagram Hashtags
BBVA Compass posted the most using their hashtag #bbvacompass (193) while Santander Bank used their
#prosperandthrive hashtag 16 times.
0 50 100 150 200 250
bbvacompass (BBVA Compass)
bank (TD)
citivolunteers (Citi)
bettermoneyhabits (Bank Of America)
prosperandthrive (Santander Bank)
Number of Posts

18.
Most Engaging Day of the Week Snapshot
Network
Bank of America Monday Friday Tuesday
Bank of the West Wednesday Sunday Thursday
BB&T Sunday Monday Monday
BBVA Compass Tuesday Thursday Wednesday
BMO Harris Bank Sunday Saturday Friday
Capital One Saturday Saturday Thursday
Chase Tuesday Tuesday Wednesday
Citibank Tuesday Saturday Sunday

19.
Most Engaging Day of the Week Snapshot
Network
Citizens Bank Saturday Thursday Wednesday
Comerica Bank Sunday Saturday Wednesday
Fifth Third Bank Thursday Friday Tuesday
Huntington Bank Saturday Friday Thursday
Key Bank Tuesday Wednesday Friday
M&T Bank Monday Friday Friday
PNC Thursday Monday Wednesday
Regions Bank Saturday Wednesday Wednesday

20.
Most Engaging Time of the Day Snapshot
Network
Bank of America 9 PM-10 PM 3 PM-6 PM 5 PM-6 PM
Bank of the West 12 PM-1 PM 6 PM-9 PM 12 AM-1 AM
BB&T 12 AM-1 AM 6 AM-9 AM 5 PM-6 PM
BBVA Compass 12 AM-1 AM 3 AM-6 AM 12 AM-1 AM
BMO Harris Bank 5 PM-6 PM 3 PM-6 PM 12 AM-1 AM
Capital One 9 PM-10 PM 9 PM-12 AM 12 AM-1 AM
Chase 9 PM-10 PM 3 PM-6 PM 12 AM-1 AM
Citibank 3 PM-4 PM 9 AM-12 PM 12 AM-1 AM

21.
Most Engaging Time of the Day Snapshot
Network
Citizens Bank 8 PM-9 PM 6 AM-9 AM 12 AM-1 AM
Comerica Bank 9 PM-10 PM 12 PM-3 PM 12 AM-1 AM
Fifth Third Bank 11 AM-12 PM 6 AM-9 AM 12 AM-1 AM
Huntington Bank 5 PM-6 PM 6 PM-9 PM 12 AM-1 AM
Key Bank 1 PM-2 PM 3 PM-6 PM 12 AM-1 AM
M&T Bank 11 AM-12 PM 12 PM-3 PM 12 AM-1 AM
PNC 9 AM-10 AM 12 PM-3 PM 12 AM-1 AM
Regions Bank 10 AM-11 AM 12 PM-3 PM 12 AM-1 AM

22.
Customer Service – Reply Time (inminutes)
TD had the fastest reply time on both Facebook (52 minutes) and Twitter (43 minutes).
0 500 1,000 1,500 2,000
TD Bank
BMO Harris Bank
M&T Bank
Chase
Citizens Bank
Huntington Bank
Bank of the West
BB&T
Umpqua Bank
Regions Bank
Reply Time on Twitter Reply Time on Facebook

23.
Customer Service – Response Rate
Wells Fargo had the best response rate on Facebook (93%). Umpqua Bank and Regions Bank responded to
the most user Tweets as a percentage (58%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Wells Fargo
Regions Bank
Fifth Third Bank
BMO Harris Bank
TD Bank
U.S. Bank
Santander Bank
BB&T
Umpqua Bank
Union Bank
Response Rate on Twitter Response Rate on Facebook

24.
Most Engaging Facebook Posts
Key Bank
Click here for Key Bank’s Post
For the fourth consecutive year, KeyBank is
recognized by Points of Light as one of the
50 most comm..
ENGMT. LIKES COMMENTS SHARES
1,000 6,487 99 283
Citizens Bank
Click here for Citizens Bank’s Post
3, 2, 1… Welcome Home!
Watch as Retired Staff Sergeant Shawn
Jones sees his home for the first tim..
BBVA Compass
Click here for BBVA Compass’ Post
Despite what others said, you stayed true
to who you are. You took a risk and seized
an opportunity...
ENGMT. LIKES COMMENTS SHARES
1,000 6,046 206 522
ENGMT. LIKES COMMENTS SHARES
1,000 5,572 398 564

25.
Vote now! You could be entered to win
$100 while helping someone win
$25,000 to make their dreams c..
Click here for Citizens Bank’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 675 47 138
Most Engaging Tweets
We believe everyone deserves to live a
Fifth Third better. We proudly stand
with the LGBT community..
RT for a chance to win four tickets to see
@ElvisCostello at @SummerStage on
6/15! #contest https:/..
Click here for Fifth Third Bank’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 6,126 314 870
Click here for Capital One’s Tweet
ENGMT. FAV. REPLIES RETWEETS
1,000 469 24 1,093
Citizens Bank Fifth Third Bank Capital One

26.
Wells Fargo has celebrated its history with
museums free and open to public
since the 1920s. San Fr..
Click here for Wells Fargo’s Post
ENGMT. LIKES COMMENTS FILTER
781 349 223 Normal
Most Engaging Instagram Posts
#Citi Center is the 1st building on Paulista
avenue, in Sao Paulo, Brazil & for Citi
in Latin Ameri..
Click here for Chase’s Post
ENGMT. LIKES COMMENTS FILTER
688 934 94 Normal
Click here for Citibank’s Post
ENGMT. LIKES COMMENTS FILTER
603 457 21 Normal
Wells Fargo Chase Citibank
Are you #TeamStephen or #TeamSerena
for the Battle of the Paddle? Two
great athletes. One epic matc..

27.
We are excited to announce Patrick Jancsy
as the new Director of Citizens
Private Wealth Advisor Gr..
Click here for Citizens Bank’s Post
ENGMT. LIKES COMMENTS
915 225 39
Most Engaging LinkedIn Posts
Our President and COO Andy Cecere
(pictured) will succeed Richard Davis
as CEO on April 18, 2017. D..
Click here for U.S Bank’s Post
ENGMT. LIKES COMMENTS
913 1,110 19
Click here for U.S Bank’s Post
ENGMT. LIKES COMMENTS
832 948 23
Citizens Bank U.S. Bank U.S. Bank
Congratulations to our new CEO and
longtime U.S. Banker Andy Cecere.

28.
Key Takeaways
• American banking brands received the best engagement on Facebook. This was 1.7x better than their
engagement on Twitter, 1.5x more than Instagram and 6x more than on LinkedIn.
• Banking brands promoted 29% of their Facebook Posts in the given time period.
• On Facebook, brands received the best engagement on Posts that centered around holidays and
occasions.
• On Twitter, Tweets centered around sports and contests received the best engagement.

29.
Thank You
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