INFOGRAPHIC Twitter in Financial Services: 10M Twitter Followers, 2K Accounts Globally

Infographic Twitter Financial Services Worldwide March 2013

Twitter financial services. My Visible Banking Team now tracks 2,000+ twitter accounts (banking, insurance, investment…) globally: 10m twitter followers from 88 countries (31st March 2013).

Infographic Twitter Financial Services Worldwide March 2013Back in March 2009, my Visible Banking team started tracking twitter accounts and facebook pages from the worldwide financial services industry.  We are proud to be tracking now 2,040 twitter accounts in 88 countries (10 million twitter followers).

All those insights collected for the last 4 years, as well as the depth of our coverage both in terms of industries witin financial services –banking, insurance, investment, cards and payments– and countries, give us an unparalleled knowledge of twitter in financial services.

It enables us to help our clients benchmark themselves against their peers and their competitors, and design some best of breed social media engagement strategies from our best practices curated on twitter and facebook from large and small financial institutions based all over the world.


  • 10,757,216 twitter followers (aggregated total of followers, incl. potential duplicates)
  • 19,129 twitter followers needed to make our top 100 most followed twitter accounts
  • 2,040 twitter accounts from financial institutions
  • 88 countries represented, including Azerbaijan, Rwanda and Brunei
  • 95 twitter accounts dedicated to social customer care
  • 28 accounts have added over 100 new followers per day on average
  • 13 accounts have over 100,000 twitter followers
  • 10 accounts have tweeted over 100 tweets a day on average
  • 6x the top 100 accounts have tweeted 6 times more than the daily average
  • 5 accounts from American Express are in the top 100



Please find below our latest twitter infographic on the global financial services industry with data from 31st March 2013.

Infographic Twitter Financial Services Worldwide Benchmark 10m twitter Followers March 2013________________________________________________________________________________________

If it is easy to have a twitter presence, and create one or several twitter accounts, it is much more challenging to build trust and establish yourself as an authority and a source worth following on the popular microblogging service.  Twitter is saturated with a mix of inactive or spamming accounts (mostly fake, bots or ghosts) and the volume of noise and meaningless conversations has reached an all-time high.

To have a chance to achieve success on twitter, and in social media in general, you must:

  • Know Your Followers (KYF©): so you have a big twitter follower base? Good for you. Bear in mind that it is easy and cheap to buy tens of thousands of ‘real looking’ twitter followers nowadays.  Like with your facebook fans, you must aim to attract the right followers. The valuable ones: influencers, journalists, business partners, employees, prospects, customers.  Size is important, but it is not everything.

  • Tweet and engage with your audience on daily basis (SMO): having an account and pushing the occasional press release is not enough. Tweeting once a day a few tweets in a row with a poor syntax (hence virtually no reach) doesn’t work.  You must understand the popular social media channels like twitter or facebook, design and implement a smart twitter strategy based on quality content, engagement, response, and call to action.

I hope you enjoyed reading my article and you found our latest infographic on twitter in financial services insightful.  I encourage you to use this article to make your case internally and convince your Senior Management of the importance of twitter and social media and the tangible opportunity to out shine your competitors.

How do you think you compare with your peers in banking or insurance?  Do you feel your current twitter presence doesn’t generate enough activity?  How much do you know about your ‘communities’ on twitter and facebook?

We are keen to help you better understand and leverage social media within your financial institution.  Please send us an email if you would like to discuss an internal workshop, capabilities and coaching of your teams (social media team or customer service staff), social media strategy or if you are seeking guidance with implementation.

And as usual, I invite you to share your comments, your questions and your best practices on social media in financial services here or on twitter.

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Written by Christophe Langlois

Based in London, Christophe is an entertaining social media keynote speaker and a trusted advisor to the global financial services industry on the topics of social media, social business and digital innovation.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is 'Social Media Senior Managing Consultant' at IBM Interactive Experience. He's also a Digital Advisor at the Financial Services Forum and the Moller Centre (part of the Churchill College in Cambridge).

Christophe's views on are his own, not necessarily his employer's.

One Comment

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  1. Great article Christophe, and love the infographic! We at purechannelapps are a social media company too, and our own research suggests there are huge opportunities for financial services companies in social media. What we’ve found typically are two barriers to these types of organisations being fully engaged socially; compliance and reach.

    Having personally worked in Fortune 500 financial services companies for the past 7 or 8 years prior to joining here, I am incredibly aware that compliance for financial services organisations is effectively ‘non-negotiable’ (with this particular industry being heavily regulated in many international markets). Another challenge I certainly saw was that whilst follower counts could be in their thousands, often the followers of financial services organisations tended to be employees, or business partners, not the end user, or consumer (of course there are exceptions!).

    These issues don’t only apply to financial services either, and when creating our own platform socialondemand in 2011 we addressed many areas of concern for organisations looking to be more socially engaged. Amongst other things, our platform tackled compliance concerns, and the problem of limited reach by creating an authority and audit trail through our platform, and the ability for our platform to enable financial services organisations to post content to selected partners, to post on their behalf. For example, Insurer A could provide content through our system to Broker X, Y and Z. Brokers X, Y and Z can then post this content to their own social media networks, under their own profiles, immediately extending the reach of Insurer A’s original content. All content is authorised at each stage before moving on, closing the compliance loop…

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