A report from Corporate Insight released Wednesday found that not only are financial services firms using Facebook and Twitter, but they are maintaining multiple profiles on those networks.
Twitter is the preferred social network; the study found 45% of firms had two or more profiles on Twitter while 38% had two or more profiles on Facebook. The primary account typically features general information and news about a company, while additional accounts provide more targeted information or are used to personally interact with followers.
“By using multiple Facebook pages and Twitter profiles, firms can offer content to their fans and followers that is better suited to their needs or interests,” Alan Maginn, senior analyst at Corporate Insight, said in a statement. “This can increase the impact of a firm’s communication and improve relationships with core constituencies.”
Secondary profiles also provide an avenue for recruiting at firms like Ameriprise, KeyBank and Scottrade, Corporate Insight found, which use their Facebook pages to post information about internships and career opportunities. Other uses for secondary profiles include promoting specific products and services, and highlighting charity or social campaigns.
Some firms have turned to Twitter as a helpdesk, using the site as a customer service channel. Bank of America and Wells Fargo were among the first to use Twitter this way.