After a bumpy start thanks to regulation issues, financial services firms across the industry have set up camp on social media. According to data released in October 2014 by Shareablee, nearly three-quarters (72%) of US financial services brands tracked on the social analytics company’s platform had a social network presence.
Banks were the most active on social, with 88% having a Facebook, Google+, Instagram and/or Twitter page, followed by insurance, at 83%. Just under three-quarters (73%) of loan companies tracked were on social, and over six in 10 payment services (62%) and investment products and services (61%) brands were, too.
In terms of engagement, the insurance social audience proved to be the most active. Shareablee found that 47% of interactions with financial services social network pages between January and October 2014 were with sites of companies in the insurance sector. Investment products saw 22% of total actions, followed by banking (17%) and payment services (13%). Meanwhile, engagement with loan brands was basically nonexistent. Read the rest at eMarketer.