Banks on twitter

Abstract

This paper aims to understand the structure and the dynamics of customer interactions with banks by social media. We use those interactions as a proxy to develop a social media strategy with visual analytics tools. Thus, this paper presents a visual analytics evaluation for some Colombian banks to identify the customer sensation about services and products through social media and their temporal interactions. Our approach detects those visual analytics allowed banks to understand the brand situation, products, services, and the implementation of social media strategies on a temporal small-scale. Findings provide advances in the real effects of Colombian banks' social media strategy and the low yields for investment in brand building strategy. We concluded that banks need to implement a social media strategy under the data-driven concept, where the added value will be customer acquisition and retention.