Social Banking: Leveraging Social Media to Enhance Customer Engagement

Historically, the banking industry seeks to maintain a customer-focused relationship, but today’s customers are very different from those of even a decade ago. Customer expectations and their relationship with the bank have been changing rapidly over the past decade, since the onset of social media. As more people use social media platforms such as Facebook and Twitter, bank customers are increasingly expecting services via these platforms. This paper looks at how social media can help banks enhance customer engagement and provide new opportunities for growth.