Major Australian banks are not aggressively promoting their presence on the largest social networking website Facebook and could be missing out on marketing opportunities, according to a report released by Online Circle.
According to the March 2012 Australian Facebook Performance Report, the most dominant players on the social networking front are Commonwealth Bank, Citibank Australia and Bank of Melbourne, who are responsible for 80 per cent of all social interactions within the financial services industry.
While these three institutions have also had the largest fan growth through March, ANZ has opted out of Facebook completely.
"ANZ Bank continues to be conspicuous by [its] absence, but with the exception of the Commonwealth Bank, other major banks are not aggressively promoting their Facebook presence to build up fan volume for marketing, connection and engagement purposes," the report said.
This is a surprising result, given the marketing opportunities available on the social network, the report added.
