Dynamic operation in the network is the basis for building an image for each company. There is no difference in the financial industry.
Which bank effectively runs its strategy?What kind of activity most often appears on official profiles and to which group of recipients it goes?Do users engage in discussions about published content?Is the Bank in constant contact with their clients?

In the short summary, below is an example of the analysis of social media activities on Facebook (data from Sotrender November - December 2017).

Each Facebook profile requires a group of recipients to receive a given post, shared visual material or invitation to the event. The leader was mBank, BZ WBK was right behind. The next places are occupied by ING Bank Śląski and BGŻ BNP Paribas. Most recently, mBank's and ING Bank Śląski's profiles have won the most fans.
The most active social media profile is again mBank followed by PKO BP and BZ WBK.

The average time of answering questions is different in each bank social media profile. The fastest responders are: Bank Zachodni WBK (9 th 17s), mBank (14. 1s) and ING Bank Śląski (20s 32s). Other banks achieved average results of the reaction above 1 hour.

User involvement counts

Each profile that is created on Facebook is created with a view to contact with the client. What counts in the proper functioning of the bank's fanpage is commitment. Entries should include a call to action, requests for sharing or proper tagging. 
MBank and Bank Zachodni WBK have the best results in the engagement ranking, distancing the competition.
 

Adjusting the post to expectations is the key to stimulating activity

The content of the post is crucial, if we want to be active on the part of the client. Facebook users respond best to photos, video materials, and bank customers additionally to links - registration, downloading the application or encouraging to participate in the competition.
The best brand posts are sending holiday wishes (PKO BP), and a technical break in the operation of the electronic system (BZ WBK). Games and competitions were proposed by ING Bank Śląski - the task was to arrange the puzzle. Photographs represent more than half of BZ WBK and BOŚ Bank posts.

Profiling and segmentation

On the basis of all activities of the discussion participants, it is possible to create segmentation of the group allowing for the diversification of marketing communication with individual groups. Both the number of active, engaged, interacting fans and the number of occasional, maintaining contacts with the bank count.

The largest number of discussions takes place in social media mBank, however, BZ WBK has 32% of active users. PKO BP 33% while ING - 25% and mBank only 20%. ING engages primarily through posts and comments. At mBank, comments constitute 1/3 of total engagement.

Activity rating

In the analyzed period (November - December 2017) mBank was the most effective marketing communication.

The factors of this success are the high number of fans on Facebook (similarly to the BZ WBK profile), the highest growth rate of the number of fans, the highest rate of user involvement.

BZ WBK, ING complete the podium. ING is characterized by a good dynamics of the growth of fans and a high level of communication adaptation to the expectations of target groups. The strength of BZ WBK is the profile size and high activity of users (similarly to the PKO BP profile).

Effect

On the day of publication of this article on January 29, 2018, mBank has almost 300K followers.The crowning achievement of mBank's efforts is taking over the leading position in marketing communication on Facebook from BZ WBK.the basis of this success is consistently implemented expressive communication strategy mBank on FB.

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