Ash Nallawalla's blog

Community management pays off for Big Four banks

Ash Nallawalla

26 August 2011


While browsing through my Tweetdeck, I couldn’t help noticing the @NAB search column nearly full of praise from customers and retweeters. Disclosure: I consulted to this division of NAB (i.e. Direct Banking, which includes social media management) until a few months ago and I am still consulting to UBank at a different location.

Bank Twitter stats
Recent Twitter activity from the Big Four banks. (click to enlarge)

happy nab tweetsWith that out of the way, it is always refreshing to see positive tweets and not just customers venting at companies. Some banks are still not fully on board with social media, but the Big Four have made a start (some better than others). Tweets are amplified by retweets; the number of followers of a retweeter increases the visibility of positive (and negative) tweets. Some people have one or more followers who have a huge audience – this is the case with one of the people on the right. 🙂

In reality, the past 3-4 days saw network problems for several banks and there was the expected reaction from customers.

Some months ago, iGo2 blogged Which #Australian Bank has the greatest Voice on Twitter? Back then, ANZ Bank was not active on Twitter. Times change: ANZ Bank launched their Twitter account @anz_au on 4 July this year and it is getting active.

Westpac had an outage earlier this week, so their Twitter account @westpac has endured a bit of angst similar to the kind seen by the other banks from time to time when their systems go down.

CommBank tweets from @netbank, but a lot of people are still directing their tweets to @commbank. @NetBank is on the ball and replies to them, but I wonder if those customers realise that the response is from a different account.

happy with @anz_auDitto all the poor souls typing to @anz (owned by some individual in Japan), but @anz_au is also on the ball and replies promptly. When something breaks, a customer is going to guess the business’ Twitter handle and let the fingers do the rest.

It’s a sobering reminder for businesses to grab their brand name when any new social network opens. offers a handy solution for that need.



Ash Nallawalla

Search strategist experienced in large, complex websites. Ash's Google+ profile

Related Posts

Integration between Social and SEO is great news for users.

Feel free to share...FacebookTwitterGoogle+RedditStumbleUponLinkedinemail In the old days companies would have different teams for their social and SEO work. SEO was just about getting found by users and the social team (if there even was a social team) would try and keep those people around. Now, inbound links from notable social media accounts (likes, shares, […]

Read More

Don’t let your social media contests get out of hand

Keith Nallawalla

30 December 2011


Feel free to share...FacebookTwitterGoogle+RedditStumbleUponLinkedinemailWhen recovering from an avalanche of bad media coverage like Qantas did after their October worker union strikes, perhaps you shouldn’t make a Twitter contest about what your dream experience with them would should be like. Qantas held a contest that asked its followers to tell them What is your dream luxury […]

Read More

Older Posts