Researchers also found that people were far more likely to tweet about ANZ, Westpac and Commonwealth Bank than they were about National Australia Bank, with NAB the topic of only 9 per cent of messages. If somebody knows you’re out there and you’re listening they are going to be a little less negative and that’s an important thing for the brand.”

http://www.amsrs.com.au Not surprisingly, tweets about banks were most often negative, but researchers found important differences around what kind of messages people put on Twitter depending who they were addressing the tweets to. The study, by Christine Walker of Alliance Strategic Research, analysed more than 5000 tweets between January and May this year. This was also an area where there were big differences between the banks, with 85 per cent of ANZ’s commentary negative compared to an average for the other banks of 71 per cent. Ms Walker also analysed swearing in the bank tweets and found that Commonwealth Bank copped the highest proportion of messages including bad language. Ms Walker said the research showed that people did self-moderate their tweets depending on whom they were talking to. The breakdown of negative, positive and neutral comments was similar for each bank. It will be presented today at the Australian Marketing and Social Research Society conference in Melbourne. The issue most commented on for all banks was service. After service, the most commented-on aspect of banks was social media followed by brand image, location of branches and bank personnel. Classification of the tweets into themes revealed some hot spots for customers. Internet banking and bank websites were the subject of a lot of negative comments with typical complaints including running slow, login not working, site down and balances not shown. A study of five months’ worth of tweets about Australia’s big four banks has found that people dislike all banks about the same, but find different reasons to be fed up with each one. People were more strongly negative and more likely to swear in their banking tweets, if the message was not addressed to anyone specific. Ms Walker said there was a clear benefit in banks being on Twitter, in terms of managing the word-of-mouth about their brand and ensuring that comments were less negative. “It’s important that you [the banks] are in the conversation. She said at the time of the study, Westpac was the only bank actively engaging with people on Twitter and responding to comments.