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Article: CASE STUDY: BofA: Best Bank On Twitter; It may not scale, but BofA is making great use of Twitter for customer service.(Cover Story/Social Media)
- Article from:
- Bank Technology News
- Article date:
- May 1, 2009
CopyrightCOPYRIGHT 2009 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Rebecca Sausner
The best bank on Twitter these days has to be Bank of America, which has parked its Twitter strategy not in the realm of Web 2.0 or social networking strategy but with Holly Hastings, the national customer experience executive for BofA. Viewing Twitter as a customer service channel, and putting an actual employee - David Knapp, complete with his picture as opposed to the bank logo - is counter-intuitive, but genius as it leverages both Twitter's one-to-many and one-to-one capabilities. Knapp now has about 1,630 followers, and as mid-April had posted more than 700 responses since the bank went live on Twitter in January.
"The ...