Brand barometer: Social media performance of Santander

A look at the performance of Santander in social media over the past four months


March
Santander began relying on golfer Rory McIlroy to attract customers to its cash ISA account, pledging to pay customers an extra 0.1% if he wins a major in 2012.

April
Banco Santander chief executive Alfredo Saenz dismissed as 'nonsense' JP Morgan's prediction of a surge in Spanish mortgage arrears, catapulting Santander onto influential news sites globally.

May
Spain's financial crisis had a negative impact on Santander's SMR score over May and June, as users questioned the bank's stability. Forum users in particular questioned whether it is the next bank in line for mass withdrawals.

June
Competitions appeared offering tickets to the Santander British Grand Prix, although very little appeared on any of the bank's own social presences, besides the @SantanderGP account. The banking crisis continued to take its toll on the score.

Santander achieved a high reach score, but at the cost of a low level of satisfaction. Although it has a history of strong campaigns, a real element of social involvement has been missing. Its Twitter account frequently engages users, but Santander's Facebook presence is weak.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral