Eureka! Institutional Repository

In this paper we present insights on the current state of the social media uptake by the banking industry in the South-East Europe (SEE). We conducted a web-based study to identify the scope of activities by retail banks in the SEE across some of the most popular social media platforms: Facebook, Twitter, YouTube and LinkedIn. We focus on the SEE region because of the noted efforts by its banking industry to adopt more customer-centric approaches to marketing. Our findings suggest that banks in the SEE are by large experimenting with the social media presence. Subsidiaries of large European banks are the leaders in terms of the multi-channel presence, followers and content, but notable examples are also emerging by local banks. Banks in the SEE are particularly active on Facebook, and demonstrate creative solutions for engaging audiences with their pages.