A study into how Australian banks use social media

Seendahera, V, Warren, M and Leitch, S 2011, 'A study into how Australian banks use social media', in G. Gable and L. Huang (ed.) Proceedings of 15th Pacific Asia Conference on Information Systems 2011, PACIS 2011, Brisbane, Australia, 7 - 11 July 2011, pp. 1-12.


Document type: Conference Paper
Collection: Conference Papers

Title A study into how Australian banks use social media
Author(s) Seendahera, V
Warren, M
Leitch, S
Year 2011
Conference name 15th Pacific Asia Conference on Information Systems 2011
Conference location Brisbane, Australia
Conference dates 7 - 11 July 2011
Proceedings title Proceedings of 15th Pacific Asia Conference on Information Systems 2011, PACIS 2011
Editor(s) G. Gable and L. Huang
Publisher Queensland University of Technology
Place of publication Brisbane, Australia
Start page 1
End page 12
Total pages 12
Abstract Social Media is a term commonly used to describe a group of individual web based services that have grown beyond the provisioning of the capability to connect, network or blog. The popular social networking services have evolved into a `platform' by incorporating a multitude of functionalities through an array of applications to attract millions of users. This has created a favourable environment for businesses to exploit the benefit of having access to millions of social media users by using it as a business support tool. Studies indicate that social media services are being used by businesses for engaging with the general public, enhancing customer interaction, and for crisis communications. Whilst there are many businesses who have adopted social media, others have either rejected the idea or are still unsure about how to proceed. This paper analyses the functionality of selected social media services in order to explore how Australian banks use such services strategically. It reports findings from a longitudinal study of Australian bank use of four popular social media services: Facebook, MySpace, Twitter, and YouTube.
Keyword(s) Social Media
Social Media Services
Australian Banks
Twitter
Facebook
MySpace
and YouTube.
Copyright notice © 2011 PACIS
ISBN 9781864356441
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