Social Media for Marketing: Chase

Chase Bank and Social Media

As I am sure you all know, Chase does a lot of marketing through television advertisements, radio commercials, and newspaper ads to conduct most of their marketing.  I have also seen small advertisement boards on the streets in Chicago for their Chase Mobile App. But it seems they only use Twitter for their news (@ChaseNews) and small business ad campaigns (@ChaseSmallBiz) to elicit business from this particular market.  The @ChaseNews Twitter handle also contains a link to Customer Support (@ChaseSupport) where they have 2 customer service employees tweeting and ready to respond to customer inquiries and complaints.  

So I checked out their Twitter handles to see what has been happening recently.  After reviewing a few of the articles under the @ChaseNews handle, I was not impressed because it was simply repeating any news items that have been posted or in print about the company.  Then I checked out the @ChaseSupport handle.  The customer service representatives are tweeting daily to let everyone know they are there, they are going home, how long they’ll be gone and sending best wishes for happy holidays and having nice weekends.  They are putting forth the effort and are occasionally being re-tweeted.  Other than the occasional tweets about applications being unavailable, specifically Chase Online and Mobile Banking, there doesn’t seem to be too much going on there.

The @ChaseSmallBiz handle provides some interesting information about the small business clients of the bank and some links to interesting information that could be helpful to those running small businesses.  This particular handle is one I might follow when starting a new business.  I believe there is a lot of helpful information and links from this Twitter handle.

Chase is also found on YouTube where you can view all of their commercials for their various products.  Some of their commercials are humorous, some cute, and some reach out to specific potential customers like home buyers which are more serious. Their overall presence in social media is very limited as they are not connected to Facebook, Pinterest or Instagram.  Whether the limitation of social networking sites is self-imposed or due to financial regulations, I don’t really know.  In such a regulated industry, I don’t believe they can utilize social media as much as it can be used by other industries.  I was actually surprised to see that a financial institution could use a social media site at all. 

Overall, I was not overly impressed and got more of a feeling that it was all propaganda about Chase and, other than watching commercials about their products, there wasn’t a lot of information about why I should choose Chase over other banks   I honestly think that the other banks probably provide the same services, so I would like to see more about why I should choose Chase over anyone else before I decide whether I want to purchase their services or not.

Meg