Big Four Bank Performance on Facebook and Instagram: An Analysis of Post Engagement

Social media has become a daily routine in the lives of digitally connected populations. In order to be relevant and present in this vast medium, organizations have created brand pages to communicate, engage, and build relationships on social media. This study explores the performance of the big four American banks on Facebook and Instagram. Performance is calculated by analyzing the engagement of social media posts in a three-month period. The study identifies the bank that has generated the most engagement in the time period and identifies the top performing posts for each month. The big four bank performance on social media have not been analyzed in academic literature previously. Thus, this research adds to the growing knowledge in the area of social media analysis. Future research can be built upon the methods used in this study and applied to other industries. The study uncovers that Bank of America has the highest engagement on Facebook and Instagram and that posts that highlight corporate social responsibility, products, and are informative perform the best on both social media channels.