This document summarizes the results of a social media audit of five major South African banks - Standard Bank, ABSA, FNB, Nedbank, and Capitec Bank - across Facebook, Twitter, YouTube, Google Plus, LinkedIn, and Pinterest from December 14, 2013 to January 13, 2014. The audit analyzed metrics like fan count, engagement rates, follower growth, mentions and demographics for each bank on each channel. Overall, FNB was found to have the largest total fan base across social media, while Nedbank had the highest Facebook engagement and was most active on Twitter.

1. Social Media Audit
1
Time Frame: 14 December 2013 – 13 January 2014

2. Banks Audited
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
1. Standard Bank
2.ABSA
3. FNB
4. Nedbank
5.Capitec Bank

3. Introduction
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• This is a Social Media Audit of Commercial South
African Banks.
• The time frame of the Social Media Audit was from
14th December 2013 – 13th January 2014.
• The Social Media Channels analyzed for the audit are
Facebook, Twitter, Pinterest. LinkedIn, Google Plus &
YouTube.
• The criteria used to assess the performance of the
Banks: Fans, Engagement Reach, Influencers and
Demographics.

4. Standard Bank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fans: 76 799
qqqqqqqq
Standard Bank has 1,6%
engaged Facebook Fans
Engaged Fans
Fan Growth: 1 435
People Talking About This: 1 246
qqqqqqqq
SA Facebook Fans: 71 538
Most Popular City: Johannesburg
Most Popular Age Group: 25 -34
Potential; Reach: 421 310
Time Frame: 14 December – 13 January
Passive fans
Facebook Fans By
Gender
q51%
w48%

5. Standard Bank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
g Location of C Fans
Time Frame: 14 December – 13 January

6. Standard Bank
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Mentions
Followers: 20 150
qqqqqqqqqqqqqq
1348
Follower Growth: 464
Tweets: 25 679
“Standard Bank” Mentions: 6 479
Influencer Score: 69
Indirect Mentions
6479
Followers Interest
17%
Follower %
Twitter Age: 4 years 6 months
@StandardBankGrp Mentions:1 348
Direct Mentions
5%
Music
Family
5%
4%
Bloggers Marketing Finance
Interests
Time Frame: 14 December – 13 January
4%

7. Standard Bank
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
i Other Twitter profiles
Time Frame: 14 December – 13 January

8. ABSA
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fans: 151 907
qqqqqqqqqq
ABSA has 1% engaged
Facebook Fans
Engaged Fans
Fan Growth: 1 607
People Talking About This: 1040
qqqqqqqqqq
SA Facebook Fans: 143 518
Most Popular City: Johannesburg
Most Popular Age Group: 25 -34
Potential Reach: 158 625
Time Frame: 14 December – 13 January
Passive fans
Facebook Fans By
Gender
q52%
w47%

9. ABSA
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
g Location of C Fans
Time Frame: 14 December – 13 January

10. ABSA
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Mentions
Followers: 12 978
qqqqqq
1619
Follower Growth: 350
Tweets: 20 526
“ABSA” Mentions: 5 685
Influencer Score: 65
Indirect Mentions
5685
Followers Interest
8%
8%
Follower %
Twitter Age: 1 year 9 months
@ABSA Mentions: 1 619
Direct Mentions
5%
Music
Sports
Family
Interests
Time Frame: 14 December – 13 January
4%
4%
Students Bloggers

11. ABSA
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
i Other Twitter profiles
Time Frame: 14 December – 13 January

12. FNB
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fans: 450 641
qqqqqqqqqqqqqqqq
FNB has 1,15% engaged
Facebook Fans
Engaged Fans
Fan Growth: 5 189
People Talking About This: 5 326
qqqqqqqqqqqqqqqq
SA Facebook Fans: 423 231
Most Popular City: Johannesburg
Most Popular Age Group: 25 -34
Potential; Reach: 601 198
Time Frame: 14 December – 13 January
Passive fans
Facebook Fans By
Gender
q50%
w50%

13. FNB
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
g Location of C Fans
Time Frame: 14 December – 13 January

14. FNB
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Mentions
Followers: 14 053
692
qqqqqqqq
Direct Mentions
Follower Growth: 630
Tweets: 1 792
“FNB” Mentions: 10 881
Influencer Score: 67
7%
Follower %
Twitter Age: 4 years 11 months
@FNBSA Mentions: 692
Indirect Mentions
10881
Followers Interest
5%
Music
5%
Sports
Students
Interests
Time Frame: 14 December – 13 January
4%
4%
Family
Finance

15. FNB
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
i Other Twitter profiles
Time Frame: 14 December – 13 January

16. Nedbank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fans: 67 233
qqqqqqqqqqqq
Nedbank has 4,5%
engaged Facebook Fans
Engaged Fans
Fan Growth: 4 741
People Talking About This: 3 083
qqqqqqqqqqqq
SA Facebook Fans: 65 366
Most Popular City: Johannesburg
Most Popular Age Group: 25 -34
Potential Reach: 265 375
Time Frame: 14 December – 13 January
Passive fans
Facebook Fans By
Gender
q51%
w48%

17. Nedbank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
g Location of C Fans
Time Frame: 14 December – 13 January

18. Nedbank
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Mentions
Followers: 17 770
qqqqqqqq
1505
1934
Follower Growth: 580
Tweets: 33 646
“Nedbank” Mentions: 1 934
Influencer Score: 57
Indirect Mentions
Followers Interest
8%
Follower %
Twitter Age: 2 years 5 months
@Nedbank Mentions: 1 505
5%
Music
5%
5%
Family
Sports
Students
Interests
Time Frame: 14 December – 13 January
Direct Mentions
4%
Finance

19. Nedbank
M
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
i Other Twitter profiles
Time Frame: 14 December – 13 January

20. Capitec Bank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fans: 97 940
qqqqqqqqqqqq
Capitec Bank has 2,9%
engaged Facebook Fans
Engaged Fans
Fan Growth: 1 450
People Talking About This: 2 856
qqqqqqqqqqqq
SA Facebook Fans: 94 301
Most Popular City: Johannesburg
Most Popular Age Group: 25 -34
Potential Reach: 186 691
Time Frame: 14 December – 13 January
Passive fans
Facebook Fans By
Gender
q51%
w49%

21. Capitec Bank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Location of C Fans
Time Frame: 14 December – 13 January

22. Capitec Bank
C
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Mentions
Followers: 8 663
qqqqqqqq
347
391
Follower Growth: 154
Tweets: 6 214
“Capitec Bank” Mentions: 391
Influencer Score: 57
7%
Follower %
Twitter Age: 3 years 9 months
@CapitecBankSA Mentions: 347
Indirect Mentions
Followers Interest
6%
4%
Music
Students Bloggers
Interests
Time Frame: 14 December – 13 January
Direct Mentions
4%
4%
Family
Sports

23. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y Total Number Of C Fans
Time Frame: 14 December – 13 January

24. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y C Fans In South Africa
Time Frame: 14 December – 13 January

25. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
y Fastest Growing C Page
Time Frame: 14 December – 13 January

26. Benchmark
C
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
T Engagement Rate C Page
Time Frame: 14 December – 13 January

27. Benchmark
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
u Total Number Of M Followers
Time Frame: 14 December – 13 January

28. Benchmark
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
u Monthly M Follower Growth
Time Frame: 14 December – 13 January

29. Benchmark
M
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
T Total Number of M Mentions
Direct Mentions
Indirect Mentions
Time Frame: 14 December – 13 January

30. Benchmark
F
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
u Total Number of F Followers
Time Frame: 14 December – 13 January

31. Benchmark
w
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
v Total Number Of w Subscribers
Time Frame: 14 December – 13 January

32. Benchmark
w
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
v Total Number Of w Views
Time Frame: 14 December – 13 January

33. Benchmark
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
a Total Number Of Followers
Time Frame: 14 December – 13 January

34. Benchmark
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
+ Total Number Of Followers
Time Frame: 14 December – 13 January

35. Benchmark
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Q Overall Number Of Followers
Time Frame: 14 December – 13 January

36. b Insights
f
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• FNB is the Bank with the most Facebook Fans.
• Nedbank is the Bank with the least Facebook
Fans.
• The most engaging Bank on Facebook is
Nedbank.
• The least engaging Bank on Facebook is Absa
considering they have the 2nd most fans.
Time Frame: 14 December – 13 January

37. b Insights
t
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• Standard Bank is the Bank with the most Twitter
Followers.
• Capitec Bank is the Bank with the least Twitter
Followers.
• The Bank with the most @ mentions is Absa and
the Bank with the most indirect mentions is FNB.
• Nedbank is the most active Bank on Twitter.
• The Bank with the oldest Twitter Profile is FNB.
Time Frame: 14 December – 13 January

38. b Insights
wF
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
• The Bank that has the most views & subscribers
on YouTube is FNB.
• Nedbank is the bank that has the most followers
on Google Plus.
• FNB also has the most followers on LinkedIn &
Pinterest.
• Capitec is the bank that has the least followers on
Pinterest, LinkedIn & Google Plus.
• Overall FNB has the largest Fan base on Social
Media.
Time Frame: 14 December – 13 January

39. Tel: (011) 321 0201
www.zasocialmedia.com
WWW.info@zasocialmedia.com
f
t
Sources: Social Bakers, Facebook, Klout, Kred Twitter & Topsy