Credit unions are struggling on Twitter, and one in five have given up completely, abandoning their accounts to the digital dust of inactivity.
A new study from The Financial Brand found credit unions to be seriously lackluster when it comes to Twitter.
The Financial Brand took a look at 350 activated (which they determined to be those with a photo that has been uploaded, at least one sent tweet and at least one follower) Twitter accounts of credit unions across the US. This represents approximately 5 percent of all credit unions and 10 percent of credit unions on Twitter.
The credit unions studied were active for an average of 2.2 years – plenty of time to create a stellar Twitter presence. And yet 74 of the 350 had abandoned their accounts.
Most credit unions aren’t exactly chatty when it comes to Twitter: the average number of tweets sent per credit union was 440, which equals out to about 0.6 per day. However, the most active account had sent a total of 3,889 tweets as of the time of the study, which equals about 5.3 per day.
Credit unions follow an average of 292 accounts, but 12 of them follow none – and one follows a whopping 10,858 Twitter users.
Despite the large number that has given up on their accounts, credit unions aren’t doing too bad when it comes to followers, averaging a healthy 414, which is double the average number of accounts they follow. 29 credit unions have over 1,000 followers, while 160 have under 200. And there’s that one anomaly who has 10,242 followers to its name.
But there is a big discrepancy between the haves and the have nots on Twitter: The top 44 credit unions examined have more followers than the remaining 306 combined.
(Discarded mouse and keyboard image via Shutterstock)