Americans connecting with card issuers via social media

An article on http://www.finextra.com/ caught my eye this morning. According to a study by Synergistics, consumers in the US are starting to use social media to connect with their credit card issuers. They report that 25% of respondents become a fan, friend or follower of their card provider.

Here are some findings:

• 1/3 say they became socially connected to keep up with special promotions or deals.
• 1/6 made the move to learn about the experiences others have had with the card company.
• 8% of respondents have used social media to handle service issues.

Genie Driskill, COO, Synergistics, says: “Card issuers should continue to expand their online strategies for customer outreach and brand exposure. In using social networks, issuers will need to respect the social nature of the media and focus outgoing messages on discount and promotional announcements and responses to customer inquiries.”

But what about you? If you are a bank or credit union marketer, how are you giving your “card” online (or even offline) identity? Or is it simply a product of your institution?