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Susquehanna leads the way in local banking social media presence

Of the 25 largest traditional banks doing business in the midstate, nine had highly engaged social media presences in a recent audit of how midstate banks use social media.

The nine had a presence on Facebook, Twitter and LinkedIn, and all had updated their Facebook and Twitter pages with pictures, links or messages on March 30, the day the audit occurred.

The banks were PNC, Wells Fargo, Santander, Citizens, Metro, PeoplesBank, Ephrata National, Orrstown and Bank of America.

Lititz-based Susquehanna Bank — soon to be BB&T, which also has an engaged social media presence across all three platforms — was far and away the social media leader for locally based banks, with 17,700 likes of its Facebook page. Swatara Township-based Metro Bank was next closest with nearly 4,000 likes.

Susquehanna also was easily the winner on Twitter, with 2,483 followers when no other locally based bank had more than 1,000. Metro is knocking at the door with about 950.

Metro takes the win in LinkedIn followers, with about 6,050.

Bank of America, which has two locations in Lancaster County, had the most popular social media presence of any bank in the midstate, with 2.1 million Facebook likes and about 346,000 Twitter followers.

ACNB of Gettysburg is the only bank with more than $1 billion in assets and a location in Cumberland, Dauphin, Lancaster, Lebanon or York counties without any social media presence.

Bank spokeswoman Helen A. Jahn said a social media presence “is in the pipeline” and will be in place by the fourth quarter of the year. She said there is no specific reason the bank waited so long to jump into social media.

S&T Bank, which acquired Integrity Bank of Camp Hill in March and is expected to complete the merger in May, is the only large bank with midstate interests that does not have a Twitter page. That’s not much different from its acquisition target, which hasn’t updated its Twitter account since July 2010.

Allentown-based National Penn doesn’t have a Facebook page, and Pittsburgh-based FNB does not have a active presence as its Facebook page hasn’t sent out a message since October 2013 and its Twitter page has been silent since July 2013.

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