The ABA specifies that Dominican banks use social media for such diverse purposes
Taken from Diario Libre
SANTO DOMINGO- Social networks have become fundamental tools for offering relevant information from banks, developing better relationships with financial users and understanding their needs, according to a report by the Association of Multiple Banks of the Dominican Republic (ABA).
In the document, the ABA highlights that 64.2% of the population in the country actively uses social media, showing an increase of 16.4 percentage points compared to 2017 (48%). It states that commercial banks have not remained on the sidelines of this trend and have leveraged these tools to create a more direct connection with financial users.
Taking as a reference data from the "Dominican Banking Digitalization Ranking", prepared by the Superintendency of Banks (SB), the association reports that 100% of banks have an Instagram account, 94% have a LinkedIn and Facebook account, 88% have a Twitter account and 65% have a YouTube channel.
It details that, in terms of receptiveness, the number of followers of the banks that operate in the country is 1.7 million on Facebook, 1.2 million on Instagram, 601 thousand on LinkedIn, 578 thousand on Twitter and 62 thousand on YouTube, numbers that remain in constant growth.
The organization also states that the main advantage, compared to other channels of interaction with the public, is that social media facilitates faster dissemination of knowledge and can be used by a larger number of users simultaneously. It points out that, in this way, the dissemination of knowledge generates positive impacts on the levels of education and financial inclusion of the population.
“Through more permanent and dynamic interaction with users, banks are trying to develop a more personal relationship with financial users,” the ABA in a press release referencing the aforementioned report.
In that order, the association specifies that banks use social media for purposes as diverse as: providing relevant information about their products and services, addressing complaints and/or concerns of financial users, disseminating COVID-19 protocols, announcing customer service hours and points of contact, financial education, promoting the social responsibility agenda (climate change, orange economy, gender equality), among other topics.
Finally, the association points out that Dominican multiple banks will continue to develop this and other customer service channels in order to promote, through all possible means, financial education and inclusion, thus achieving higher levels of development and social well-being.
