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A study into how Australian banks use social media

conference contribution
posted on 2011-01-01, 00:00 authored by Vin SenadheeraVin Senadheera, Matthew Warren, Shona Leitch
Social Media is a term commonly used to describe a group of individual web based services that have grown beyond the provisioning of the capability to connect, network or blog. The popular social networking services have evolved into a ‘platform’ by incorporating a multitude of functionalities through an array of applications to attract millions of users. This has created a favourable environment for businesses to exploit the benefit of having access to millions of social media users by using it as a business support tool. Studies indicate that social media services are being used by businesses for engaging with the general public, enhancing customer interaction, and for crisis communications. Whilst there are many businesses who have adopted social media, others have either rejected the idea or are still unsure about how to proceed. This paper analyses the functionality of selected social media services in order to explore how Australian banks use such services strategically. It reports findings from a longitudinal study of Australian bank use of four popular social media services: Facebook, MySpace, Twitter, and YouTube.



Pacific Asia Conference on Information Systems (15th : 2011 : Brisbane, Queensland)


1 - 12


The University of Queensland


Brisbane, Qld.

Place of publication

Brisbane, Qld.

Start date


End date





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Publication classification

E1 Full written paper - refereed; E Conference publication

Copyright notice

2011, PACIS

Title of proceedings

PACIS 2011 : Proceedings of the 15th Pacific Asia Conference on Information Systems

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