Twitter’s a relatively new tool for banks, but some early trends are starting to emerge on how it’s being used—and not used.

According to a William Mills study, he most common uses of Twitter were replies to other tweets, at 44.1 percent; links to Web addresses, 24.7 percent; and internal news, 8.1 percent. Only 2.7 percent of  the 1,176 tweets posted by 63 financial institutions in March were product promotions, 2.1 percent industry news, and 1.7 percent community relations—all branding functions considered to be a major appeal of Twitter for corporate users.    

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