The best bank on Twitter these days has to be Bank of America, which has parked its Twitter strategy not in the realm of Web 2.0 or social networking strategy but with Holly Hastings, the national customer experience executive for BofA. Viewing Twitter as a customer service channel, and putting an actual employee - David Knapp, complete with his picture as opposed to the bank logo - is counter-intuitive, but genius as it leverages both Twitter's one-to-many and one-to-one capabilities. Knapp now has about 1,630 followers, and as mid-April had posted more than 700 responses since the bank went live on Twitter in January.
"The beauty of it is it's individual and collective at the same time," Hastings says. "We get to listen to our customers and respond to them. And if one person has a positive interaction they can let 9,000 other people know."