SCB Executive Vice President and Head of the Marketing Function Mr. Sutirapan Sakkawatra said, "We are aware that social media plays a vital part in people's lifestyles in every aspect, so we have increased emphasis on our "SCB Thailand" official cross-platform social media presence. SCB Thailand has some 4 million followers on Facebook, 37 million on LINE, 600,000 on Twitter, 200,000 on Youtube, 50,000 on Instagram, and 400,000 on TikTok, the latest platform the bank has joined, and we are gaining more and more recognition every day. We have maintained the strength, quality, and frequency of our social media presence across these platforms to reach and closely engage with our customers in every segment in response to their different platform preferences.
Apart from platform management, we focus on creating content matching our customers' interests to create value for society. We have particularly focused on promoting financial literacy, including daily budgeting, personal financial management, lifestyles, business and investment knowledge, fraud and scammer warnings, and more. We hope our easy-to- understand and entertaining financial literacy content reaches more people though a variety of formats - articles, photos, infographics, and both short and long VDO clips to suit the nature of each platform. Our SCB Thailand team will continue to present quality financial literacy content to benefit our followers and society. On this occasion, we really appreciate this recognition of our efforts as demonstrated by the granting of this prestigious award once again."
The Best Brand Performance on Social Media Award 2022 was based on the "Wisesight Metric" tool measuring brand communication competency on companies' official presence on four major social media platforms: Facebook, Instagram, Twitter, and YouTube, as well as consumers and other media engagement. Using the "Wisesight Metric," quantity performance is measured by the number of followers and growth, and followers' interaction measures the number of people interested in a brand's content and the number of social mentions on social media. Quality performance is measured by comments and share ratios, brand advocacy through brand support through referral to others, intention measured by the amount of content showing purchase interest, sentiment deals with customer responses and brand opinions, and brand love considers brand content liked by customers.
Source: Siam Commercial Bank
