BANKS ON SOCIAL NETWORKS - EXAMPLE OF THE BANKING SECTOR IN SERBIA

Abstract

Social media are the means ofinteractions among people in which they create,share, and exchange information and ideas invirtual communities and networks. Banks shouldleverage social media as a two-waycommunications vehicle for both listening to theaudience and gaining insights, with the goal ofproviding customers with targeted anddifferentiating solutions that solve their financialneeds. Communication with customers throughsocial networks is of great importance for thebank, and that kind of communication is paid moreand more attention, especially in today's economicconditions, when competition in the bankingmarket is rough, and when banks are struggling toget trust and attention from every client. Theobjects of the research is the presence of bankswithin the banking sector in Serbia, on socialnetworks in Serbia. The problem that is discussedin this paper is how the presence-absence of bankson social networks influences the modern bankingbusiness. It is expected that the results of theresearch indicate the presence of a joint impact onthe social networks and successful modernbanking business, and the impact of socialnetworks on the positioning of banks in the market.

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