Access Bank Ghana has emerged as the most influential bank on social media in the 2015 Ghana Social Media Rankings, a study that analyses brands with strong social media presence in the country.
The bank came tops amid strong competition from other banks such as Stanbic Bank, GCB Bank, Universal Merchant Bank (UMB) and Fidelity Bank, which took the second to fifth spots respectively.
GSMR is an annual social media analysis report that provides detailed performances of various local brands on social media, and ranks them according to categorised groups using the best industry performance metrics.
It ranked brands based on actual figures trawled from social media networks, renowned third party social media measurement tools and other digital platforms.
A brand’s total likes and followers across all its social media networks took 60% of the score, brands social media engagements over the year constituted 30% of the score, and lastly 10% went to a brand’s social media mentions.
The report reiterated the need for brands to identify social media fans as their clients, build strategies, and engage positively with them as a way of building a profitable social media.
“Brands can leverage on these social media campaigns to effectively gain more social value and brand-growth,” it read.
For the purposes of analysis and ranking, the report considered three out of the five major social media performance measurement metrics which strongly connote a brand’s overall performance on social media — such as a brand’s followers or likes, the brand’s public engagement or social media estimated reach, and the brand’s mentions.
“This is a quantitative data analysis report, and the overall ranking and various category ranking for our brands and personalities was based on the GSMR score, formulae and criteria used,” the report indicated.