Update.. Update… Update… Update…26th March 2012
Since I wrote this piece on @virginmoney they have seriously got their twitter customer service act together. Via engagementIndex we have been monitoring them along with a whole stack of other UK Banks. Currently they are in 2nd spot to First Direct Bank. You can see how Virgin Money and all the other banks are doing here We update these scores on a regular basis, so it will be interesting to see if they can grab 1st spot from First Direct…
I was alerted to the Virgin Money Twitter account aka http://twitter.com/virginmoney by Mary Waring aka http://twitter.com/marywaring. The Virgin Money Twitter account was opened on 2nd March 2009 and this folks is it….[screenshot taken 7th Feb 2011]
They have not Tweeted once thats right not once but have still have got 1100 followers. It looks official and has the UK version of the Virgin Money website link. Now before Virgin Money contact me and simply give the usual we were busy sorting out our Twitter strategy and resources etc… Firstly I would respond by saying that it really does not take almost 2 years to sort that out and secondly simply make the account a protected Twitter account. Then you protect the name and can write in the Bio that you will be turning up with a sound Twitter strategy very shortly. This gives the impression that you are around and have not abandoned the account.
What Virgin Money and many others have done is turn up on Twitter and then have no strategy, no resource and no discussion as to how they will utilise Twitter. But worse than that they have then simply forgotten and abandoned their account all whilst people are busy talking about them. Why are they not responding? Why have they vanished from Twitter?
Again this is a marketing tragedy. People are talking about them every day on Twitter and people are talking about other financial matters that Virgin Money could and should be responding to, helping, advising, supporting and guiding people. This may well help them to create brand advocates as they are seen to be really helpful and perhaps different from so many other financial compnaies.
I would love to hear from someone at Virgin Money to explain what has happened here….