US cardholders are beginning to connect with credit card issuers via social networks, according to a recent survey by Synergistics Research.

Exploring the Changing Credit Card Market looked at the extent to which cardholders have become a fan, friend, or follower of a particular credit card brand or organisation. More than one fifth of those surveyed have become a friend through Facebook, while about one in twenty have done so via LinkedIn, MySpace, and Twitter. When asked why they did so, one third said it was to be aware of any special promotions or deals. One in six said they did so to learn about the experiences of others with the brand or institution. A similar number did so because they identify with the brand or want to share their experiences with others.

The extent to which cardholders have handled a credit card customer service issue via a social network was also determined. Overall, less than one tenth of cardholders say they have done so, with Facebook being most widely indicated. Any other social network site is mentioned by even fewer.

Genie M. Driskill, COO at Synergistics, says: “Card issuers should continue to expand their online strategies for customer outreach and brand exposure. In using social networks, issuers will need to respect the social nature of the media and focus outgoing messages on discount and promotional announcements and responses to customer inquiries. One quarter of cardholders have become a fan, friend or follower of a credit card brand or organisation on a social network, but less than one tenth of cardholders have taken care of actual credit card business via a social network. The largest proportion of those pursuing a connection with a card issuer have done so for reasons of self-interest such as to take advantage of special offers or promotions rather than because they like the brand issuer or card.”

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