Вибір каналів корпоративних комунікацій у банківській галузі під час війни

Abstract

The main objective of the study is to analyze communications of the Ukrainian bank system during the first three months of the war. The review is significant due to the first perspective of communication trends in the sector. For this purpose, we monitored the communication channels of 14 systemically important banks during the first three months of the war. We analyzed and determined the most frequent channel among the banks and the average number of communication channels. We conducted a comparative analysis and determined the financial institutions with the most extensive communication system as well as summarized the trends that communication professionals in financial institutions should pay attention to. We ascertained the leading banks with identical communication channels, including the official website and social media. The average number of communication channels are 5 (the maximum number of channels amounts 7), and Facebook and Instagram constituted the most common one. Currently, the financial institutions test the new kinds of social media, including TikTok, a media for creating short videos. In addition, the video formats in the analyzed financial institutions could be more developed, as evidenced by the small number of videos for the study period. Among the key trends of communications in the banking industry, one should highlight the use of social network Facebook as a leading communication channel, the quantitative superiority of content in social networks compared to the site, the lack of development of video formats, the testing of new social networks and the potential for development of social networks (except Facebook and Instagram).