Bankrate is a leading publisher, aggregator, and distributor of personal finance content on the internet. Bankrate provides proprietary, fully researched, comprehensive independent, and objective personal finance content.
Bankrate uses social media for brand discovery, audience acquisition, and increasing engagement to monetize social media traffic through ad-based platforms, while also serving members of the social community – enabling people to improve their lives by empowering them with information and tools to make informed financial decisions.
Externally, a primary challenge is to identify content that resonates with social media users, driving engagement and traffic to Bankrate.com. Internally, the challenge is building social intergration to better understand the audience and site visitors to provde a more personalized experience, allowing for higher levels of engagment to drive traffic.
Bankrate began using SocialFlow’s labeling capability to understand what topics are resonating with audiences on different social networks while increasing traffic and engagement. Social media data is now a part of the editorial process – providing content ideas and a critical input to the traditional editorial model. Social data is now also integrated into other business and departmental goals including sales.
Engagment and Brand Awareness Growth (over 7 months)
Identifying Social Media’s Value
Tweet Chats and Scholarships