Content Strategy: Presence of Moroccan Banks on Social Media

Abstract

Digitalization and the emergence of social media have become major strategic challenges for banks today. The COVID-19 health crisis has acted as a catalyst, reinforcing the importance of social media as a communication channel, a tool for financial inclusion, and a means for banks to interact with customers in real time by offering new and attractive products and services. This article aims to highlight the importance of Moroccan banks’ presence on social media and, more specifically, to assess the level of customer interaction. To address our research question, we adopted a quantitative approach based on the analysis of content published on the official pages of each bank, as well as the reactions of followers, their interactions, and their engagement rate over a period ranging from December 1 to December 31, 2023.The results show that although banks have strengthened their presence on social media, the levels of interaction and engagement remain relatively low compared to the potential offered by these platforms.

JEL Classification: L14

Paper Type: Empirical Research