Communication and social media

Communication and social media

Leading reputation in the media

The remit of the Communication and Corporate Responsibility Area includes managing the bank's communication with its different target audiences, both internally (employees) and externally: Media and Social Networks.

The area designs the different strategies that aim to disseminate the mission, vision and values of the company, in addition to its main results and actions.

To achieve its communication objectives and ensure its messages are communicated in a clear way, aligned with the management's requirements, the area decides not only the content, but also the spokespeople and formats that are most suitable in each occasion.

Through independent companies, the area periodically performs a quantitative and qualitative analysis of all the news and impacts concerning the bank, comparing them with its main competitors. The aim of this is to understand how this information has affected the Bank's reputation in the different parameters analysed, making it possible to draw up correction and improvement plans.

2018 was a good year for Bankinter in the media and on Social Networks: leading the media reputation ranking with the highest score. This is reflected by data from independent consultant firm, Acceso, which is responsible for analyzing news and mentions of Bankinter, assigning a score to each of them based on how positive they are depending on variables, such as the importance of the media or the space of the news.

According to this analysis, Bankinter ended 2018 with a score of 6.4, the highest of the main banks, and clearly above the industry average, of 5.8 and some way above the lowest score, 5.3.

The fact that despite only accounting for 5% of all mentions in the sector, Bankinter achieved the best score is significant. This is attributable, in large part, to the higher percentage of favourable news compared to negative or neutral news. 72% of news or mentions about the bank were positive, well above the average.


It has not been an easy year for the banking industry in the press, radio and television. The poor image that has plagued the sector for the past ten years, since the start of the financial crisis, intensified last year from October onwards, when controversy erupted concerning the Supreme Court's decision about who should pay stamp duty. Despite this, own news and positive news published by Bankinter in this context has contributed to increasing the score and achieving this result.

Social networks

Specifically, in terms of social media, Bankinter has been ranked first once again in terms of positive presence (a position it has held since 2014). According to Acceso, the institution has achieved 81% positive mentions during the year, representing the Spanish bank with the best ratio on the market.

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