When Shahrukh Khan or Virat Kohli posts a picture, the engagement rates are higher. However a bank or insurer doesn't procure the same result. Banks were early adopters of social media for marketing. Twitter monitors and addresses customer issues, unlike Facebook, LinkedIn and YouTube who concentrates on affinity based targeting and brand building. Nowadays, social media is an engagement and business acquisition tool because they can reach their target audience. Read more at: http://economictimes.indiatimes.com/magazines/brand-equity/social-media-marketing-has-evolved-in-the-bfsi-category-out-of-compulsion/articleshow/52201952.cms