Banks have been traditionally poor when it comes to social media and that hasn’t really changed much over the last year. Relative to their size they have few followers between them on Twitter and only sporadic presence on Facebook, but at least one is trying to change that.

Barclays is planning a new social media strategy and is hiring someone to run it.

Barclays’ Facebook page has 7748 fans and its main Twitter account BarclaysOnline currently has just 3,246 followers although it appears fairly active in engaging with customers.

So what is Barclays planning for social media? As well as helping “customers get the best that Barclays has to offer” it is looking for someone to “develop brand awareness, increasing website traffic and encouraging product adoption, while taking charge of the creation, delivery, growth and revenues of social media across our digital banking business. Simply put, it’s a rare opportunity to shape and implement a new social media strategy for an iconic global brand”.

That Barclays answers queries at all by tweets is more than some of its rivals who only answer press questions via Twitter.

Lloyds TSB AsklloydsTSB has 6435 followers and is active in responding to consumers. It has a Facebook page too with amost 7,000 likes.

NatWest has just 1,462 followers with its NatWest_Help Twitter account and no Facebook account, but again it does respond to consumers.

HSBC only has its press office on Twitter with @hsbc_uk_press and it doesn’t appear to have a general Facebook page either, but its UK student page has more than 41,000 likes.

The biggest bank on Twitter? That will be Virgin Money, which is also the newest having taken over Northern Rock branches and rebranded them. It has 9654 followers. It has a Facebook page too where it has 15,000 plus fans.

Halifax Bank has @askhalifaxbank with 7887 and 15,000 on Facebook. The CO-OP like HSBC only seems to have its PR team on Twitter with @CoopBankPR and no Facebook presence.

Online bank First Direct also has customer service on Twitter, but the account is pretty new (January) and currently @firstdirecthelp has 819 followers, but it has a decent 15,000 plus Facebook fans. It also does press enquiries via its @first_direct Twitter account.

Last up is Santander with just 1,172. As with HSBC it has no general Facebook page, but has a whopping 115,000 plus likes for its student page.

Banks have a long way to go on Twitter, but I also wonder if consumers are a bit wary of talking to their banks in this way while happy to do so for other types of business.

Anyway here is the ad that Barclays is running looking for a social media manager:

As a Barclays Social Media Manager, you’ll work with a dedicated digital team and put your personal stamp on our entire social media strategy. That’s going to involve developing brand awareness, increasing website traffic and encouraging product adoption, while taking charge of the creation, delivery, growth and revenues of social media across our digital banking business. Simply put, it’s a rare opportunity to shape and implement a new social media strategy for an iconic global brand.

What you’ll give our customers as a Social Media Analyst

You’ll work with stakeholders to identify their social media requirements, agree on action plans, and do what it takes to put them into effect. You’ll also collaborate with agencies on individual campaigns, while designing and implementing innovative new social media forums. What’s more, we’ll count on you to maintain and enhance the social media listening dashboard and regularly report on trends.

What you’ll get in return

Help our customers get the best that Barclays has to offer, and you’ll get the same in return. We’re not just talking about valuable benefits like great bonus potential, private healthcare, childcare savings, and a huge range of employee discounts. You’ll also enjoy a unique company spirit that believes in giving people the freedom to do a great job today, and the support to reach their biggest ambitions in the future.

What you’ll need as a Social Media Analyst

The success of everyone at Barclays is measured by their ability to put our customers at the centre of their day. To do that in this role, you’ll need extensive experience of working with a wide range of social media, including blogger outreach, community management and monitoring different social platforms. Experience of working with and presenting to senior stakeholders is a must, and you’ll need to show us outstanding interpersonal skills at all levels.

We’ll judge you on your ability and nothing else.