Financial companies such as Citigroup are beginning to use social media to connect employees and promote their services, TowerGroup analyst Susan Feinberg says. Social networks are increasingly used as a professional networking tool, particularly in the business-to-business space, making them more appealing to financial firms, Feinberg says. "Every bank is already involved in social media ... whether that's part of a conscious strategy or not. Your clients today are using social media all the time for both personal and business purposes," she says.

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