This article analyzes the meaning of social media for community banking in the United States of America and Japan. Through globalization, the role played by nations has become less important, and corporations have expanded and become more diffuse. These social changes have led people to look for additional psychological cornerstones on which they can rely, and use of SNS has spread in response. Especially Facebook could serve as a useful tool for community banks, which have not been able to understand the community as a whole solely by dealing with corporate customers, such that they can become the nucleus for a new type of social ecosystem. Facebook is also a useful tool for community banks to properly handle soft information regarding relationship banking as it serves as an online method of meeting customers face-to-face. Community banks should consider the use of Facebook as it could allow them to review their operations from new perspectives.

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