I wondered when it would happen and which UK bank would blink first with a social networking website.

I guess its no surprise, given their listen to our customer’s talking stance that Internet bank first direct should launch the UK’s first mainstream banking social networking site.

first direct say nearly a third of its customers join through personal recommendation. Clearly with that sort of intelligence, social networking for them is a no-brainer.

So people or should I say friends, I give you Little Black book… 

Ask, comment, recommend

first direct’s customers are being invited to sign up to discuss travel, where they like to eat and to even recommend local service suppliers – because that’s an area that thrives on recommendation and trust.

And what better way for a bank battered by the current banking crisis to rebuild a damaged reputation than to be seen inviting comment from its customers?

The new site, Little Black Book is the brainchild of first direct’s head of marketing, Mark Mullen, who wants to get the brand closer to its client base.

Jenny Southwell, first direct’s head of e-marketing is keen to point out that this is a “back to our roots” move and not a gimmick, saying “This is not just a directory of referrals and reviews, it’s about feeling like you’re in an exclusive club. Little Black Book is a way for us to give something back other than through direct banking”.

Not sure how the “giving something back” part works but… ten-out-of-ten for this, Jenny!

Little Black Book was designed by first direct’s incumbent digital agency, Leeds-based MadeByPi, formally Pilot Interactive. MadeByPi also produced the bank’s main website.

Initially shown to the HSBC-backed bank’s most active Internet users, the site was formally launched last week through lifestyle magazines, the better daily newspapers and their existing digital campaigns using standard branded banner ads.

Good for them. Now, in usual banking copycat style, who’s next?

Will it be Barclays sending us sliding down a water flume at our local swimming pool, Nationwide with a comic making wise cracks, NatWest’s dodgy sales people or will Lloyds TSB talk to us through the world’s most annoying cartoon characters?