Commenting on a media article which reported claims by OCBC that it leads the way among local lenders including DBS and UOB in the social media arena, Academic Director of SMU Executive Development and social media specialist Michael Netzley said that "raw numbers alone are not all that important… Other banks following suit online can equally expect to show impressive growth rates in the early days. The real challenge, however, lies ahead." He added that the more important metrics include whether people are promoting the brand via their own messages, or if the generation of consumer interest for new business has increased in any measurable way.