Abstract: The dynamics of competition in the banking industry is very high in Indonesia, currently the bank not only compete with the other conventional bank but also compete with the Islamic bank. Islamic bank is an entity of the bank that develop a new identity and had a huge potential market in Indonesia as the country with the largest moslem population in the world. Therefore, the Islamic bank encouraged to develop a marketing strategy that can increase new consumers, seize consumers from the other banks and retain the existing consumers. The Islamic bank and the conventional bank marketing strategy can be observed from the social media marketing communication channels that convey the bank activities to respond to competition through marketing programs toward the consumers. This research explore the conventional bank (Bank Mandiri) and Islamic bank (Bank Syariah Mandiri) marketing communication delivered via twitter. The process started by collecting tweets from Bank Mandiri (bankmandiri) and Bank Syariah Mandiri (syariahmandiri) during the period of 2015, furthermore the data prepared to be processed. The data preparation consist of several process which are input the description of data, data cleansing and data transformation, data stemming and lemmatization and finally the exploratory factor analysis conducted with the software Provalis QDA Miner. The exploratory factor analysis findings for Bank Syariah Mandiri tweet reveal syariahmandiri service attributes which are the gold prices, selling rupiah, in addition there are keywords that are closely related to Islam, i.e., Hajj. The exploratory factor analysis for the Bank Mandiri reveal bankmandiri service attributes consist of buying and selling currency, ecash, credit card, the promotion program which are titipanmama, free holiday abroad and one direction free ticket for the customer.