Financial advisors are increasingly using social media as a tool to communicate with prospects and deepen existing relationships with clients. Advisors rely on social media to reach out to clients and pursue leads, leveraging the ease of communication and sharing options to improve their practices. According to a 2018 study by Putnam, 86% of advisors reported that social media activity helped them gain new clients in 2017, up from 80% in 2016 and 49% in 2013. Social media has become an effective tool for networking, as 60% of advisors say that social media is better than traditional methods. This month’s Asset Management Monitor-Advisor Report reviews how firms leverage platforms such as Twitter, Facebook, YouTube and LinkedIn to promote their brand and engage with their followers. Although we mention each social media platform, we focus on Twitter and Facebook activity. We evaluate how often firms post on each platform, as well as the variety of content and use of visuals to enhance posts. The last time we explored this topic was a Twitter and LinkedIn Report in September 2017, and a broad social media Report in the July 2015.
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