Social media can allow asset managers to reach advisors, promote their intellectual capital, and express their core values and unique capabilities. As Twitter and LinkedIn’s importance to contemporary content marketing continues to grow, this month’s Mutual Fund Monitor – Advisor Report analyzes how fund firms leverage these platforms, noting visual quality, messaging themes, posting frequency and tone.
Every coverage group firm maintains a presence on Twitter and LinkedIn, and many firms specifically target financial professionals with their messaging. Social media posts primarily promote blog posts, commentaries, YouTube videos and podcasts. Several firms also highlight third-party content from financial media outlets. Select firms use social media to showcase marketing campaigns, thought leaders, affiliations with non-profit organizations and corporate culture. Leading firms adhere to best practices established for each platform, such as posting consistently and including images, videos and GIFs to enhance posts.