September 2016 – Twitter Content and Engagement

Boasting 313 million monthly active users, 63% of whom use it as a source for news outside of updates about their friends and family, Twitter is one of the most significant communication platforms of the 21st century. With that in mind, Twitter-savvy firms can easily and instantaneously reach a large network of prospects, clients and advisors. Although Annuity Monitor firms differ in the type of information they share on Twitter, all firms maintain Twitter accounts that they have updated within our six-month review period, and all but one prominently promote their Twitter accounts on their public sites. In this report, we offer an assessment of the types of information shared and the level of engagement found on firms’ Twitter accounts, with a particular focus on the incorporation of retirement planning and annuity resources.

Annuity Monitor firms recognize the importance of maintaining an active Twitter presence both to share their own information and to monitor customer service concerns. The vast majority of firms (84%) reply to customer concerns on Twitter, using the platform as a modern customer service hotline in addition to a news source. More than half of firms offer general financial news on their accounts while 90% address retirement planning, generally by providing access to educational information on their public sites. Annuities are less of a focus, with only 32% of firms directly mentioning them during our six-month review period. Overall, firms do an excellent job of composing their tweets, incorporating links to public site content, including multimedia to encourage engagement and hashtagging content with both unique campaign-related and general hashtags.