September 2018 – Investing in Likes: Brokerage Facebook Pages

As Facebook faces scrutiny for its data security and other practices, it remains a powerful channel for companies to engage with willing customers. The social network provides a forum for companies to enter and influence the conversations happening around their brands. On the positive side, companies can share their own content, engage more personally with their customers and attract new ones. They can also identify dissatisfied customers and manage their feedback, showing a responsive face and hopefully bringing them back to the fold.

The financial services industry is no exception. In this month’s Broker Monitor Report, we examine how the firms in our coverage group maintain their brand images on Facebook. We analyze the main Facebook profiles for 16 of the 18 firms that maintain them—and in some cases, more than one profile.

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