Fund Firms Flourishing on Facebook

Erika Fazekas by on Jul 07, 2017

The latest Facebook numbers from CNN Tech show over 1.94 billion worldwide active monthly Facebook users, and 1.28 billion in daily usership, posing a great opportunity for businesses to reach a huge audience of prospects and clients. In fact, Facebook reports that over three million businesses around the globe advertise on the site. Corporate Insight’s Mutual Fund Monitor and Mutual Fund Monitor – Advisor research services closely track 25 fund firms, 84% of which have Facebook pages. A successful Facebook presence requires a clear strategy that goes beyond posting attractive images and linking to commentary. Below, we showcase three unique ways asset management firms are leveraging Facebook to connect with investors.

Facebook introduced its live video feature in December 2015, giving people, media companies, publishers, celebrities and brands a new medium for communication. In March of this year, T. Rowe Price was one of the first fund firms to host a live video session. The half hour session featured financial planner Judith Ward and Tara Coates accepting real-time questions from a Facebook audience. Responses to inquiries were given verbally by speakers and through comments. To date, the session has around 28K views and a replay appears at the top of the firm’s feed.

T. Rowe Price Live Video Replay

Engagement is the goal in any social media strategy. Fidelity takes a unique approach by promoting interactive calculators, with three recent examples highlighting the following resources: The Fidelity Retirement Score, How Much House Can I Afford? and Should I Stay or Should I Go?. Each post features an image, call to action and summary explaining what viewers can expect from each calculator.

Fidelity Post Promoting Quizzes

One of the biggest criticisms younger demographics express about financial institutions is a lack of human touch. American Funds’s Meet our Associates video campaign challenges this assumption by profiling inspirational stories from the firm’s employees. The series features four videos of employees sharing their unique stories, from raising a child with special needs, overcoming athletic barriers, pitching in through volunteerism and overcoming creative self-doubt. Each video in the series appears through an individual Facebook post.

American Funds Meet Our Associates Facebook Video