What corporates should deliver on social media
Sales & Marketing for Professional Services & Strategic Issues

What corporates should deliver on social media

July 11, 2014

by Tony Vidler

In the never-ending search for relevance a lot of institutions struggle to provide content that their target market wants, and remain unsure about which platform to deliver news through.

A piece of research by American Century Investments threw up some interesting information for those those corporates looking to deliver content to professional financial advisers.  It was a relatively small sample group (301 advisers), but nevertheless it showcased some insights:

Social media use and experience among the financial professionals was reasonably good, and where it wasn’t good it was definitely getting better than the previous year:

  • 90% of financial professionals participating in the study reported having a social profile or account.
  • Twitter usage increased significantly, with 34% reporting having an account, compared to only 27% last year.
  • Usage of social media is changing. While reading expert commentary/news (28%) remains the top business use, more are using social media to research people (14%) and share news/content relevant to clients (13%).
  • 69% report that their firm has a formal social media policy or guidelines in place, a significant increase from the 2012 study.
  • LinkedIn groups and advisor communities continued to top the list of social media offerings an asset manager can provide.
  • 61% report using social media weekly, with many accessing via a mobile device or tablet.

The types of information that advisers are looking for from institutions is reasonably consistent, and largely weighted towards receiving topical technical or market specific commentary.


It is worth remembering that this is a snapshot of what advisers want from institutions, which is not necessarily what they want from their overall social media experience.

Get financial adviser coach blog updates via email.
Enter your email address to follow this blog and receive notifications of new posts by email.
Join 302 other followers

Facebook: 2831, Twitter: 13901, LinkedIn: 689

Follow tonyvidler on

Comments (4)

  • Hi Tony, Can you point me in the direction of this research – better still a link. Really enjoy your emails. Kind regards, Gordon

    Gordon Chambers
  • Hi Gordon

    thanks for this. I have edited the previous comment to remove your personal details, and have also edited your last comment to do the same again. Pass on to your web monitoring people that it is not my site (or anyone else’s I would guess) publishing the details as such – they are included automatically as part of your signature from your ipad it seems. So when you email a comment all of the details are included in your message. At this end if I hit “approve comment” then it publishes the comment unedited – or as submitted.

  • Leave a Reply