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:
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.0
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