Many asset managers are reluctant to begin a social media program. We live in a digital society and while it may seem daunting, you may want to consider jumping in.
The benefits of a social media strategy far outweigh the drawbacks for most asset managers, and compliance barriers, once believed to be insurmountable, are now quite easy to navigate.
Consider the top 3 benefits:
Social media channels can be used to connect and communicate with investors on a more “personal” level. They can also be used for Q&A’s with key personnel.
Investors feel like they have more personal and direct access to your firm.
Provides an easily accessible platform for press releases, white papers, educational pieces, cross-posted blog entries, market commentaries and more.
Maybe you’re ready to start your social media campaign but you’re not quite sure how to go about engaging with your audience. Think about ways to build interest in your firm and gain followers:
- Hold a contest – use it as an opportunity to build hype and cross promote
- Host an event relevant to your audience - create a hashtag, build excitement and cross post. Live tweet during the event and provide a debrief and summary photos after
- Educate –position yourself as a thought leader by providing materials or hosting webinars. Share white papers or market insights with your investors
- Leverage your website – make your website a go-to resource for investors making sure valuable materials are easily accessible. Use social media to drive traffic to your site
- Share your content – larger papers can be divvied up and parceled out in smaller pieces building excitement and attracting followers
So many choices
There are many different social media platforms to choose from. The majority of asset managers are currently using:
Have you decided which platforms are right for you? Make sure to follow best practices to get the most from your efforts.
- Tweet daily, multiple per day if possible
- Easy on the hashtags – 1-2 per tweet is plenty
- Noon and early evening tweets are optimum for clicks and re-tweets
- Tweets should be 80% conversation, 20% promotion
- Visual – post pictures or charts
- Simplicity – short posts, 1-2 hashtags
- Engage – pose simple questions, 70 – 80% non-promotional
- Thought leader – post content, share relevant content from others
- Keep your page up-to-date and complete
- Publish relevant content
- Consider promoting content
- Make it personal – let your investors/clients get to know your firm and the individuals
- Produce content – not ads
- Cross promote your channel on your other social media platforms
- Don’t “sell,” instead, answer your readers’ questions/needs by blogging on relevant topics
- Minimum 300+ words, occasionally aim for 2500+ words
- Grab attention with the title, using keywords, and introduction
- Use bullets, lists and graphics when possible
- Use imagery
- Post relevant content from your firm and others
Before you jump in, make sure:
- You check with compliance
- Your posts won’t offend anyone
- You’re driving traffic to your website across all platforms
Need help getting started? We can help. We help fund firms increase their visibility through successful social media strategies Let’s talk.