Quantcast
The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:How Do Fundsters Support FA's Social Media Savvy? Not Rated 0.0 Email Routing List Email & Route  Print Print
Tuesday, April 3, 2018

How Do Fundsters Support FA's Social Media Savvy?

Reported by Neil Anderson, Managing Editor

A $173-billion-AUM asset manager's marketing chief has two social media tips for fundsters on the advisor-sold side of the business: train your team, and provide FAs with the right kind of content, in the right way.

Those are two lessons that Mark McKenna, head of global marketing at Putnam Investments [profile], draws from the Boston-based fund firm's just-released fifth edition of its annual Putnam Investments Social Advisor Study. The survey draws on research, conducted with NMG Consulting, that included 1,014 participating FAs in November 2017.

The researchers found that 86 percent of FAs who used social media for business say that it has helped them land new clients. That's up from 80 percent in 2016, 79 in 2015, 66 in 2014, and 49 in 2013.

"The biggest finding is really that new and top tier advisors are really benefiting from an active social media presence," McKenna tells MFWire. "Advisors who are using social passively are really missing out on client acquisitions. The study is in many ways a call to action."

With that in mind, McKenna urges his fellow fundsters to remember that "social media is highly dependent on content or content marketing."

"You've got to be providing content in a way that advisors can share with clients," McKenna says. "Initially, if you're going to provide content, it's not about your brand."

"We're not pushing a product, we are promoting education," McKenna adds. "The posts that are the most successful are those posts that are adding value and are not pushing a product."

McKenna also urges fundsters to make sure that their teams are trained in social media.

"You've got to have your sales team and relationship team really steeped in social media practices," McKenna says.

The 16-page report includes a host of other information, including: which social media networks FAs use, how often they use those networks, how much AUA they've gained, how expert they think they are, and more. 

Stay ahead of the news ... Sign up for our email alerts now
CLICK HERE

0.0
 Do You Recommend This Story?



GO TO: MFWire
Return to Top
 News Archives
2025: Q3Q2Q1
2024: Q4Q3Q2Q1
2023: Q4Q3Q2Q1
2022: Q4Q3Q2Q1
2021: Q4Q3Q2Q1
2020: Q4Q3Q2Q1
2019: Q4Q3Q2Q1
2018: Q4Q3Q2Q1
2017: Q4Q3Q2Q1
2016: Q4Q3Q2Q1
2015: Q4Q3Q2Q1
2014: Q4Q3Q2Q1
2013: Q4Q3Q2Q1
2012: Q4Q3Q2Q1
2011: Q4Q3Q2Q1
2010: Q4Q3Q2Q1
2009: Q4Q3Q2Q1
2008: Q4Q3Q2Q1
2007: Q4Q3Q2Q1
2006: Q4Q3Q2Q1
2005: Q4Q3Q2Q1
2004: Q4Q3Q2Q1
2003: Q4Q3Q2Q1
2002: Q4Q3Q2Q1
 Subscribe via RSS:
Raw XML
Add to My Yahoo!
follow us in feedly


    Sorry, no records in the database matched your search parameters. Clich back and try again.



  1. Nicsa webinar - New research by Alex Edmans and the Diversity Project - The Power of diverse thinking: How the best teams make decisions, July 1
  2. MFDF Director Discussion Series - Open Forum, July 9
  3. MFDF webinar - Mid-Year Tax Update for Registered Investment Companies, July 10
  4. MFDF Director Discussion Series - Open Forum (Philadelphia), July 15
  5. 2025 MMI Women in Advisory Solutions Forum, Jul 15-16
  6. Nicsa webinar - How Trusted GenAI is Transforming Data Access in Asset Management, July 16
  7. MFDF webinar - M&A and Consolidation in Asset Management, July 16
  8. MFDF webinar - ETF Conversions, July 17
  9. MFDF Director Discussion Series - Open Forum (New York), July 22
  10. MFDF Ask Anything webinar - AI Edition, July 24
  11. MFDF webinar - Use of Derivatives by RICs, July 29
  12. MFDF Director Discussion Series - Open Forum (Columbus, Ohio), August 20
  13. Samfund Soiree Boston 2025, August 21
  14. MFDF webinar - The Audit Committee Chair's Guide to Balancing Duties and Emerging Issues, September 3
  15. ICI ETF Conference, Sep 8-10
  16. Nicsa webinar - Reimagining Reconciliation: AI, Regulation, and Capital Markets Transformation, September 10
  17. MFDF webinar - Series Trust Funds - Compliance and Board Reporting, September 10
  18. MFDF In Focus - Board Oversight of DEI in Current Landscape, September 11
  19. MFDF webinar - MFDF 15(c) White Paper Webinar Series: Part 4 – Enforcement Action Takeaways, September 16
  20. MFDF webinar - Latest in Closed-End Funds Litigations, September 23
  21. MFDF webinar - Fixed Income Insights: Navigating Market Trends & Opportunities, September 24
  22. MFDF webinar - Risk Management Essentials for RICs and Boards, September 29
  23. MFDF webinar - Diligent - Tools for Fund Board Book, October 1
  24. 10th annual Fuse Forum, October 8
  25. MFDF webinar - Essential Strategies in Board Oversight of Operational Risk Management, October 14
  26. 2025 MMI Annual Conference, Oct 15-17




©All rights reserved to InvestmentWires, Inc. 1997-2025
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use