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Branded Presences on Social Sites Cannot Exist in Silos

By Jesse Mark

Asset managers continue to adopt social media and create branded presences on sites like twitter, Facebook, LinkedIn, YouTube, and company blogs. These dynamic, content rich digital channels present enormous potential to engage with and listen to valuable clients and prospects.

But these online capabilities must be seamlessly integrated so that advisors can access all information from an asset manager easily from any of the firm's online pages. Branded presences on social sites cannot exist in silos. They must be highly integrated, provide intuitive and easy navigation to the firm's other online outlets, and most importantly, support the firm's overall digital strategy.

Here are five steps firms can take to integrate their social media efforts to drive increased engagement across all of their social media presences:

1. Provide links to firm's branded social media pages on public and advisor homepages.

2. Bring the social media discussion to the website with a live Facebook or twitter stream.

PUTNAM'S ADVISOR SITE HOMEPAGE

3. Create Facebook tabs to showcase firm's other social feeds like YouTube and twitter.

AMERICAN CENTURY'S FACEBOOK PAGE & TABS

4. Use the twitter bio as an opportunity to link to the firm's website, blog, or other social outlets.

iSHARES TWITTER BIO

5. Brand firm's YouTube page with recognizable firm icons, background, and imagery, and offer advisors the ability to connect on the firm's other outlets.

OPPENHEIMER FUNDS' YOUTUBE CHANNEL

In preparation for our upcoming e-Business report on social media leaders in asset management and insurance, we will continue to review and evaluate best practices on company blogs, twitter, Facebook, LinkedIn, and YouTube. If you are an e-Business executive or Social Media Manager, we welcome you to participate in our research by taking this short survey. Survey participants will receive complimentary research and a summary of findings.