Publications

- October 1, 2020: Vol. 7, Number 9

Roundtable: How does your organization use social media?

by contributing executives

Susan Gerard, chief marketing officer, Moneta
Moneta posts industry, market and firm news on LinkedIn and Twitter. On Facebook and Instagram our posts speak to the culture of our organization, such as internal events and the firm's charitable foundation work. At the adviser level, we have a centralized compliance-approved library of firm, industry and lifestyle content for them to post on their own social media accounts, and those posts link back to our website news pages. We monitor reach, engagement and search trends. Advisers find our approach impactful with clients and prospects, and we've seen it resonate with employees and in recruitment efforts as well.

Stephen Colavito, managing director, CIO and chief market strategist, Lakeview Capital Partners
We have taken more of a focused approach in concentrating our social media mainly to LinkedIn. It allows the advisers the ability to craft a narrative about their business and their views on the economy, markets and client service. Personally, LinkedIn gives me the ability to publish the research I provide internally, which our advisers can forward through their network. I can also highlight excellent research that I see from some of my counterparts in the business. Our goal is to provide information and insight to clients and prospective clients that separates us from our competition. We have found that LinkedIn is useful in that campaign.

Stacy Murchison, chief marketing officer, Chevy Chase Trust
Our main goal with social media is to build brand awareness and in doing that, build trust. Since our current and future clients are made up of a relatively narrow target audience, using social platforms allows us to reach them directly. We can illustrate via video and text why and how Chevy Chase Trust is different from the competition. By showcasing our global thematic approach to investing, our people and community involvement, and a glimpse of what it looks like to be our client, the audience begins to feel like they know and understand us — essential elements of relationship building.

Jill Cockerham, senior vice president, marketing and communications, Wealthspire Advisors
We use social media to connect with our clients and others in our industry, sharing thought leadership that is inspired by the kinds of questions our clients are asking. We also work with advisers to help them understand what social media can do to build awareness of their work and help them build a dynamic network. An underrated benefit we see is how social media allows our team to connect with each other. Even though our advisers and associates work in 13 offices across the country, they can still manage to connect and engage in meaningful discussions.

Abby Salameh, chief marketing officer, Hightower Advisors
Hightower Advisors leverages social media in multiple ways. From the corporate standpoint, we use it to socialize our thought leadership through our blogs, share our media releases and highlighting our community of advisers. The goal is brand awareness, lead generation and building a strong community of followers to whom we can impart thought-provoking content such as practice management ideas and investment outlooks. We also use social media on a local level to work with each of our 111 advisory businesses, providing our advisers with content they can share with their clients, and even strategically planning paid advertising efforts to targeted niches. Social media has become and will be a mainstay of all of our marketing initiatives now and going forward.

Dean Dewey, senior vice president, Silvercrest Asset Management Group
Silvercrest does not currently use social media, as our publications primarily serve our existing clients rather than act as promotional marketing content. Our marketing exposure is intentionally minimal, as our most sustained success has been achieved through word-of-mouth referrals and nurturing personal relationships. We recognize, however, that social media has become increasingly important, especially to next-generation wealth. Any change in our approach to social media will be motivated by the benefit it can deliver to our clients and business.

Robert Armstrong, partner, Slate Asset Management
Social media is a valuable conduit to reach investors, property managers, tenants, colleagues and other stakeholders. At Slate, we embrace social media to tell the firm’s story, our strategic approach across business lines, and celebrated company culture. We demonstrate Slate’s thought leadership, amplify media coverage, tout individual achievements and publish content created by senior executives. Most recently, temporary remote work conditions further prompted us to utilize social to provide ongoing company updates and relevant news to our network. Social media has become pivotal to recruitment, allowing us to find candidates outside of areas where Slate would traditionally look for talent.

Allison Warner, chief marketing officer, Beacon Pointe Advisors
Social media can be an adviser’s personal search engine optimizer and reputation booster. What’s the first step? Someone — say, a prospective client — wants to learn more about you. They Google you. The first listings that appear in search results: robust engines like Facebook and LinkedIn. LinkedIn acts as your online CV/resume, and the content posts shared across social media profiles speak volumes to the relevancy of the adviser, the caliber of their expertise and their personal and community involvements. At Beacon Pointe, we leverage LinkedIn, Facebook, Twitter, Instagram and Pinterest to create a cohesive brand strategy at the firm level and at the individual adviser level — both are coordinated efforts that create synergistic results for each constituent.

 

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