Social Media 101: The Asset Manager Edition

Details: 16 Jan

In the rapidly evolving digital landscape of 2025, asset managers must adapt their social media strategies to effectively engage with clients and prospects.

While kicking off a social media program may seem daunting – it’s time to make the leap.

The benefits of a social media strategy far outweigh the drawbacks for most asset managers, and compliance barriers, once believed to be insurmountable, get easier to navigate every day.

Top 3 benefits of social media

Connection:

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.

Check with your compliance officer – if you’re not allowed to engage in conversation on social media that doesn’t mean it’s not worth the effort.

Consider at a minimum, building company pages with links to resources on LinkedIn – add Twitter and Facebook if you’ve got the appetite.

Access:

Investors feel like they have more personal and direct access to your firm.

Even if compliance constraints prohibit direct interaction on social media platforms, take advantage of the opportunity to share content and build out your company page.a persona that feels approachable and knowledgeable.

Distribution:

Social media provides asset managers with easily accessible platforms for press releases, white papers, educational pieces, cross-posted blog entries, market commentaries and more.

Getting started

Ready to start your social media campaign but 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 (virtual for now) relevant to your audience - create a hashtag, build excitement and cross post. Live tweet during the event and provide a debrief and summary 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. Asset managers are using any combination of the popular platforms. Some are on all platforms, some on a few, and some only one. Choose the platform(s) that works best for you:

Blogs, Facebook, Instagram, LinkedIn, TikTok, Twitter, YouTube

Decided which platforms are right for you? Make sure to follow best practices to get the most from your efforts.

Facebook

Community Building: Create groups or pages to foster discussions and share educational content.
Event Promotion: Utilize Facebook Events to promote webinars, conferences, or other engagements.
- TIPS
  - 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

Instagram

Visual Storytelling: Use high-quality images and videos to showcase company culture and client success stories.
Instagram Reels: Create short, engaging videos to highlight services or share quick financial tips.
Community Engagement: Interact with followers through comments and polls to foster a sense of community.
- TIPS
  - Visual appeal - use high quality images
  - Simplicity - keep captions precise using 1-3 relevant hashtags
  - Authenticity - Showcase company culture, employee spotlights, behind-the-scenes etc., to humanize your brand

Linked In

Professional Networking: Maintain an active presence to connect with industry peers and potential clients.
Thought Leadership: Share insightful articles and market analyses to position your firm as an industry authority.
Employee Advocacy: Encourage team members to share company content, expanding reach and building trust.

- TIPS
  - Keep your page up-to-date and complete
  - Publish relevant content
  - Consider promoting content
  - Utilize personal pages of key firm members to share content or post articles

Tik Tok

Educational Content: Produce short videos explaining financial concepts or offering investment tips.
Trend Participation: Engage with trending challenges or sounds, adapting them to your niche to increase visibility.
Authenticity: Showcase the human side of your firm to build relatability and trust.
- TIPS
  - Get to know your audience and Tik Tok community
  - Adapt current trends for your content
  - Keep it short
  - Be authentic

Twitter

Real-Time Updates: Provide timely market commentary and firm news to keep followers informed.
Engagement: Participate in industry discussions and respond to relevant trending topics.
- TIPS
  - Tweet daily, multiple tweets per day if possible
  - Easy on the hashtags – 1-2 per tweet is plenty
  - Use visuals or videos whenever possible
  - Best times for businesses to tweet? During the general business hours of 9 - 5.
  - Tweets should be 80% conversation, 20% promotion

YouTube

Long-Form Content: Develop in-depth videos like webinars or interviews with industry experts.
SEO Optimization: Use relevant keywords in titles and descriptions to improve searchability.
Consistent Posting: Maintain a regular upload schedule to keep your audience engaged.
- TIPS

- - 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

Blog

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

Content Marketing and Influencer Management

Strategic Partnerships: Collaborate with influencers to expand reach and credibility.
Data-Driven Optimization: Utilize analytics to refine content strategies and improve engagement.
Authority Building: Combine strategic content creation with influencer partnerships to establish authority and drive growth.

General Best Practices

Compliance: Ensure all content adheres to industry regulations to maintain credibility.
Analytics Monitoring: Regularly review performance metrics to refine your strategy.
Cross-Platform Consistency: Maintain a cohesive brand voice and visual identity across all platforms.

Before you jump in, make sure:

To check with compliance - we've said it before and we're going to keep saying it!
Your posts won’t offend anyone
You’re driving traffic to your website across all platforms

Need help? We're here for you - let's talk!