Vanguard, Sun Life, iShares, Putnam and Franklin Templeton Investments are the five asset managers that makes the best use of social media, according to a recent report from kasina.
Only 26 percent of surveyed asset management and insurance firms have measurable objectives for the return on investment they get through social media, according to the report, which also concluded that three-quarters are missing opportunities to develop more effective social media campaigns and gain more firmwide participation.
The report, "Building a Competitive Social Media Competency," delves into how firms can align key business goals, such as promoting brand awareness, generating leads, retaining assets, and conducting market research, with strategies that reflect advisors’ social media behavior.
It also discusses how asset managers can use traditional marketing measurements to better evaluate and quantify the effectiveness of their social media efforts, along with suggested tools for doing so.
Kasina, a New York-based consultant and strategic advisor to the asset management industry, analyzed 57 asset managers and insurance firms’ social media efforts across major social platforms such as Facebook, Twitter, LinkedIn and YouTube. In addition, the company interviewed executives at 19 firms.