“The public perceives [the financial services industry] like we’re out there to get them,” explained Sun. “I knew that personality wise that wasn’t me and I knew my clients didn’t feel that way about me. … I needed to get the word out that I was available to handle [their] wealth.”

Over time, Sun built her own tweet chat by posing 16 questions for her friends and clients, some of who had large followings, to retweet and answer. Sun’s tweet chats feature expert panelist who fit certain financial topics such as author and radio personality Marsha Collier who writes the For Dummies series.

Artificial Intelligence (A.I.)

To meet clients where they are, TD Ameritrade launched an upgraded Twitter Direct Message chatbot for investors.

The broker-dealer subsidiary of TD Ameritrade Holding Corporation that has 106,000 Twitter followers announced in February that it is using artificial intelligence paired with live customer support to provide clients with financial market updates, education, social sentiment, and research and trading in Twitter Direct Message (a Twitter’s private chat feature).

TD Ameritrade clients had already had access to the firm through Twitter and other technology like Facebook Messenger and Amazon Alexa. However, this additional service marks TD Ameritrade’s effort to better connect with consumers and offer more convenience to clients.

“Twitter is a platform that investors are already using to chat with us and get breaking news that can impact the markets, especially during busy times like these,” said Sunaya Tuteja, TD Ameritrade’s director of emerging tech and innovation, in the company’s release. “Now, we’re taking their experience to a whole new level, further helping investors gather news, do their research, get real-time quotes, and take action — all without leaving the Twitter Direct Message platform.”

TD Ameritrade clients are able to access their TD Ameritrade accounts through the Twitter DM platform. According to communications representative, Christina Goethe, the new service provides information and access without making clients leave the Twitter platform.

Leveraging Positive Employee Sentiment To Support The Brand

“Twitter has been an interesting platform and experienced a variety of changes and uses over the years,” said Sheryl Brown, the director of social media development at Sigma Financial Corp./Parkland Securities, and a speaker at FA's Invest In Women conference.