SOCIALMEDIASTUDIES 2016

Social media channels are used to disseminate a varied array of content such as investor educational materials, product updates and market and corporate information, but recruit- ment and investor education are the most common subjects today. RECRUITMENT AND INVESTOR EDUCATION ARE THE MOST POPULAR TOPICS ON SOCIAL MEDIA

For recruitment, LinkedIn is, not surprisingly, the most used platform. However, our asset management groups sample continues to use Facebook to communicate corporate infor- mation. For investor education content, YouTube remains a must (see figure 10).

FIGURE 10

MAIN TOPICS ON SOCIAL MEDIA BY PLATFORM

% Asset Managers active on Social Media - Facebook

% Asset Managers active on Social Media - LinkedIn

Corporate information Recruitment Investor Education Product / Market information Corporate information Recruitment Corporate information Recruitment Investor Education Product / Market information Investor Education Product / Market information Corporate information Recruitment

71% Investor Education Product / Market information Corporate information Recruitment 71% Corporate information Recruitment 17% 34% 71% Investor Education Product / Market information Investor Education Product / Market information Corporate information Recruitment 64% Corporate information Recruitment 34% 64% 9% 71% 71% 17% 64% 9%

Corporate information Recruitment Investor Education* Product / Market information 71% 71% 17% 34% Corporate information Recruitment Investor Education* Product / Market information 71% 71% 17% 34% Product / Market information 64% Corporate information Recruitment Investor Education 71% 64% 9% Corporate information Recruitment Investor Education 71% 64% 9%

32% Corporate information Recruitment Investor Education* Product / Market information Corporate information Recruitment Investor Education* Product / Market information 39% 62% 46% Corporate information Recruitment Investor Education 32% 62% Corporate information Recruitment Investor Education 34% Product / Market information 39% 46% 34%

39%

100%

100%

62%

32%

39%

100%

100%

46%

62%

34% 32%

100%

100%

% Asset Managers active on Social Media - Twitter

% Asset Managers active on Social Media - YouTube

95%

95%

46%

34%

Investor Education Product / Market information

71% Investor Education Product / Market information 64%

100%

100%

Product / Market information 64%

Product / Market information

95%

95%

*Of which 21% active recruitment. The active recruitment category regroups Asset Managers who use the Job Post function for LinkedIn. This feature enables them to advertise their job posting, track applicants, and target candidates with the right skills and experience.

Source: PwC Market Research Centre

28