#SocialMediaStudies

III. Client engagement

Our interviews clearly show that engaging clients on social media is the number one objective and that themost successful companies are not those who simply push out press releases, but those who are able to provide timely and insightful information and to adapt their messages to new channels of communication. “Social Media is a powerful tool if used properly,” said T. Rowe Price, “community engagement is our main goal.” As illustrated in Figure 3 below, asset management groups are not only providing their audience on social media with information regarding market and economic trends, but also offering education to help thembecome successful investors.

Recruitment and Corporate Information were identified as secondary topics, featuring considerably less.

US players put much greater emphasis on investor education The radar chart below provides a breakdown of the total number of social media accounts by the topics discussed and displays global usage and is split by region. From Figure 4, we can see that, although the US and European asset manage- ment companies’ usage is similar for most activities, US asset management firms dedicate far more of their efforts to inves- tor education than their European counterparts do.

Figure 4 Breakdown of the total number of accounts by type of content

Figure 3 Main topics discussed by Asset Managers on Social Media

Information

Corporate Information; 8%

Product/Market

Product/Market Information; 44%

Recruitment; 14%

60%

50%

Corporate

40%

30%

20%

10%

Recruitment

0 %

Information

Total US Europe

Investor Education; 34%

Investor

Main topics

Education

Source: CACEIS/PwC Asset Management Company Benchmarking on Social Media 2013

Source: CACEIS/PwC Asset Management Company Benchmarking on Social Media 2013

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