Financial Advisors Receive Mediocre Results from Their Social Networking Efforts

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Phoenix Marketing International, one of the top research companies in the U.S., has announced the addition of a social networking module to its syndicated programs conducted at least monthly across the financial services industry in Canada, Europe, the UK and the US.

Recent findings show that over half (58%) of surveyed financial advisors utilize social networking in their advisory business and about one-quarter of these adopters do so primarily to either acquire new clients or to enhance client relationships.

Other primary goals for their use of social networking include 'promoting myself or my firm (15%)', for 'professional networking (13%)', and for 'interacting with asset managers on their fund offerings and performance (9%)'.

Conducted among financial advisors in the US this month, the new Phoenix social media module answers:

To what extent have financial advisors (FAs) adopted social networking for their advisory business and does adoption vary by FAs’ role, $AUM, annual production, tenure, age, or gender ?

Which devices and social networking platforms are used by FAs in their advisory business ?

What are the obstacles and concerns for integrating social networking as a business practice and to what extent are FAs governed by a social networking policy or guidelines ?

What are the most important purposes for which FAs use social networking ?

Are there unmet business needs for which FAs look to social networking and which social networking platforms are most likely to have increased usage in the near term ?

What are the most important business goals FAs anticipate for social networking and what is the value (ROI) they have realized from social networking for achieving each goal ? Plus, reasons why social networking did (did not) contribute to achieving each goal ?

Perceived success specific asset management firms have with utilizing social networking for the benefit of their relationship with FAs and the purposes for which social networking would enhance interaction with leading asset managers ?

Content FAs would like to receive from asset managers via social networking ?

Starting in 2005, Phoenix has provided its clients with competitive insights on the attitudes and behaviors of affluent individual investors and financial advisors, plus summary performance metrics on how these key players in the financial services industry assess specific brokerage firms and their ROI from multi-media brand advertising. A summary report on how 200 FAs utilize social networking, their perceived ROI for achieving several business goals, and how well specific asset managers are adapting social networking for providing information to FAs is available for purchase. This same report is included free of charge to subscribers of the semi-annual FA study.

image: © West McGowan

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