The rise of social media platforms like LinkedIn and Twitter has been unprecedented over the last couple of years. LinkedIn now has some 313 million users and in Q2 2014 its revenues rose by 47 per cent to USD534m reported the Wall Street Journal on 31 July 2014.
McKinsey estimates that there is a GBP772bn opportunity for business to use social media.
All of us use social media in one form or another but when it comes to applying it to the workplace, the asset management industry has remained largely apathetic. This would appear to stem from a fear of falling foul of compliance in what has become a tightly regulated market.
One of the pillars of any asset manager’s marketing strategy today should include social media but it’s important to understand the potential roadblocks. This prompted SEI recently to publish a brief on the subject entitled “Stepping in to Social Media”, in which eight tips and considerations are presented for investment managers.
“I think it’s true to say that all asset managers have been reluctant to get into social media. From a compliance perspective, there’s a lot less control over the way information is broadcast and who you, as a firm, are communicating with,” says Lori White (pictured), Marketing Regulation Counsel, SEI. “The reluctance has largely been from compliance officers as they look to get comfortable complying with existing regulation.”
The Financial Industry Regulatory Authority, Inc. (FINRA) published more substantial guidance recently and the Financial Conduct Authority (FCA) in August this year established the Social Media Charter in light of the fact that 71 per cent of employees at financial firms had breached their firms’ social media policies.