In its poll of 400 U.S. advisers, Accenture found that about 48% of financial advisers communicate daily with clients via social networks such as Facebook, Twitter and LinkedIn. Roughly 59% of advisers said they use it to get answers to clients quickly, 58% use it to reach out more to referral sources and 58% use it to keep up-to-date on industry news.
Advisory firms’ social-media strategies need to focus on making digital interactions with clients more meaningful, said Alex Pigliucci, global managing director of Accenture Wealth and Asset Management Services, which provides consulting services to financial firms. For example, advisers need to pay better attention to what clients are posting, tweeting or otherwise putting out into the public domain, he said.
Related: Why Advisors Need LinkedIn