Asset managers failing online/social connectivity

Research by Peregrine Communications suggests that many asset management firms are failing to connect sufficiently with their customers online and via social networks.

In its inaugural Online but off-message? study, the PR firm looked at how 100 managers across the UK, US and Europe engaged with investors via their websites, Facebook, LinkedIn, Twitter and YouTube. What the study found was that the average manager scored lowly because of a focus on company news rather than posting engaging educational content, that they rely on generic language to describe their businesses, and are ignoring video as a tool to attract investor interest.

Meanwhile, there is evidence that an increasing number of managers are making appointments to ‘head of Content’ roles in addition to more traditional head of Marketing roles, to boost their digital presence, Peregrine says.

Among the key findings of the study are:

  • LinkedIn was the most popular social media outlet
  • Twitter was the outlet used to post most frequently
  • YouTube had the highest level of investor engagement
  • Educational content was found to be the most cost effective way to engage investors via social media
  • 27% of websites featured engaging and varied content
  • Only 4% of websites had video integrated throughout
  • The top ten most popular words used by asset managers to describe their business include: global (34%), long-term (32%), innovative (24%), leading (20%), experience (13%), independent (13%), expertise (12%), diversity (11%), values (11%), responsible (10%).

Anthony Payne, chief executive, said: “We believe it is time for the investment sector to catch-up with the general, consumer-facing financial services industry by embracing social media and digital content. It is interesting that firms’ size and heritage played a minor role in their overall ranking: digital outlets represent a level playing field on which all types of manager can compete. However, the catch-cry of heads of marketing and content should be ‘use it or lose it’; if a manager has an existing digital presence, it should either be maximizing or abandoning it – not letting it languish.”

To view the full report click here:


The five best performers

ManagerAUMFoundationTotal Score (out of 43)Rank
BNP Paribas$588bn2000341
JP Morgan$1.8trn2000341
Fidelity Investments$2trn1946332
Jonathan Boyd
Editorial Director of Open Door Media Publishing Ltd, and Editor of InvestmentEurope. Jonathan has over two decades of media experience in Japan, Australia, Canada and the UK. Over the past 17 years he has been based in London writing about funds and investments. From editing the newsletter of the Swedish Chamber of Commerce in Japan in the 1990s he now focuses on Nordic markets for InvestmentEurope. Jonathan was awarded Editor of the Year at the Professional Publishers Association (PPA) Independent Publisher Awards 2017. Shortlisted for the same in 2016, he was also shortlisted in 2017 and 2015 for the broader PPA Awards category Editor of the Year (Business Media).

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