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

Manager AUM Foundation Total Score (out of 43) Rank
BNP Paribas $588bn 2000 34 1
JP Morgan $1.8trn 2000 34 1
Fidelity Investments $2trn 1946 33 2
Blackrock $4.6trn 1988 33 2
Aberdeen $421bn 1983 32 3
Jonathan Boyd
Editorial Director of Open Door Media Publishing Ltd, and Editor of InvestmentEurope.

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