Firms’ Tech Education Must Go Beyond Social Media: Corporate Insight

Within a firm’s technology education efforts, social media is the most common subject, sometimes to the extent that no others are discussed. Half of the firms that provide tips for advisors to improve their technology initiatives address topics other than social media. Those topics usually include mobile technology and email. Corporate Insight pointed to Allianz as an example of a firm that does a good job of explaining how advisors can use social media platforms and how to evaluate that part of their marketing campaigns. Putnam and iShares were also mentioned as firms with exemplary technology information that wasn’t limited to social media.

Naturally, compliance is top of mind for advisors using social media (although an August SEI Quick Poll found content, not compliance, was advisors’ No. 1 concern regarding social media use). Some firms, especially Lord Abbett, are explicit in rules regarding social media, including suggestions for technology solutions to help stay compliant.

Corporate Insight listed some best practices for firms to make the most of their technology and social media educational resources:

1. Centralize and promote resources so they’re easy to find.
2. Provide concrete, practical steps.
3. In addition to social media, include information on mobile technology, webinars and effective email strategy.
4. Keep all your communications consistent, regardless of subject.
5. Blogs are an effective way to include advisors in the conversation and keep current.