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Janney Reports Big Jump in Advisors' Use of Social Media, Texts

By Jeff Berman By Janet Levaux

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Janney Montgomery Scott says its 850 advisors have taken significant steps to connect more with clients digitally during the pandemic.

Specifically, the broker-dealer’s advisors shared more than 45,000 posts on social media in the first half of the year using the firm’s digital marketing hub, which includes Hearsay Systems’ compliant communications tools.

In addition, Janney advisors doubled the level of text message sent to clients and increased the number of messages sent on the Hearsay platform by 50% from March 1 to June 30 vs. the four prior months.

“With so much market turmoil recently, Hearsay Relate [compliant texting] has become invaluable,” said Chris Johnson, assistant vice president of Advisor Marketing and Communication at Janney, in a statement. 

“Advisors are able to build stronger relationships, and clients are able to quickly and easily communicate with advisors through their preferred contact method,” Johnson explained.

More Virtual Activities

These tech resources have also proven important as advisors host more meetings and seminars online, according to the two firms. For instance, the Janney advisors use a promotional tool for texting to remind clients about online education events and meetings, as well as follow up.

In addition, their websites are connected to Hearsay’s platform and can be easily updated and tailored for the advisors’ practices, according to Janney. The two firms also worked together to redesign the online portal for advisors’ investor clients.

Janney advisors have used  Hearsay Social tools since 2014 and Hearsay Relate compliant texting since 2018. They worked with close to $100 billion in total client assets as of Sept. 30.

“We’ve seen our branches use their Hearsay Social and Hearsay Sites digital tools to create new marketing playbooks, as many of their traditional community engagement efforts aren’t possible in the current environment,” said Karen Shakoske, Janney’s senior vice president of Marketing Communications, in a statement. 

“In addition, branch offices are using their local websites, our online client portal, and social media platforms to communicate on market movements, share educational events, or, in one case, to offer executive access to Janney’s leaders to provide reassurance on the firm’s strong financial position,” Shakoske added. 

Jeff Berman

Janet Levaux

@Think_JanetL