Twitter Training - Financial Services 8_2015

Twitter Training
by Robeen Frank
July 2015
1

created by Robeen Frank robeenf@gmail.com
Twitter Training
• Setting Up a Profile,
• Creating a Content Strategy,
• and Maximizing Awareness and Engagement
2

What is Twitter
• Twitter is an immensely powerful platform for disseminating
content and engaging with customers and prospects
• The real power lies in the fact that your tweets, conversations
and content can be amplified by orders of magnitude across
the Twittersphere – which can help increase your brand
awareness, thought leadership, trust, and authority
3

How Small/Medium Businesses Use
Twitter
!
• Develop and promote your brand Interact with your
customer base
• Track what people are saying about your company and
brand
• Create buzz around upcoming events
• Help individual employees act as liaisons to the public
• Promote other content you‘ve created, including
webinars, blog posts or podcasts
• Develop direct relationships with bloggers and
journalists for potential pr placement
• Generate sales leads for your business
4

Fun Twitter Stats
• More than 50 million in the past year to reach 270 million active users.
• In 2013, Twitter generated $716 million in Auto Sales. The best returns were on luxury
model cars. For every $1 invested in Twitter marketing, luxury car brands saw a return
of $17.80. That’s a return of 1,780%.
• Over 300 billion tweets have been shared since the network launched. 0.01% of these
(32 million) were shared during the 2014 World Cup final. This is more tweets than were
shared during any other single event, including the Superbowl.
• By 2015, 1/5 of internet users in the US are expected to have Twitter accounts. This
figure has grown from 15.2% in 2012, and is set to rise to 24.2% by 2018.
• Katy Perry (60 million) and Justin Bieber (57 million) each have more Twitter followers
than Barack Obama (50 million). Lady Gaga is 6th in the world with 43 million followers,
ahead of Britney Spears at 39.5 million.
• The average Twitter user follows five or more businesses. Over a third (37%) of Twitter
users will buy from a brand they follow.
• Mobile users are more active on Twitter than desktop users. People with Twitter on their
smartphone are 79% more likely to access Twitter several times a day. They’re also
twice as likely to use Twitter the moment they wake up.
• Americans love to Tweet about what they’re watching. Between January and April 2014,
17 million Americans shared tweets about a TV show. In total during this period, over
361 million tweets were shared about TV.
5

YouTube is the most popular brand
on Twitter
• YouTube has 46.5 million followers
• They’re ahead of Instagram (36 million followers) and Twitter (33
million followers). Facebook has just 14 million Twitter followers, less
than the New York Times
6

Twitter
• Twitter is a useful communication tool that allows you to
interact with people around the world in three different ways:
▫ Send a short message to a bunch of people publicly
▫ Send a short message to a specific person publicly
▫ Send a short message to a specific person privately
• Twitter is also referred to as a “micro-blogging” service,
meaning you can post 
short updates limited to 140 characters or fewer
▫ Originally, this character limitation was implemented to
make twitter compatible with mobile phones and text
messaging
▫ Now, it’s a useful characteristic that allows users to receive
rapid-fire, concise information from many, many people!
7

Some Definitions
8

When you follow someone, their
updates will be displayed on your
twitter homepage
9

Follow me back!
10

Follower
11

Status Update
12

@Reply
13

Direct Message
14

Twitter Stream
15

Tweet-Up
16

Retweet
17

Twitter Lists
18

Trending Topics
19

Promoted Tweets
20

Twitter is a Relationship Building
Tool
21

Sign up for Twitter
• Do you want a company or personal account?
22

Company Account
• Represents your company as a whole
• Use this type of account to:
▫ Keep your customer base up-to-date on your events
▫ Promote recent blog articles or news
▫ Update your consumers about products/services
▫ Give real-time updates at conferences and events
▫ Offer customer service and support
23

Personal Account
• A personal account used by an individual.
• This account type is more personalized and is better for
direct relationship building.
• Use this type of account to:
▫ Act as a liaison to the public for your company
▫ Update people on what you‘re working on
▫ Share tidbits about your personality
▫ Expand your network and make connections
24

Before You Start - Research the
Competition
!
▫ Look at what your competitors and colleagues are doing on Twitter
▫ There is likely a similar blogger, freelancer, entrepreneur, local business,
or any-sized business already out there taking advantage of Twitter
▫ You can find them by visiting their websites or using directories to search
for Twitter users in a specific industry
●Twellow
●Wefollow
▫ Be sure to find the best examples to follow
●If you’re a new eCommerce store, and you’re just getting started with
Twitter, then look for other eCommerce stores that have an awesome
Twitter presence
●Watch what they do and note what seems to get a good response and
what doesn’t. For example, does mentioning a limited, one day sale
get a lot of replies and retweets? Or, is it when they post pictures of
their products?
25

Choose Your Twitter Handle
Carefully
26

Personalize Your Profile
• You should personalize your account before you
begin interacting with and following people
• Before you add your information, your account
will look inactive -- and if you start following
people without a personalized profile, your
chances of being followed back will decrease
dramatically
• Others may mistake you for a spammer - not
what you want!
27

Custom Background
• When someone comes to your Twitter profile for the first time, they should
see a great design that reflects your brand
• WePay tells us the three things they want us to know about their product
• They keep it simple and don’t bloat the background
28

Netflix
• Netflix shows dramatic photos letting us know
when they will release the latest season of
House of Cards.
29

Acer
• Acer shows us a few of their products.
30

Eye-Catching Header Photo
• If people are viewing your profile for the first
time, they’re going to check out your profile
photo
• By extension, they’ll also look at the header
photo. Pick something that describes your brand
or displays something you’re trying to promote
31

CNN
• CNN showcases their upcoming documentary
• The image and name give us an idea of the subject of the
documentary, and they let us know when the documentary will be
airing
32

Wistia
• Wistia shows the people behind the company.
33

Charity Water
• Charity Water shows us what their organization
is about - providing clean water
34

Beats by Dre
• Beats by Dre showcases their bread and butter
35

Write a Concise and Descriptive Bio
• You get only 160 characters to describe yourself
and what people will get when they follow you
on Twitter
• Make it interesting and convincing!
36

Profile Picture
• I recommend using your logo as the profile
picture
• This is another reason it’s so important to have
a quality logo
• Keep in mind that people associate emotions
with logos
• So, if you tweet too much or tweet annoying,
mindless comments, then that reflects on
your logo and by extension your brand
37

Populate Some Great Tweets
• When people are deciding whether to follow you, chances are
they will base their decision on your most recent tweets
• If you visit your profile, you’ll see your last fifteen tweets (at
least)
• Make sure they all don’t look the same
• Retweet others (to get a mix of logos and variety), add
pictures to tweets, and do a blend of sharing links and sole
text updates
• Avoid syncing your Facebook status updates with your Twitter
• If you are going to do this with every tweet, it’s probably
better to just use Facebook
• In the ideal scenario, write your status updates on Facebook
(where you’ll be able to write more), and then write a separate
message on Twitter
38

Andrew Weil M.D. - Facebook and
Twitter Posts
39

Tweets with Photos and Videos
• Every Twitter profile shows the most recently
posted images and videos, which also show on
the official Twitter mobile app
• People’s eyes are drawn toward photos, so one
of the first things someone sees when viewing a
profile is the pictures and videos section
• It is important to tweet images and videos that
followers will find valuable
40

Charity:Water
• Here charity:water shows the mission of their
charity – providing access to clean water.
41

Vice
• Vice shows pictures of their latest stories as
well as pictures of what’s happening in the
world
42

Inc.
• “Inc.” shares entrepreneurial quotes as well as
covers of their latest issues.
43

Tweeting Advice
• Be authentic – Twitter is SOCIAL, not promotional
• Don’t Tweet unless you’re certain it will make
your follower’s day
• How often? See above
• 30-50% of your Tweets should have pics (and pics
can be graphics)
• Study competitors – don’t steal, but mimic the
best behaviors
• Use analytics to create an improvement
feedback loop
44

Twitter Stats to Help You Reach
More Followers
• Twitter engagement for brands is 17% higher on weekends
• Tweets with links get 2X the engagement rate than those without
• Tweets with less than 100 characters get 17% more engagement
• Twitter’s fastest growing demographic is 55–64 year-olds
• Tweets with hashtags get 2x more engagement
• 66% of user-generated tweets that mention brands come from
mobile users
• Twitter users who mostly use a mobile device are 181% more likely
to be on Twitter during their commute
• Amplifiers are 122% more likely to send direct messages
• Your tweets have a 12x higher chance of being retweeted if you ask
for it, and 23x higher if you actually spell out the word “retweet”
• Tweets that include links are 86% more likely to be retweeted
45

Action Words Get Results in Your
Twitter Posts
46

Tips For Engaging on Twitter
!
• Be patient - it takes time to build your Twitter network and organic
growth is best
• Remember twitter is a two way conversation — you need to answer as
much as you ask but most importantly share, share, share
• Participate and say something - don’t always expect people to always
answer, as it depends on how many you follow and what you’re asking
• Get involved in the conversation - don’t be afraid to reply and if you
don’t get a response back, don’t be offended
• Learn the twitter language and how to use it well i.e. @, DM, #, hashtags,
RT
• Use a twitter client where possible and not the web interface
• Avoid using up all 140 characters as it makes Retweeting harder
• Remember online is forever - if you didn’t want it online don’t say it in
the first place
• Think about how what you say reflects on how people visualize you
47

Finding Targeted Followers
• After you have your profile set up, and you have some great
tweets, your next goal will be to gain followers
• While there are lots of ways to get just any followers, the key
is to get targeted followers who are interested in your industry
• It is better to have 300 engaged followers than 3,000
unengaged followers
• While it is not only about numbers, there is something to be
said for having a good follower count showing on your profile
• With a new Twitter account start by finding people who have a
follow-back policy in place, usually implemented by an online
application
• Basically, you will be looking for people who have close to a
1:1 ratio of followers to following
48

Great Places to Find Followers
• Twitter Counter - enter in your keyword and you will see users with their
following and follower counts
• Connect Twitter Counter with your Twitter account and follow those users
directly from the search results
49

Who Do Your Followers Follow
• You can find great people to follow from looking
at people your followers are following
• Once you begin receiving updates from a
handful of people, watch to see whom those
people chat with by looking at @replies - then
look at the bios/stream and decide if they
would be good to follow
50

Mine Twitter Lists
• Look at the lists that your followers have
• Look at the lists of influencers, bloggers, and media - and
the lists they are on
51

Other Ideas
• Look at your favorite bloggers and follow them
• Collect people’s Twitter names at events - write
down their usernames and follow them later -
or even better, use the twitter mobile app/
Hootsuite
• Follow Hashtags (#) at events once you begin
receiving updates from a handful of people,
watch to see whom those people chat with by
looking at @ replies
52

Twellow
• Follow users by category
53

View User Profiles for More Info
• Each user has a
Twellow profile page
where you can see
their preferences for
following, their
extended bio, location,
chosen categories, as
well as their other
social network pages
• You can follow or
unfollow them on
Twitter via their
profile or even Tweet!
54

Add Your Twitter Profile
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WeFollow : Search By Interest
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Follow Influential Tweeters and
Add Yourself
57

Tweet Adder - Twitter Management Tool
• TweetAdder finds and follows new users regularly based on your customized searches
• It also unfollows people who do not follow you back within a specified time frame.
• Powerful follower searches help you create very tight, focused keyword searches
within a user’s biography and tweets
• People who come up in these results are likely interested in following you back
• Useful for someone who is targeting a local business, industry influencers, or just
needing more fans
58

Following Don’ts
• Don’t follow too many people at once
• A best practice is to follow no more than 25-50 people a day,
because there will be a time gap between following people and
when they follow you back
▫ If your profile says you are following 2,000 people and only 30
followers have followed you back so far, it appears that 1,970 of
the people you followed chose not to follow you back
▫ This unfavorable ratio won‘t help boost your credibility and may
negatively affect people‘s decisions to follow you
▫ Give your followers some time to follow you back before finding
a new batch of people to add to your network
• Don’t follow hundreds of people at once
▫ Although many people do this in order to have a “valuable
ratio” (or more followers than people you‘re following), it’s
artificial network building and not a best practice
59

Get Followers From Your Website/
Other Social Profiles
• If you have a website, blog, email newsletter, or other way to share links with others
online - add your Twitter link to everything, down to your email signature, forum
signature, and even other social profiles (such as Facebook)
• This way, people who already are connecting with you online can find you easily on Twitter
• Place “follow” buttons on your blog and various pages of your website.
60

Tweet Button
• Twitter’s Tweet button
allows you to put a tweet
button on each of your
blog posts to make it
easier for visitors to
share those posts with
their followers
• When you create the
button, you can put in a
Twitter account to
recommend after
someone shares your post
61

Tweet Button
• This button will appear only if the person who tweeted
the link is not following the specified account
• This example uses @motortrend - since I do not follow
@motortrend, it shows after I tweet the link:
62

Direct Messages
• Twitter users have a love hate relationship with direct messages, as many of the
ones sent seem like spam
• As you follow others, you will see examples of good and bad direct messages
• The bad ones are those that are pitching a product or service right off the bat
and trying to get you to opt-in to their mailing list
• Think of your direct message as a way to go above and beyond to connect with a
new follower - simply thank them for following you, or ask what they would like to
learn from you on Twitter
• Personalize each DM to your new followers
• When you start getting dozens of new followers daily, it becomes a a productivity
issue
• Free services such as Social Oomph let you register your Twitter account and send
your new followers a direct message automatically.
▫ My suggestion here is to remember not to pitch your new followers off the bat
and ALWAYS try to reply personally to them if they respond to your message.
• Don’t worry if they don’t reply.- the payoff of sending a DM and getting a response is
greater than any damage you can do by sending a DM to someone who doesn’t reply
63

Make Your Tweets Unique,
Relevant, and Helpful
• Make your tweets useful resources so people
need you
• People will want to follow you if they think
they’ll get value from your tweets
• Be sure to avoid making your twitter account a
purely promotional tool
• Would you subscribe to a newsletter if it didn‘t
have anything useful to say?
64

Interact With Potential Followers
• Interact with those people you follow who don’t
yet follow you back
• Make sure to monitor your Twitter stream and
comment on what other people are saying
▫ Give feedback; compliment people.
▫ The key is to engage - this will give them
incentive to follow you back
65

Avoid Putting @USER in the
Beginning of Your Tweets
• To make your tweets as visible as possible, avoid putting @user in
the very beginning of your tweet
• This will make your tweet viewable only in the Twitter streams
of people who follow you and the user to whom you‘re tweeting
• When you put @user within your tweet, Twitter knows who to send
it to
• This type of tweet is also called a reply or @reply (pronounced
“at reply”)
• All of the @replies you receive will go into your @connections
tab across the main twitter navigation
• Anytime you put an @ in front of someone’s username, it
automatically becomes a link to that person’s profile
• This feature makes it easy for you to easily visit those users’
profiles and engage with them as well
66

Twitter Searches
• Twitter searches are very powerful in the sense that you can
monitor any tweets, including those for a particular keyword
• For example, if you sell auto accessories, you can set up a
Twitter search in HootSuite for the keywords “best muffler?” to
watch for anyone tweeting a question related to finding the
best muffler
• If you run a food blog, you can set up a search for “cookie
recipe?” to watch for anyone asking for a cookie recipe
• In both cases, you can reply from @username to the person and
share a link to your website where you have information that
answers their question
• You also can use advanced Twitter search to get even more
detailed with your searches, such as someone who tweets a
specific keyword within 15 miles of a particular area code
67

Create Your Own Twitter Lists
• Twitter lists allow you to add people (up to 5,000) to
particular lists to help you monitor those users
• This is a great way to monitor thought leaders in your
industry
• You do not have to follow these people to have them on
one of your lists.
• You can create lists easily in HootSuite by adding a new
column to one of your tabs, creating a new list, and
adding users to the list
• Follow them to learn what topics are most important in
your industry, retweet their posts, and respond to them
when they have questions in order to get on their radar
68

Monitor Your Business and Brand
• You can use HootSuite to monitor mentions of your business, brand, website,
blog, or products by creating keyword searches for those names
• This way, you can thank those who praise you, as well as respond quickly to
those who might have customer service issues or other negative commentary
69

Attach to a Trending Topic or
#Hashtag
• One way to spread your Twitter message beyond your own followers
is to attach it to a currently popular hashtag (#keyword) or topic
• The top 10 most popular hashtags are listed on the left sidebar of
your Twitter homepage
• You can change it to show worldwide trends, trends specific to a
particular country, or even tailored trends
• If there is a trend or hashtag that you can jump on board with, your
tweet will be seen by anyone following the topic
• This is a great way to promote relevant blog posts and content
that will drive new traffic to your website and possibly new
followers to your Twitter account as well
• Just be sure you are authentic
• If a trending topic is Justin Bieber, don’t tweet about Bieber
unless it makes sense for your brand to do so
70

Hootsuite
• One of the best Twitter management tools that I highly
recommend for setting up your listening and posting
strategy on Twitter is HootSuite
• This tool allows you to set up multiple tabs with 10
columns to help you schedule posts as well as monitor your
mentions, direct messages, searches, and Twitter lists
• SEE ALSO MY PRESENTATION ON
HOOTSUITE (on Google Drive in CTI
MARKETING, SOCIAL MEDIA folder)
71

Getting Started with Hootsuite
72

Add Streams & Tabs
73

Adding Streams
74

Adding Streams
75

Composing Messages
76

Link Shorteners - Tracking
77

Vanity URLs
• You do not have to use Owl.ly as the link shortener - create your own branded URL
shortener, that can still make use of the tracking and click-through rate information that
is provided through Hootsuite
• This is incredibly important if you are striving to get your brand consistent across all
social media platforms
• This option is only available for the Pro and Executive versions.
78

Choose Streams for Your Post
79

Scheduling With Hootsuite
80

Twitter Lists in Hootsuite
• The Twitter Lists feature is a way to organize the people you are following (or not yet following) on
Twitter in preferred groupings
• Lists offer a way to see updates from specific people you have decided to focus your attention on
• These lists are not just a listing of selected Twitter profiles, but rather a curated stream of
members’ most recent tweets
• Creating lists helps improve your Twitter experience
• Building lists isn’t a one-time activity. They need to be developed, nurtured and grown over time
81

See/Edit Scheduled Posts
82

How to Use Twitter Lists
• Monitor Competitors
▫ Keep your competitors’ Twitter accounts in one handy list
so you can easily monitor their tweets
▫ This is an excellent way to see how they interact on
Twitter: scope out their activities, view their updates,
check out their offers and stay on top of their news
▫ Use these insights to improve your own Twitter strategy
▫ See what works for them and adapt it for your business
▫ In this case, you may want to make your Twitter list(s)
private
▫ That way, your competitors won’t know you are
monitoring them
83

Connect With Industry Leaders
• Keep track of the leaders in your industry by putting them into one powerful list
• Use this list to manage and improve your relationship with these leaders
• When you follow their tweets, you can engage with them consistently. Retweet their
content, mention them and when they ask a question, be the first to respond
• Creating a list of industry leaders also adds value to your account.
• Creating a list with all of the top influencers makes you a valuable resource
• Share your list with your followers and recommend they subscribe
• Looking for more industry leaders to follow - follow people on the influencer lists of your
competitors
84

Stay on Top of Trends
• To keep up with the latest news and trends on
Twitter without getting distracted by irrelevant
tweets, create a list
• Add the top websites and users who constantly
share breaking news in your industry to one
news-oriented Twitter list
• Also, find out-of-the-box sources and up-and-
coming news sites to make your list unique
• This is an effective way to unclutter your Twitter
feed, while also increasing your profile’s status as
an industry leader
85

Create Lists for Events
• If you’re planning an event, create a Twitter list of speakers and
attendees
• This is a great addition to event marketing and helps everyone
connect with each other prior to the event
• Those who can’t attend will be able to develop relationships with
attendees, as well as follow the activity from the event in real time
86

Maintain Customer Relationships
• Social media has improved customer service immensely
• If people can’t reach someone for service, they go
right to the company’s social media links 
Nurture your relationships with your most active
social customers by adding them to a list
• Whenever customers mention you, simply add them to
your Twitter list
• That way, you can follow their tweets and interact
with them regularly by retweeting, responding and
asking how they are doing
• Also, reach out directly to these loyal customers to
share promotions they may have missed
87

Follow Bloggers and Media
!
• Create a list that
encompasses
everyone who
writes about your
industry
• This includes
influential and up-
and-coming
bloggers, journalists
and reporters
88

Reward Your Biggest Fans
!
• Use a Twitter list to share some love with your most active followers
• Create a list of people who share your blog posts and/or those who actively retweet
your content
• Engage with these fans on a regular basis by thanking them and sharing their tweets
• This positive reinforcement also serves to increase the chances of them continuing to
share your blog posts
• The list can also be used to monitor from which other sources your most active users
tweet
89

Use Hootlet to Post From Your
Browser
90

Twitter Chats
• A great way to get involved with the Twitter
community is to participate in relevant Twitter
chats
• Joining in these chats can lead to an increase in
targeted followers as well as new traffic to your
website, assuming you have content that
directly ties in with the topic of the chat
91

Hosting a Twitter Chat
• Choose a time, day and hashtag
• Create a website with instructions for newbies
• Advertise and promote
• At the appointed time, start Tweeting using the
hastag!
92

Twitter Chat
93

Add Meta Tags to Your Page
• With Twitter Cards, you can attach rich photos, videos and media experience to
Tweets that drive traffic to your website
• Simply add a few lines of HTML to your webpage, and users who Tweet links to your
content will have a “Card” added to the Tweet that’s visible to all of their followers.
• https://dev.twitter.com/cards/overview
94

Financial Services
Examples
95

A Digital Strategy MUST Include
Social Media
• Financial services companies can no longer have a digital marketing
strategy without utilizing social media.
• Investors use social media platforms to research, compare products
and share experiences, but most importantly, to ask for advice.
• By connecting with investors and clients through social media, an
asset manager’s social reach and presence will gain greater
visibility and generate new leads.
• However, a successful digital marketing campaign must have a
roadmap for social media that defines specific goals.
• There are rules and regulations for financial services that should be
followed, so it would be unwise to go in without a solid game plan.
• Additionally, there are many platforms to consider: Twitter,
Facebook, LinkedIn, YouTube and Google+, to name a few.
96

Which Fund Managers Are #Winning
at Twitter?
• These asset managers on Twitter that are particularly
good at engaging followers with authentic, valuable
and visual content.
• They all do more than just tweet often — they use the
platform effectively to do the following four things:
• Engage followers in a helpful, happy tone
• Stay true to the brand by sharing consistent,
relevant content
• Limit self-promotion
• Incorporate pictures and video
97

Investec Asset Management does a
stellar job of engaging with customer
issues right on their Twitter feed
98

STANLIB responds to their
followers, even if it’s with a simple
“thank you” or “glad we can help”
99

State Street sends live
tweets from the
events they attend.
This is an effective
way to encourage
interactions and
showcase the firm’s
attendance at popular
events like TED and
ALFI conferences.
100

Fidelity does a superb job tweeting out various
content that resonates with their brand message
and clientele. They weave in creative ways to
incorporate trending topics and current affairs.
101

Aviva uses Twitter to share news about the
charitable work they do, helping to create
greater awareness for the causes they
support.
102

BlackRock rarely shares self-serving
content. Instead, the firm tweets helpful
information and statistics their audience is
likely to be interested in.
103

T. Rowe Price does just about the same –
providing their followers with a recap of
the week’s market activity and peppering
their stream with expert insight.
104

Allianz and Cannon Assets include
pictures, infographics and charts to
add color to their content.
105

106

Use Images, Videos
and Charts
107

Highland Capital Management tweets a variety of
content from promotional materials to company
gatherings. It’s clear that Highland has a knack for
adding the human element to their big asset
management brand.
108

Schroders includes video and imagery like a true
Twitter professional. Expert interviews, award
conferences and industry infographics emphasize
their brand as an authentic, reliable source of
information within the financial services industry.
109

Standard Life Investments are great at
promoting content with interesting
imagery. Studies have shown that Tweets
with images drive more engagement,
including up to 35% more retweets.
110

Aberdeen Asset UK does a fantastic job of tweeting out tips for
their clients. Their mix of educational and directional Twitter
content is an excellent example of how to establish your
financial brand on Twitter. Aberdeen Asset UK also uses
educational videos and imagery to better engage their audience
across media types.
112

Triumph Capital also includes a mix of educational and
informational tweets in their content. Their inclusion of
retweets and links follows this pattern, but livens up the
page with imagery.
113

Direxion Investments is both consistent in
brand messaging and frequency. Want to
learn about tips, tricks and industry news?
Direxion Investments has you covered.
115

Tweeting consistently is the biggest lesson to learn
from Vanguard FA’s Twitter presence. Vanguard
tweets a variety of financial services news articles
and investing tips which all substantiate their
brand at the forefront of the industry.
116

How else should financial services
use Twitter?
• Investors, especially millennials, expect to be able to connect to financial brands 24/7.
• Twitter is a great way to encourage this sort of availability on a well-developed social
media platform.
• Advisors should tweet financial tips for their followers that answer industry questions
and establish the brand as a voice of authority.
• #SocialMediaTip: Leave space for people to include “RT @yourusername” for easy
sharing.
• Because the word count on Twitter is limited, use tweets as a way to guide followers to
other longer content, like blog articles or informational videos.
• Asset managers and financial brands should link to articles that strengthen the brand
and tweet eye-catching infographics to increase reach.
• By directly engaging with investors on Twitter, financial brands encourage further
contact which can generate new leads.
• Be careful of promotional content on Twitter. Asset managers and financial service
brands have to make clear which tweeted content is promotional and new FCA
guidelines on retweets makes compliance trickier. This doesn’t mean you have to steer
clear of retweeting, but instead it makes it essential to stay up to date on social media
regulations for financial services.
117

Thank You!
!
Robeen Frank
robeenf@gmail.com
July 2015
118

Twitter Training - Financial Services 8_2015

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