This post was originally included as part of an ebook that I published alongside the launch of my book, Tradestream, entitled “Tradestreaming and the Future of Investing”. The content was so good I wanted everyone to have access to it.
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Social media is a shock to the way investment management marketers are accustomed to communicating. It’s conversational, transparent, improvisational, experimental—all of which challenges the status quo. Investment marketers who want their firms to continue to be relevant recognize that changes must be made in how firms interact online. For them, social media can serve as a platform to advance strategic change.
The goal of a conversation is to understand, and we see marketers working to better align the value of their firms’ content/thought leadership, how it’s packaged and where it’s delivered with what their distribution partners and investors want and increasingly expect. Slowly, they are introducing a new organizational discipline—listening—and they’re beginning to adjust and refine based on what’s heard. Some social media devices—all functionality that represents endorsements, for example—are not available to marketers for regulatory reasons. But other means can be put to use and we believe that firms’ authentic efforts will be well received. Success? It will be enjoyed by those who prevail, through trial, failure and a new rigor for measurement and analysis.
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Pat Allen, principal of the digital marketing consulting firm Rock The Boat Marketing andfounder of AdvisorTweets.com, Chicago.