How social media is revolutionising fund manager communications
Ravi Misquitta, SVP, Marketing Strategy & Technology at Franklin Templeton explains how the firm is using social media to communicate with potential investors and why he thinks it is becoming ever more important
Fund Operator Editor POSTED ON 2/21/2020 5:46:57 PM
Fund Operator: Which social media platforms are most prevalently used in the industry?
Ravi Misquitta: The ones that are the most prevalent are LinkedIn, Twitter and Facebook. They are the most widely used by our audience.
They are not only used for personal reasons by our clients and prospects, but they are also used in the business realm to tap into networks, experts, knowledge, and keeping a tab on trends and news in our industry.
These platforms are great for delivering targeted messages, to foster relationships with personalization, and with influencers in the space.
The other platform that is starting to show more viability is Instagram.
"These platforms are great for delivering targeted messages"
Each social media platform is very specific to the individual and the type of content that it presents, with a specific use and purpose.
This means that we have to ensure that the content has and can meet the context of the platform.
Internationally, other platforms that are starting to become very popular include WhatsApp, WeChat, and Line.
The types of predominant platforms that we use globally will vary by region.
FO: How do you see the role of social media evolving within the investment management industry over the next three to five years?
Ravi: We see changes happening regularly. The platforms are constantly changing their algorithms, functionality, and capabilities.
As a result, we have to constantly monitor and ensure that we are on top of all of these changes, so that our content will be extremely relevant and highly utilised in terms of being seen and engaged.
We continue to see changes in the social space that are very specific to investment management. Most recently, we saw this with WeChat.
The big change with platforms is that you can actually buy and sell securities and transactions directly through them.
"We have to constantly monitor and ensure that we are on top of all of these changes"
The one that comes to mind most recently is Facebook’s launch of their crypto currency Libra, which now adds a new dimension to how you can engage socially, as well as how you send money.
The landscape is changing quite significantly, and we will continue to see it do so.
From an investment management perspective, the thing that will drive how and where we use social media is the regulatory environment.
FO: How important is social media as a communication channel for investment management firms?
Ravi: It is a very important channel and one of a few channels that we can use at scale for high value.
The average investor, all the way up to our savviest investors and clients are generally mobile-enabled and many of them are on social platforms.
This is a way of life today, and will continue to grow as more millennials come into the fold. It’s an incredible tool to use to leverage the power of reach.
"Over time, I see its importance growing more and more"
In terms of its effectiveness and importance, you will hear different versions of where people feel that they fall on this importance scale.
We feel that it has huge capabilities to be able to leverage and drive our brand awareness, thought leadership, and our distinct point-of- view across the industry at scale. We are able to shape conversations and content, and cater to clients in a timely manner.
Over time, I see its importance growing more and more.
Ravi and other operations experts have all contributed to the report Fund Technology, Data & Operations, North America 2019 Report, which can be downloaded here.
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