The financial business sector remains steadfast to its roots – traditionalist at heart. However, even these analytics-driven professionals have found social media networks essential for remaining ahead of the curve and up-to-date on industry trends. For marketers who thought their target audiences were disinterested in social media content, new data suggests a wider array of professionals turn toward these hubs for information, and they must develop new marketing campaigns to convert these users into customers.
A recent study conducted by Research Now and American Century Investments found that 90 percent of financial professionals use social media for both personal and work-related reasons. The report suggests that more U.S. financiers understand their social content provides pertinent news (for greater awareness) about their fields.
What networks thrive in the financial field?
Facebook remains the overall king of social for financial professionals, with 55 percent using the site for personal reasons and 2 percent for work. Twenty-one percent of surveyed Americans in the specific field use Twitter for leisure and 3 percent turn to the site for on-the-clock tasks. LinkedIn earned the most even balance of personal and professional purposes: 12 percent of respondents use LinkedIn off hours and 33 percent embrace LinkedIn at the office.
12 percent of respondents use LinkedIn off hours and 33 percent embrace LinkedIn at the office.
Perhaps most important for social and content marketers to understand is that financial professionals focus much of their attention on these sites to custom content. According to the report, 28 percent use social media to read expert commentary, 13 percent to share news content, 11 percent to monitor daily updates and 10 percent for branding building. More, 14 percent of surveyed financiers research prospective customers via social sites.
Marketers should note that social media has become a news aggregator for many professionals looking to gain an edge over their competition. These networks bring like-minded peers together and foster creative environments focused on sharing relevant content, and brands can add to ongoing social chatter by publishing their own media on a regular basis.
Brafton recently reported on an eMarketer study that found more than 50 percent of social media users say they want businesses to create and publish timely social content as major events take place. Companies don’t have to wait for major elections or sporting events to engage their audiences online – industry specific trends and updates can be just as newsworthy for select audiences.