Nearly half of the leading asset management firms that Corporate Insight tracks now have multiple social media accounts, with 45% opening two or more Twitter accounts and 38% having two or more Facebook pages.
“By using multiple Facebook pages and Twitter profiles, firms can offer content to their fans and followers that is better suited to their needs or interests,” noted Alan Maginn, senior analyst at Corporate Insight. “This can increase the impact of a firm’s communication and improve relationships with core constituences.”
In most cases, firms’ secondary Facebook accounts are for recruiting purposes. Others promote specific products or charity programs.
Bank of America and Wells Fargo were among the first to use Twitter as a customer service channel, Corporate Insight said. Othres, including Charles Schwab, Morgan Stanley Smith Barney, Raymond James and Vanguard, are communicating with financial advisers on social media.
The two companies with the most individual Facebook pages are American Express and Capital One, each with five pages.