Because social media is all about interesting content and individuals earning “followers,” authenticity is of utmost importance.

So when Morgan Stanley announced that the firm was offering our 16,000 financial advisors "pre-approved content," many skeptics questioned how "canned" messages were going to play out in the social space. This was so anti-social, they argued. It may seem that way on the surface, but there are actually some benefits to having pre-approved content.

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