By: Deb Well
PAICR Board of Directors member
PAICR Member since 2006
Until now, asset managers have been slow to adopt Social Media. But more are finally jumping into the “social” waters, primarily via LinkedIn and Twitter. But are they getting the most out of their efforts?
With more firms (and content) vying for eyeballs, making your social media presence relevant, meaningful, and impactful is more important than ever. If your firm is committing any of these “Twitter Sins”, making a few changes (some simple) can likely upgrade engagement activity with your content.
SIN #1: LACK OF VISUALS
Numerous studies support the fact that you are more likely to get engagement on Twitter if you include a picture, video, or even emoticons with your text. Yes, a few high-profile folks can get by on just their words – Bill Gross or Jeff Gundlach don’t need visuals. But most of the content being shared by firms does not carry that weight. So look at adding images – it could potentially boost your engagement by up to 200%!
SIN #2: NOT MOBILE OPTIMIZED
Over 50% of traffic on Twitter is mobile. If the link you are sharing is to your site and it is not Mobile optimized – this is a big fail.
SIN #3: NOT TAILORING FOR TWITTER
How often have you seen this – a Tweet that shares the first sentence or so of a blog post, but is cut off mid-thought with a link to the post? Likely, the person was using the automatic “share” function from their blogging platform, which generated the tweet when the post goes live. This can also lead to awkward cutoffs in the text shared.
Automation can dilute personalization. Whether it is that blog auto-poster, or a social media management platform that posts the same content across different channels, you need to put in the effort to optimize your content for Twitter – or any specific social platform – to get the most out of it.
SIN #4: BAD TIMING
Do your tweets that go out every Monday at 9 a.m. perform poorly? This is not a surprise. Everyone who does email marketing knows the importance of optimizing send time – and it is no different in the social realm.
There are plenty of studies about the best time to post for all the various social platforms. And don’t forget to review your own Twitter stats. Analyzing when your followers are engaging with your content should help you fine tune your tweet schedule to get the most out of it.
SIN #5: NOT TAGGING
So your portfolio manager is on CNBC today? Did you remember to tag @CNBC in your post? Or perhaps your analyst was quoted in a Wall Street Journal article. Did you tag @WSJ?
Tagging relevant parties in your posts increases the visibility of your content and the likelihood that it will get re-shared. Bottom line: strategic use of this function can be a big boost for your content.
SIN #6: NOT GETTING THE MOST OUT OF YOUR CONTENT
In following several asset managers’ Twitter feeds, I will often see that they use a couple of different versions of tweets to share their blog posts or other content. Which is great … BUT I see those shares on the same day…and then never again.
Given all the effort put into creating that content, one or two measly tweets on a given day is not getting the biggest bang for your buck! Yes, vary the visuals and blurbs, but tweet it today – and a couple of days from now – and maybe a week after that. Space it out and recycle that great content!
SIN #7: BAD HASHTAGS
Tweets with Bad Hashtags aren’t just the ones #with #too #many #hashtags #to #read. Bad hashtags are ones that are randomly placed and not well thought out.
Do your research. Go to sites like Hastagify or Keyhole to gain insights and get the most out of your hashtags. Or search your proposed hashtag to see if it is trending; if it isn’t it might be worth going back to the #drawingboard.
The takeaway: Twitter (and other social media platforms) can be a powerful tool to engage and expand your network and brand voice. To maximize your efforts, make sure you are avoiding these pitfalls, fine tuning your messages so that they achieve their greatest potential in reach and engagement.