LinkedIn is by far the most popular social media channel utilised by asset management firms. This is because LinkedIn members typically keep their profiles up-to-date, which presents an excellent business opportunity, allowing companies to target content to those individuals who really matter to their business. Professional audiences and decision makers can be searched and targeted by industry, job titles, seniority and more. LinkedIn is so much more than an online CV and a repository of contacts. The challenge for asset management companies is to step up from having a simple company bio based profile to designing a strategy to efficiently engage with the target audience and capitalise upon on it.
Twitter is a conversation in real-time social platform where people are not afraid of expressing their thoughts and opinions. There are also many thought leaders using the platform. Additionally, users come to Twitter looking for news and research, which can provide your company with valuable market insights.
Xing is a Hamburg-based career-oriented social networking site. It is similar to LinkedIn, but in German. LinkedIn has only 14 million users in this region in comparison to Xing’s 17 million. If your campaigns target German speaking markets, you may well consider Xing to promote your brand and maximise content performance.
Wechat is the largest socia media in China with over 1.2 billion monthly active users. It is often described as China’s “app for everything” due to its wide range of services: news, bookings, food delivery, broadcast, instant messaging, video conferencing, video games, social media, mobile payment and more. As part of China’s mass surveillance network, political and sensitive topics are censored. All user activity, including accounts registered outside China, is tracked and analysed by Chinese authorities.
QQ is an instant messaging software service and web portal similar to WeChat, but with a slightly different demographic. With over 639 million users, it provides online social games, music, shopping, microblogging, movies, and group and voice chat software.
Categorised as a super app and similar to the Chinese app WeChat mentioned previously, Line is a very popular social platform in Japan with over 89 million monthly active users. Beyond mobile messaging, voice calls and video calls, Line integrates tools for banking, shopping, newsfeed, cashless payments, games, TV streaming, restaurants, travel agents, healthcarse services, and more.