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Putnam Investment's 2015 Financial Advisors and Social Media Survey

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Putnam Investments surveyed over 800 financial advisors to learn more about how they are using social media for business. The findings are the fourth annual iteration of the study.

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Putnam Investment's 2015 Financial Advisors and Social Media Survey

  1. 1. Financial Advisors and Social Media Putnam Investments surveyed over 800 financial advisors to learn more about how they are using social media for business. The findings are the fourth annual iteration of the study. THE SOCIAL ADVISOR 81% are using social media for business Up from 75% in 2014 79% gained new clients via social media Up from 66% reporting client gains in 2014 was the average asset gain 53% gained over $1M in new assets Median = $1.9M$4.6M The typical financial advisor who has gained assets using social media Active on 5social networks $80M Book of business $1.8M Typical client assets 44-year-old male with 10 years of experience All assets are reported as medians. Wirehouse advisor or financial planner 71% who gained assets were active on a daily basis Advisors were asked how they are leveraging their primary social networks for business. FINDINGS: NETWORKS FINDINGS: BUSINESS GOALS 64%68%88% 56% 30% 11% Improving my referral network Connecting with peers Enhancing current client relationships Building my brand identity Expanding my professional knowledge Promoting myself as a thought leader ADOPTION PRIMARY NETWORK GAINED NEW BUSINESS AVERAGE USE/MONTH 54% 48%65% 65% 57% 51% 51% 52% 54% 52% 45% 41% 47% 43% 47% 49% 56%59% 47% 42%70% 17 times 24 times 22 times Asset gains are reported as medians. Adoption is calculated among advisors active on social media for business and/or personal use. All other findings are based on advisors using social media for business purposes. The 2015 Putnam Investments Survey of Financial Advisors’ Use of Social Media was conducted in partnership with Brightwork Partners LLC among 817 advisors nationally who have been advising retail clients for at least two years. The online study was conducted in July 2015.

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