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How to use social 
media within the 
financial services 
regulatory environment 
Lisa Barnett 
Social Media Services Director, Emoderation 
www.emoderation.com
Stats on social media 
Top financial Facebook accounts 
www.emoderation.com 
Source: Social Bakers, August 2014
Stats on social media 
Top financial Twitter accounts 
www.emoderation.com 
Source: Social Bakers, August 2014
Stats on social media 
LinkedIn 
www.emoderation.com 
Source: Social Bakers, August 2014
Stats on social media 
Top financial G+ accounts 
www.emoderation.com 
Source: Social Bakers, August 2014
Stats on social media 
Top financial YouTube accounts 
www.emoderation.com 
Source: Social Bakers, August 2014
FCA Guide Consultation August 2014 
Social media and customer communications 
 Investment product promotions on Twitter should include the #ad to ensure firms 
meet the specific requirement that investment product promotions can be clearly 
identified as such 
 Each communication should be considered individually in its own right and it must 
comply with relevant rules 
 Consider inserting images into tweets to convey risk warnings or other required 
statements 
 Consider using images instead of text 
www.emoderation.com
FCA’s approach to financial promotions in social media 
Financial Conduct Authority said: 
“ There is an overarching principle 
that any communication should be 
fair, clear and not misleading.” 
www.emoderation.com
Social media best practices 
Basic principles Community Managers follow 
 Be transparent and genuine 
 Have a two-way conversation 
 Ensure consistency 
 Listen to what your customers are saying 
 Be proactive, rather than reactive 
 Respond to negative and positive comments 
 Create compelling and relevant content 
 Develop a tone of voice 
 Build awareness about brands and products 
 Don’t overshare 
www.emoderation.com
Social media best practices 
Five ‘Dos’ of using social media and staying 
compliant! 
www.emoderation.com
The five ‘Dos’ 
No 1: Always apply the ‘is it clear, fair and not 
misleading’ rule 
www.emoderation.com
The 5 Do’s 
No 1: Always apply the ‘is it clear, fair and not 
misleading’ rule 
www.emoderation.com
The five ‘Dos’ 
No 2: Does it stand alone if someone retweets/shares 
it? 
www.emoderation.com
The five ‘Dos’ 
No 3: Use hashtags to show it is a promotion 
www.emoderation.com
The five ‘Dos’ 
No 3: Use hashtags to show it is a promotion 
www.emoderation.com
The five ‘Dos’ 
No 4: Target your audience 
www.emoderation.com
The five ‘Dos’ 
No 5: Keep it personal 
www.emoderation.com
The 5 Dos 
No 5: Keep it personal 
www.emoderation.com
Social media worst practices 
Five ‘Don’ts’ of using social media and keeping 
compliant! 
www.emoderation.com
The five ‘Don’ts’ 
No 1: Don’t ignore your customers 
www.emoderation.com
The five ‘Don’ts’ 
No 2: Keep your space clean 
www.emoderation.com
The five ‘Don’ts’ 
No 3: Make sure your presence is verified 
www.emoderation.com
The five ‘Don’ts’ 
No 4: Try to communicate through one channel 
www.emoderation.com
The five ‘Don’ts’ 
No 4: But don’t forget what you have set up 
www.emoderation.com
The five ‘Don’ts’ 
No 5: Don’t try to control the conversation 
www.emoderation.com
The five ‘Don’ts’ 
No 5: Expect a backlash 
www.emoderation.com
Summary 
Summary 
www.emoderation.com
Q&A 
www.emoderation.com
For further information: 
Tel: +44 (0) 203 178 5050 
Email: lisa.barnett@emoderation.com 
Twitter: @lisab88 
LinkedIn: https://www.linkedin.com/in/lisabarnett 
Emoderation Ltd 
The Media Village 
131-151 Great Titchfield St 
London W1W 5BB 
UK 
© Emoderation Limited 2014. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any 
third party without the written permission of an authorised officer of the company. 
www.emoderation.com

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Emoderation.lisa barnett.dma financialservices.october-2014

  • 1. How to use social media within the financial services regulatory environment Lisa Barnett Social Media Services Director, Emoderation www.emoderation.com
  • 2. Stats on social media Top financial Facebook accounts www.emoderation.com Source: Social Bakers, August 2014
  • 3. Stats on social media Top financial Twitter accounts www.emoderation.com Source: Social Bakers, August 2014
  • 4. Stats on social media LinkedIn www.emoderation.com Source: Social Bakers, August 2014
  • 5. Stats on social media Top financial G+ accounts www.emoderation.com Source: Social Bakers, August 2014
  • 6. Stats on social media Top financial YouTube accounts www.emoderation.com Source: Social Bakers, August 2014
  • 7. FCA Guide Consultation August 2014 Social media and customer communications  Investment product promotions on Twitter should include the #ad to ensure firms meet the specific requirement that investment product promotions can be clearly identified as such  Each communication should be considered individually in its own right and it must comply with relevant rules  Consider inserting images into tweets to convey risk warnings or other required statements  Consider using images instead of text www.emoderation.com
  • 8. FCA’s approach to financial promotions in social media Financial Conduct Authority said: “ There is an overarching principle that any communication should be fair, clear and not misleading.” www.emoderation.com
  • 9. Social media best practices Basic principles Community Managers follow  Be transparent and genuine  Have a two-way conversation  Ensure consistency  Listen to what your customers are saying  Be proactive, rather than reactive  Respond to negative and positive comments  Create compelling and relevant content  Develop a tone of voice  Build awareness about brands and products  Don’t overshare www.emoderation.com
  • 10. Social media best practices Five ‘Dos’ of using social media and staying compliant! www.emoderation.com
  • 11. The five ‘Dos’ No 1: Always apply the ‘is it clear, fair and not misleading’ rule www.emoderation.com
  • 12. The 5 Do’s No 1: Always apply the ‘is it clear, fair and not misleading’ rule www.emoderation.com
  • 13. The five ‘Dos’ No 2: Does it stand alone if someone retweets/shares it? www.emoderation.com
  • 14. The five ‘Dos’ No 3: Use hashtags to show it is a promotion www.emoderation.com
  • 15. The five ‘Dos’ No 3: Use hashtags to show it is a promotion www.emoderation.com
  • 16. The five ‘Dos’ No 4: Target your audience www.emoderation.com
  • 17. The five ‘Dos’ No 5: Keep it personal www.emoderation.com
  • 18. The 5 Dos No 5: Keep it personal www.emoderation.com
  • 19. Social media worst practices Five ‘Don’ts’ of using social media and keeping compliant! www.emoderation.com
  • 20. The five ‘Don’ts’ No 1: Don’t ignore your customers www.emoderation.com
  • 21. The five ‘Don’ts’ No 2: Keep your space clean www.emoderation.com
  • 22. The five ‘Don’ts’ No 3: Make sure your presence is verified www.emoderation.com
  • 23. The five ‘Don’ts’ No 4: Try to communicate through one channel www.emoderation.com
  • 24. The five ‘Don’ts’ No 4: But don’t forget what you have set up www.emoderation.com
  • 25. The five ‘Don’ts’ No 5: Don’t try to control the conversation www.emoderation.com
  • 26. The five ‘Don’ts’ No 5: Expect a backlash www.emoderation.com
  • 29. For further information: Tel: +44 (0) 203 178 5050 Email: lisa.barnett@emoderation.com Twitter: @lisab88 LinkedIn: https://www.linkedin.com/in/lisabarnett Emoderation Ltd The Media Village 131-151 Great Titchfield St London W1W 5BB UK © Emoderation Limited 2014. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company. www.emoderation.com