Financial Professionals Social Media Adoption Study

Financial Professionals Social Media Adoption Study

April 19, 2017 - Kansas City, Mo.


  • American Century Investments® conducted its seventh annual study of financial advisors and social media.
  • American Century Investments recently surveyed a total of 302 financial advisors, brokers and RIAs to gain a better understanding of their attitudes toward and usage of social media.

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American Century Investments' Findings

  • Social media helped 46% of advisors acquire new business in a significant way.
  • 55% of financial professionals reported they are more likely to do business with their social media connections.
  • Facebook and LinkedIn still top social media vehicles, but LinkedIn continues business-use dominance and helped 52% of advisors increase their visibility.
  • Content is king.
  • LinkedIn groups and advisor communities are key.
  • Commentary and market news remain most popular; 30% said reading expert insights was their top business use of social media.