Finserv execs at helm of social media
Almost half of all social media activity within Australian financial services organisations can be attributed to executives, according to a social media study.
Research by social media platform, Hootsuite, and LinkedIn, showed 42 per cent of 851 Australian organisations' social media performance could be credited to executives.
LinkedIn Australia director, sales solutions, Mark Dick, said executives could influence their firms' brand through social media as consumers, employees, and shareholders were demanding an "authentic" voice from them.
Hootsuite also established a digital perception index (DPI) analysing more than 340,000 posts across social from May to September 2016, which revealed many consumers still had a negative view of investment and wealth management institutions, likely due to the global financial crisis.
Hootsuite vice president, strategic alliances, Patience Yi, said that by 2026, Australians entering the workforce would have lived their entire lives with social media.
"No matter their industry, if organisations in Australia plan to remain competitive on a global scale, they need to engage customers at every touch point in their digital journey, this means mobile, real-time, and especially social," Yi said.
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