15 unexpected social media stats for financial advisors

By Amy McIlwain

Financial Social Media Marketing


Do you ever wonder how many clients and prospects other financial advisors reel in from social media? How about whether or not your target audience is even on social media?

These are questions that occupy the minds of many advisors who are on the fence with social media. And with good reason. Why would you offer time and money to something if it produces little or no return?

Here are some recent stats that may answer some of your burning questions and catch you by surprise:
  • In 2012, more than 60 percent of financial advisors used LinkedIn to gain new clients. (http://linkd.in/YaTQuf)

  • Of that group, 32 percent used LinkedIn to bring in $1 million or more in assets under management. (http://linkd.in/YaTQuf)

  • In a 2012 study of 500 marketers, 60 percent said they acquired leads from social media, and 62 percent said they acquired new customers. (http://bit.ly/Q2xQO6)

  • 71 percent of advisors say their target clients are active on LinkedIn. (http://linkd.in/YaTQuf)

  • Slightly more than one-third of U.S. adult Twitter users agree with the statement: “I often recommend financial products and firms that I like to my friends and acquaintances,” compared with 21 percent of U.S. online adults overall. (http://bit.ly/eO5fki)

  • 75 percent of senior executives watch videos on business sites every week. 65 percent go on to visit a vendor’s website after watching a video. (Earnest Agency)

  • 45 percent of online U.S. adults who have a Twitter account are interested in interacting with financial services firms via Twitter. (http://bit.ly/eO5fki)

  • 53 percent of people on Twitter recommend products in their tweets. (SocialNomics)

  • The average household income of a LinkedIn user is $109,000. (http://slidesha.re/bOu0Dz)

  • While 76 percent of marketers believe they know what their consumers want in terms of social media content and interaction, only 34 percent have actually asked those buyers. (e-Strategy Trends)

  • 30 billion pieces of content are shared on Facebook each month. (Bullas)

  • In a study of nearly 500 marketers from various industries, 57 percent say that ROI measurement is the number one challenge. (http://bit.ly/Q2xQO6)

  • Marketers working with an agency are twice as likely (21 percent versus 10 percent for in-house) to be satisfied with the performance of their social media program performance. (http://bit.ly/PZ6fAd)

  • Companies that publish new blog posts just one to two times per month generate 70 percent more leads than companies that don’t blog at all. (MarketingProfs)

  • 44 percent of companies with social marketing budgets of $100,000 or more are using social CRM software, compared to 16 percent in general. (http://bit.ly/10l9NPr)
As you can tell, there is a ton of opportunity when it comes to social media — even as a financial professional. As more studies are conducted and social media matures as a marketing medium, you will see more evidence about how effective it is.