Using a 100-point Kasina Social Media Index, the firm gave the assets managers scores of 80 each for Vanguard and Fidelity, 79 for TIAA-CREF, 78 for iShares and 77 for The Hartford. The average firm scored 56, showing how far advanced the top five are, Kasina said.
Kasina also rated firms for their used of the five social media sites; iShares for blogs, Fidelity for Facebook, MFS Investment Management for LinkedIn, TIAA-CREF for Twitter and Vanguard for YouTube.
Kasina also said that whereas a year ago, only 48% of asset managers were active in social media, today 80% are.
“Asset managers that started learning about social media early are reaping the rewards now,” said Julia Binder, a senior research analyst at Kasina and author of the report, “Top 5 Social Media Leaders in Asset Management.” “They engaged company stakeholders in developing processes and benchmarks to unfold successful strategies for communicating with key customers.”
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