1. Financial Advisors and Social Media:
Making the Connection.
Putnam Investments partnered with
FTI Consulting to learn about the social
media behavior of financial advisors.
Stay on top of
trends in mobile
technology,
software, and
social media.
The Social Advisor
The typical financial advisor who uses
social media on a daily basis
95% 31% 29% 21%
61% 42% 60% 58%
Used in the past year for business purposes
95% 31% 29% 21%
61% 42% 60% 58%
Use has increased year-over-year
95% 31% 29% 21%
61% 42% 60% 58%
47%
43%
38%
95% 31% 29% 21%
61% 42% 60% 58%
44-year-old male
of financial advisors use at least
one social network for business
Response = 305 advisors.
advisortechtips.com
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
95% 31% 29% 21%
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
Book of business:
$150M
Typical client
portfolio: $1M
Typical assets
from new social media
client: $500K
95% 31% 29% 21%
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
95% 31% 29% 21%
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
95% 31% 29% 21%
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
Fee-based
independent
broker/dealer
10+ years of
experience
Uses social media
to build referral
network, brand,
and relationships
75%

2. Putnam Retail Management
One Post Office Square
Boston, MA 02109
putnam.com AR223 281965 10/13
Putnam Investments Survey of Financial Advisors’ Use of Social Media (2013).
Conducted in partnership with FTI Consulting: Survey conducted by FTI Consulting Strategic Communications in July 2013 among 408 U.S.-based financial advisors.
Data sources: FTI Consulting Strategic Communications financial advisor panel and Harris Interactive.
How advisors use social media
Adding connections and assets
49%of advisors
acquired new clients
Of those,
29%gained $1 million+
in new assets
95% 31% 29%
61% 42% 60%
Improve
referral network
Build brand
identity
Expand
professional network
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
Improve the
effectiveness of
referral network
Cultivate specific
prospective clients
once they are
identified
Enhance current client
relationships
66%use LinkedIn to
prospect for
new relationships
69%use Facebook
to sustain them
61% 42% 60% 58%
66%
43%
28%
18%
35%
44%
20% 20%
44%
69%
28% 28%
47%
9% 4% 4%
43%
13% 8%
5%
38%
7%
5% 6%
Among financial advisors using specified social networks.