Best Practice for Marketers in the Financial Services market ensuring their content is compliant with the FSA

1. How to use social
media within the
financial services
regulatory environment
Lisa Barnett
Social Media Services Director, Emoderation
www.emoderation.com

2. Stats on social media
Top financial Facebook accounts
www.emoderation.com
Source: Social Bakers, August 2014

3. Stats on social media
Top financial Twitter accounts
www.emoderation.com
Source: Social Bakers, August 2014

4. Stats on social media
LinkedIn
www.emoderation.com
Source: Social Bakers, August 2014

5. Stats on social media
Top financial G+ accounts
www.emoderation.com
Source: Social Bakers, August 2014

6. Stats on social media
Top financial YouTube accounts
www.emoderation.com
Source: Social Bakers, August 2014

7. FCA Guide Consultation August 2014
Social media and customer communications
 Investment product promotions on Twitter should include the #ad to ensure firms
meet the specific requirement that investment product promotions can be clearly
identified as such
 Each communication should be considered individually in its own right and it must
comply with relevant rules
 Consider inserting images into tweets to convey risk warnings or other required
statements
 Consider using images instead of text
www.emoderation.com

8. FCA’s approach to financial promotions in social media
Financial Conduct Authority said:
“ There is an overarching principle
that any communication should be
fair, clear and not misleading.”
www.emoderation.com

9. Social media best practices
Basic principles Community Managers follow
 Be transparent and genuine
 Have a two-way conversation
 Ensure consistency
 Listen to what your customers are saying
 Be proactive, rather than reactive
 Respond to negative and positive comments
 Create compelling and relevant content
 Develop a tone of voice
 Build awareness about brands and products
 Don’t overshare
www.emoderation.com

10. Social media best practices
Five ‘Dos’ of using social media and staying
compliant!
www.emoderation.com

11. The five ‘Dos’
No 1: Always apply the ‘is it clear, fair and not
misleading’ rule
www.emoderation.com

12. The 5 Do’s
No 1: Always apply the ‘is it clear, fair and not
misleading’ rule
www.emoderation.com

13. The five ‘Dos’
No 2: Does it stand alone if someone retweets/shares
it?
www.emoderation.com

14. The five ‘Dos’
No 3: Use hashtags to show it is a promotion
www.emoderation.com

15. The five ‘Dos’
No 3: Use hashtags to show it is a promotion
www.emoderation.com

16. The five ‘Dos’
No 4: Target your audience
www.emoderation.com

17. The five ‘Dos’
No 5: Keep it personal
www.emoderation.com

18. The 5 Dos
No 5: Keep it personal
www.emoderation.com

19. Social media worst practices
Five ‘Don’ts’ of using social media and keeping
compliant!
www.emoderation.com

20. The five ‘Don’ts’
No 1: Don’t ignore your customers
www.emoderation.com

21. The five ‘Don’ts’
No 2: Keep your space clean
www.emoderation.com

22. The five ‘Don’ts’
No 3: Make sure your presence is verified
www.emoderation.com

23. The five ‘Don’ts’
No 4: Try to communicate through one channel
www.emoderation.com

24. The five ‘Don’ts’
No 4: But don’t forget what you have set up
www.emoderation.com

25. The five ‘Don’ts’
No 5: Don’t try to control the conversation
www.emoderation.com

26. The five ‘Don’ts’
No 5: Expect a backlash
www.emoderation.com

27. Summary
Summary
www.emoderation.com

28. Q&A
www.emoderation.com

29. For further information:
Tel: +44 (0) 203 178 5050
Email: lisa.barnett@emoderation.com
Twitter: @lisab88
LinkedIn: https://www.linkedin.com/in/lisabarnett
Emoderation Ltd
The Media Village
131-151 Great Titchfield St
London W1W 5BB
UK
© Emoderation Limited 2014. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any
third party without the written permission of an authorised officer of the company.
www.emoderation.com