How social media helps the 401(k) investor

The new volley of material outlining the reality of 401(k) management fees will soon be hitting participants, but is there a way to quantify that information and help participants understand -  and feel more involved in the process?

Beverly Macy of Gravity Summit LLC tells Huffingtonpost.com that pushing the envelope and starting to use the social media tools normally more associated with younger people - Twitter, LinkedIn and Facebook - may be the best method of communicating with an increasingly web-savvy retirement-aged public.

After all, in a world where a recent AARP study demonstrated that 71 percent of participants had no idea that they actually paid 401(k) fees, getting a positive message out before the fee disclosures kick in may be a better way of retaining clients and encouraging more participation.

A new guide to using email, Twitter and Facebook as a cross-channel marketing and communications success, is also available from MinOnline.

An interesting contrarian opinion from Digiday also suggests that while LinkedIn is not generating the same level of excitement as newer social media tools such as Pinterest and Tumblr, the platform's ability to make direct business contacts and reach higher-level decision-makers certainly makes it a useful venue.

“Members come to LinkedIn to connect with and expand their professional network and to gain insights and expertise that make them more productive and successful,” said Alison Engel, global marketing director, marketing solutions at LinkedIn. “Accessing content and receiving relevant updates from companies they follow is a key part of our members’ experience.”

 

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