The success of a social media campaign by Wells Fargo Institutional Retirement and Trust during National Save for Retirement Week shows how far the medium has come. The organization’s Twitter and Facebook posts received 665,000 impressions in October.

The messages promoted Social Security webinars that were held in October, along with other retirement planning messages supporting National Save for Retirement Week.

In addition to Facebook and YouTube campaigns, Laurie Nordquist, director of Wells Fargo Institutional Retirement and Trust posted on the Beyond Today Blog in honor of the week.

“Communicating to participants is not a one-size-fits-all proposition,” said Nordquist. “We want to reach people through their most common communication channels. Today, that includes social media. An additional benefit of social media is that we have an opportunity to educate beyond just the participants of retirement plans we administer. We can reach the general public through Twitter, Facebook, our blogs, and our webinars.”

On Twitter alone, the Wells Fargo campaign resulted in more than 535,000 total impressions, with each tweet yielding between 15,000 and 30,000 impressions.

Wells Fargo just started using Facebook and its first two posts were viewed more than 60,000 times each for nearly 130,000 total impressions.

The organization plans to market its upcoming Women Saving webinar on Facebook and Twitter and will continue to use social media in 2013.

Wells Fargo & Company is a nationwide, diversified, community-based financial services company with $1.4 trillion in assets.

Wells Fargo Institutional Retirement and Trust provides total retirement management, investments and trust and custody solutions tailored to meet the needs of institutional clients.