Wealth Management Brands that consistently perform well at ‘engaging’ with a wider community in Social Media find a distinctive theme (or themes) that interest and resonate with online communities. e.g:
Closing savings & finance gaps for Women,
Philanthropy, Entrepreneurs, Wealth Indexes, Women on Boards, etc.
‘Theme’ involvement allows Brands to align with wider community influencers (that drive exposure and help share messages) thereby building status and following (value of Own Social Assets), and this in turn offers an opportunity for Brands to draw followers/visitors into a deeper digital interaction (e.g. Corporate Websites, Blogs, Mirco-sites, Apps, etc.).
Newton Investment Management, Hargreaves Lansdown and Coutts & Co were the top 3 performing brands at ‘Engagement’ across Social Media between November 2013 and January 2014.
Newton Investment Management, led by Social CEO Helena Morrissey, contribute an important and highly valued voice associated with opportunities for Women and gender gap issues.
The themes championed by Newton IM are extremely popular and conductive in Social Media, but also result in a gender bias.
‘Engagement’ demographics by gender for this Brand are skewed 79.2% female/20.8% male versus the average Industry gender demographic of 35% Female/ 65% Male.
Hargreaves Lansdown adopts a more traditional positioning of themes which are more directly aligned to their offering. In contrast to Newton IM, the ‘engagement’ demographics by gender for Hargreaves Lansdown across Social Media are 16.5% female/83.5% male.
Apart from Specific Brand voices, Mark Dampier (Head of Research at Hargreaves) is the brand’s most valuable spokesperson. For the three months between November 2013 and January 2014 Mark was actually the ‘Top Influencer’ across the entire UK Wealth Industry.
Between November 2013 and January 2014 Hargreaves Lansdown engagement by Age demographics was 52.9% for the ages between 25 and 34, followed by 35-44 age range (23.5%) and 55-64 (11.8%).
Coutts & Co are adept at leveraging a combination of proven conductive themes including Philanthropy, Luxury (e.g. Walpole British Luxury Awards) and Investment. 
The ‘engagement’ demographics by gender for Coutts & Co are 38.9% female/61.1% male, most closely resembling the wider Industry gender demographics across Social Media.
Between November 2013 and January 2014 Coutts & Co engagement by age demographics was 37.5% for the ages between 45 to 54, followed by 25-34 age range (25%) and 35-44 (20.8%).
