At StoneShot, we recently came across an interesting piece on Fourth Source about data being at the heart of content marketing in 2016. It highlights the problem that all marketers, including fund marketers, face these days. Getting their brand and messaging noticed amidst the overcrowded world of smartphones, devices and ad blockers.

They argue that not only is social media part of the ‘problem’ of a busy digital environment but it’s also part of the solution. Social sharing or ‘grassroots advocacy’ is the modern word-of-mouth recommendation and producing content that your supporters and advocates are keen to share to their networks, circles, groups should be top of your content marketing list.

The knowledge

This starts with knowing where your customers are on social and being there too.

Ofcom’s Communications Market Report analysed social media behaviours and the wider social landscape. Among their findings were the following (all UK):

  • 72% of adult internet users have at least one social media profile
  • Facebook remains the largest social media property in the UK. Also the most used on a daily basis
  • Young adults aged 16-24 have a more extensive breadth of use of social media
  • Twitter is popular with older audiences, with 26% of the adult population having an account
  • 56% of Twitter users use it daily
  • News is the topic that people are most likely to tweet about. Followed by complaints or frustrations

Where does data come in?

General findings and trends in social media usage are interesting, but it’s only when they are relevant to your target market that they become important.

The Fourth Source article concludes that ultimately great content will always be well received but it also pays to take a data-led approach to your social media marketing. By trialling and testing the content you share and using insight and research on your specific market to personalise your approach for different demographics.

Quarterly adviser research

Our Digital Marketing Survey (DMS) is a quarterly piece of adviser research carried out in the UK, the US and France. We research opinions on fund provider emails, events, video and social media activity and identify trends and changing behaviour.

This quarter advisers told us about their attitudes to social media and how effectively they feel it is used by fund providers.

Our research covered where advisers access social media, how they use it and what they use it for. We also asked them specific questions on fund provider activity and what they like best.

Social media in the UK

Which of the following social media sites do UK advisers most often use for work?








Social media in the US

Which of the following social media sites do US advisors most often use for work?
Which of the following social media sites do you most often use for business






This was one of the key questions in our survey.

LinkedIn has held the top spot with our advisers since we started asking them about social media in 2012, and there is still no significant challenger. Following that advisers’ choose Twitter or Facebook to satisfy their social media needs, with YouTube appealing to just 3% (or 5% in the US) of your audience.

As you’ll see this result differs from the generic population findings where Facebook reigns strong. But for your adviser audience it’s all about LinkedIn. This kind of insight into your audience can really make a difference, helping you shape your content strategy around advisers’ interests.

To find out more about our DMS Social Survey or for the full findings, just get in touch at