Social media has become a major consideration for fund managers looking to embrace a communications strategy that will put their name – and their funds – in front of possible investors. Yet for those who are not regular users, it can be tough to decide when to use it, and more importantly, when not.
Up until the election of Donald Trump as President of the United States, there was still a high degree of scepticism among C-suite executives about the value of social media platforms. When Trump was sworn in as president, there was an assumption within Washington DC political circles that he would yield his Twitter account to communications professionals who would integrate it into the wider public relations suite of the White House.
As it turned out, Trump was too attached to his Twitter account to yield it to others and has steadfastly employed it as a major communications tool to talk directly to the electorate. It is the first time the head of state of a major global power has used social media in this way, without the filter of the media or a communications team to water his statements down.
It has resulted in numerous gaffes and diplomatic blunders for the White House, many of which could have been avoided, but what it has also done is elevated Twitter in the eyes of CEOs from ‘something my daughter uses’ to a legitimate communications tool.
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