Asset managers on Twitter - UK Direct audience

Activity Report - 1st August to 30th November 2016

— in Financial

Asset Managers, Twitter activity report - 1st August to 30th November 2016

This monitoring period saw the fallout from Britain voting for Brexit. Also, the run up to the U.S. election and all the drama of the Americans voting for Trump.

So surely plenty to talk about on Twitter, let’s look at what the UK Asset Management industry got up to, these profiles are all direct to investor.

In this review:

Aberdeen Asset Management

AXA Investment Management

Fidelity UK

Henderson Global Investors

Invesco Perpetual

J. P. Morgan Asset Management

Jupiter Asset Management

Legal & General

Lion Trust

M&G Garden

M&G Investments

Octopus Investments

Old Mutual Wealth UK

OM Wealth UK News

Royal London


Scottish Widows

Standard Life Investments



​New Followers

The most new followers this quarter goes to Aberdeen Asset Management with an impressive 20% increase, taking their total followers to 26,100.

Spikes of new follows came after Gary Marshall's involvement in the #EdCultureSummit and Aberdeen's backing of Women's Sport Week in October.


Most Active

Most active this quarter goes to Legal & General with an impressive 835 tweets, averaging at around 200 tweets a month.

Legal & General and Thomas Cook teamed up this quarter by tweeting the chance to win some holiday vouchers which spiked their engagements. Other tweets included their part in #BrightonPride and BBC's Children In Need.


Biggest reactions per posts

The largest reactions per post this quarter goes to Scottish Widows.

They clocked up, on average, an impressive 30 reactions per post in the 4 months from their 79 tweets.

Their spike in engagement on Twitter came from their involvement as a sponsor for #PAD2016 (Pension Awareness Day). As well as the Pension Awarness Day twitter account, users were promoted to tweet questions to get involved with a Q&A at the event. 



Broadest impressions

The most number of impressions achieved during the 4 months was approx. 1,245,000 achieved by Aberdeen Asset Management taking the top spot once again. They had some high activity with 449 tweets, getting around 6 reactions per post.

Their highest impressions and engagement came from tweets commenting on Trump's victory plus posting pictures from their participation in Cowes Week


Best engagement for a tweet

Engagement = most re-tweeted, liked and favourited

A combination of content and volume of visitors seems to drive high engagement.


First Place - Scottish Widows @ 423

Pension Awareness day driving engagement for Scottish Widows.


Runner-up - BNY Mellon @ 293

BNY Mellon caught the imagination of their followers with a mock “Tweet off” between two of the United States’ former Statesmen.


Highest visibility for a tweet

Visibility = Composite score to assess how visible a piece of content is, based on channel, engagement and influence of author

Volume of visitors is important for high visibility but it is also important the audience is relatively engaged.


First place - Legal & General @ 349

Legal & General’s investment tweets are combined with their Insurance team. A competition to win holiday vouchers gets their audience engaged.


Runner-up - BNY Mellon @ 121

Research papers well received by BNY Mellon's audience.


Most impressions for a tweet

Due to their large number of followers Woodford and Aberdeen clear-up in this category.


First place - Woodford @ 28,208


Runner-up - Aberdeen @ 26,131


Best engagement rate for a tweet

Weighted sum of the interactions generated by owned content

Best engagement scores are high when a tweet hits the mark with a very high percentage of the followers. Favouring groups with smaller number of followers but relatively high interest in the content amongst the followers.


First place - OM Wealth UK News @ 57


Runner-up - BlackRock @ 125





We track a broad range of Asset and Wealth Managers social media accounts and provide custom reports and analysis. Please get in touch if you would like further information - on twitter @ThisIsEmbrace, by email or by phone +44 (0)20 7336 7633.

In order to deliver a more personalised experience uses cookies.
By continuing to browse the site you are agreeing with the use of cookies.