Marketing Automation & Social Media Strategist

D. Bruce Johnston

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Top Stories by D. Bruce Johnston

While LinkedIn offers an attractive gateway to the world of social media, many financial professionals we have been speaking with downplay the importance of other social media tools like Twitter. That sentiment was forcefully expressed recently in John Ridley's Visible Man column, which decries Twitter as a stomach-churning indulgence for navel gazers. Is John right? Are Twitter and its fellow social media apps best suited for distracting easily bored, attention deficit fad followers? That thought was on the minds of many at the Russell Reynolds Distribution Roundtable focused on Social Media tools as a way to expand distribution for asset & wealth management firms in New York recently. The other side of the story was well-represented as well: That every game-changing communications improvement arrived first as a fad. Those over 20 may remember the early cellular pho... (more)

Six Suggestions for Getting Your Mutual Fund “Discovered” in 2010

Economics for Investors Numerous articles have been written lately on the massive rebound of stocks beginning on March 9, 2009.  Most mutual funds have enjoyed a nice performance rebound as well.  If your mutual fund is one of those enjoying this rebound in performance “How do you get “Discovered” in 2010?” For that answer I turned to Dan Sondhelm, SunStar Strategic.  Dan specializes in preparing and getting asset managers in front of the appropriate media outlets to tell their story and go from “undiscovered” to discovery. Dan was quick to point out that most mutual funds with ... (more)

How are RIAs Approaching Social Media?

With hope and fear. If they can publish a few blog posts, advisors can extend the life of a public relations story nearly effortlessly. With social media and its ability to generate attention inexpensively, it's hard not to consider it. The difficulty comes in when you ask an RIA what they are willing to pay for it. An RIA must opt for at least a minimal, consistent effort to communicate their subject matter expertise to their prospects. So, while the vehicles underlying all that publicity are almost free, the talent to assemble content and distribute it is not. And that's the r... (more)

SOCIAL MEDIA: Can Financial Advisors and Asset Managers Afford to Miss It?

Much has been discussed in the industry around Financial Advisor’s use of social media. Should they use it? Is it valuable? What are the risks? What are the compliance issues? Can we afford to wait? Similar questions are being asked by the major asset management companies and distributors.  Firms such as Putnam have aggressively moved onto Twitter. TIAA–Cref, Fidelity, Franklin Templeton, American Century, Raymond James, USAA, Russell Investments, Virtus and Pimco are also on Twitter.  Now Northern Trust has entered the arena with Vanguard possibly next. What issues did they str... (more)

The New ABCs of Sales – Always Be Connecting

Many firms have asked us: with the prevalence of dedicated manager research and due diligence teams at home offices and even dedicated manager research at the branch level are separate resources beyond relationship management professionals and wholesalers needed to call on this segment? The answer may not be additional resources but how the resources are deployed in the field.  As gatekeepers get tied down with researching new managers and talking to existing ones on their platform, they simply don’t have the time to talk to those outside their immediate frame of reference.  Firms... (more)