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The Most Influential Brokerages on Social Media

The Most Influential Brokerages on Social Media

Social media increasingly influences not only how the public perceives a broker’s firm, but also how investors find and evaluate financial advisors. With that in mind, advisors have every right to expect their firms to make the most of this marketing tool. WealthManagement.com graded the top national and regional brokerages in terms of their social media footprint on Twitter, Facebook and LinkedIn. With numbers adjusted for the size of the firm, here, in descending order, are the most influential brokerages on social media.

In this, our second annual ranking, many firms retained thier position relative to their peers, while some moved up; D.A. Davidson & Co., for instance, got a boost after starting a Twitter account in June.

Methodology: Each firm’s ranking was calculated by aggregating LinkedIn followers, “likes” generated on actively managed Facebook accounts, and both reach and influence measured by social media monitoring company Kred, all as of Jan. 8, 2015. Facebook and LinkedIn scores were adjusted by the firms’ 2013 advisor headcount, sourced by Cerulli Associates. Firms without an official presence in any given channel were given a score of zero in that category. Scores were weighted and standardized, then ranked.

Rank Firm Twitter Followers Kred Global Influence Score Kred Global Outreach Score

1

RBC Wealth Management

65,054

917

7

272,556

2

Ameriprise

2,892

705

3

103,876

3

Robert W. Baird & Co.

2,828

737

6

3,737

4

Bank of America/Merrill Lynch

94,045

874

5

0

5

Wells Fargo Advisors

137,243

965

7

204,095

6

UBS

29,658

762

6

32,172

7

Raymond James & Associates

7,143

757

5

4,704

8

Wedbush Securities

1,564

685

6

4,642

9

Morgan Stanley Wealth Management

151,828

864

6

0

10

Janney Montgomery Scott

545

653

6

539

11

Edward Jones & Co.

6,698

787

4

25,179

12

Sterne, Agee & Leach, Inc.

414

621

4

0

13

Stifel, Nicolaus & Company

795

668

4

0

14

D.A. Davidson

248

445

3

0

15

Davenport & Company

49

441

0

457

16

Hilliard Lyons

253

552

2

243

17

Oppenheimer & Co.

0

0

0

0

18

BB&T Scott & Stringfellow

0

0

0

0

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