According to research from the provider, 41% of advisers do not use any social media. And of those that do, most use LinkedIn (at 33%), with users tending to check in on a weekly basis (18.5%) or less frequently (22%).
Twitter and Facebook are used in a professional capacity – but only by 13% of advisers.
However, Aviva argues that with 68% of people now searching online when making decisions about money-related goods and services, advisers should make more of the opportunities social media affords.
The company has launched an online platform as part of its New Thinking campaign offering advisers information on how they can reach a wider audience using Facebook, Twitter and other forums.
The site also offers videos featuring advice from digital experts, infographics, library documents and social media links.
Aviva intermediary director Andy Beswick said: “The research shows that while many advisers use digital and social media to follow key influencers in the industry or for their own research, very few use it to reach new clients or engage with their existing ones.
“While advisers do need to consider the regulatory aspects of using digital and social media, this shouldn’t discourage them from making the most of opportunities its affords.”
