The third Intelliflo survey into broker social media activity showed 70% of its Intelligent Office software users using social media for business purposes, up from 58% in 2014 and 61% in 2015.
LinkedIn has jumped up the ranking, with 60% actively using it in 2016 compared to just 53% in 2015. Twitter usage is also up from 35% to 40% in 2016. Facebook has also increased in popularity with 36% now using it compared to just 25% in 2015.
Google+ is still the least popular at just 6%, which is up slightly compared to 4% in 2015 and 2014.
Most used the social channels in a bid to attract clients and be seen to be keeping up with modern methods of communication. Others, or 50% up from 41% last year, said they use it to help with Search Engine Optimisation (SEO) and 42% reportedly keep up to date with news and events. A significant number – 46% up from 37% in 2015 – also use it to communicate with clients.
However, 30% of advisers have never even tried to use social media, citing the lack of time and resources to devote to it or questioning its relevance for their business.
Nick Eatock, Intelliflo’s executive chairman, said: “It’s interesting to see how use of social media is increasing with advisers year-on-year and there’s no doubt in my mind that, done correctly, there are tangible business benefits to be gained. However, it does require a strategy, governance and resources to be effective and that’s clearly a barrier for some businesses currently.”
Regular Mortgage Solutions blogger Emma Coffey from Goldsmiths Williams also offers a variety of top tips and strategies on how to use Twitter for your business.