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Investment Managers Must Change their Stance on Facebook

by Graig Norden
on January 25, 2018

Investment Managers Must Change their Stance on Facebook

Rocky II is the most underrated film in the series. No disrespect to Rocky IV, which essentially ended the Cold War, but the plot in II is simply more dense than any of the sequels. There’s also an anecdote in the film that relates to the recent issues Facebook is seeking to address.

For context, Rocky promises his wife that he wouldn’t return to the ring because of the injuries he had sustained, but reconsiders to help feed his newborn son. So Rocky goes to visit his old trainer to see if he will train him for a rematch with Apollo Creed. In the staircase of a bleak and dimly lit apartment building, Burgess Meredith’s Mickey opens his door to greet Rocky. Noticing that Mick is wearing a hearing aid, Rocky asks him about it and Mickey responds, “what it is, is I hear stupid things better.

Perhaps Facebook is a metaphoric hearing aid that lets us all hear stupid things better.

rocky.jpg

Consider that Facebook execs are openly assessing the company’s negative impact on elections, partisan politics, and fake news. This comes on the heels of Mark Zuckerberg saying, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

While there are some who likely prefer this "relevant content" to self-promoting photos from acquaintances or looney political posts from relatives, many will be happy to know that soon there will be less content on the News Feed from businesses, brands, and media.

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Many investment managers have just warmed up to the idea of using social media. However, the policy change by Facebook means it’s time to reevaluate your strategy, particularly because it might now be futile to boost or promote your content.

Here are three suggestions:

1. You will now have to rely more on users to promote your content with likes or shares. So sharpen your pencil and write something that stands out. Ahem.

2. According to WordStream, social video generates 1200% more shares than text and images combined. You read that correctly. Time to create some videos.

3. Consider sharing your content on other platforms where user expectations are more aligned with your goals. Seems obvious, right? Try posting your blog on Apple News, Flipboard, or Medium -- or Harvest, for that matter!

After getting bludgeoned all match by a superior fighter, the crescendo of the fight sees Rocky switch back to his natural southpaw stance to the dismay of Apollo. Both fighters end up knocking each other to the ground simultaneously in the 15th round, but Rocky gets back to his feet on the count of 9 to become the new heavyweight champion.

Just like Rocky, investment managers will have to change their stance on Facebook.

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