Summary
Adoption of social media among investors is relatively high, but many investment firms have been slow to embrace the medium. The Vanguard Group has had success by using social media to engage with and learn from its clients and now feels that it has a better sense of what clients want to hear from Vanguard. In the past five months, its Facebook and Twitter audience has nearly tripled. By using the people, objectives, strategy, and technology (POST) methodology, other investment firms could enjoy similar success.
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