Our client is an investment management firm that manages the money of wealthy individuals, families, endowments, and foundations. They invest this money in a variety of different assets, including stocks, bonds, real estate, and other securities. Our clients goal is to grow the money that they are entrusted with while minimizing risk.


The biggest problems that the marketing teams face at investment management companies are a lack of confidence from employees when it comes to using social media, difficulty understanding how to use social media for marketing, and unclear guidelines in terms of content and style. This often leads to a risk of violating FINRA compliance guidelines, as well as a lack of training on how to properly use social media platforms. Additionally, it can be difficult to measure the ROI of social media campaigns, and companies often struggle to keep up with the pace of change in social media. Finally, there is always the fear of negative publicity if employees make mistakes when using social media.


26 Characters created an advocacy handbook that outlined a firm approach to employee use of social media. Focused on LinkedIn, the handbook contained guidelines for style and preferred content. Our playbook served as the centerpiece in the unified approach to training employees on using social media for digital marketing. The playbook helped our client maintain FINRA compliance guidelines, and it represented a step forward in digital operations for the company.


The client was able to see significant increases in employee adoption and usage of social media, which led to better overall engagement with potential customers. This case study provides a great example of how we can help solve complex problems for our clients.