Raymond James Financial (RJF) in St. Petersburg, Fla., announced Thursday it will use Hearsay Social to support its employees' use of social media.
The financial services firm, which has $413 billion in assets, plans to use the social media marketing platform to attract and engage with customers through LinkedIn, Facebook and Twitter.
Hearsay would provide Raymond James advisors with access to a vast library of pre-approved, topical content. Advisors would also be able to post original content, after it is reviewed for compliance.
Hearsay can also identify "social signals" that clients share online, including a new job, retirement, or marriage, said David Adams, a Raymond James advisor, in a press release. Adams plans to use the service to respond to customers' posts with targeted and timely outreach.
"Social media engagement is becoming critical to helping advisors manage and build their brands and support their client and prospective client communications," says Mike White, chief marketing officer at Raymond James, in the release.