How The CFA Institute Used Social Media to Humanize its Brand

Marissa Pick, Director, Social Media, CFA Institute

While many brands and individuals are well versed at integrating social media into their organizations and strategic communications plans, there is still plenty of confusion.

Among the things I love about social media is the opportunity it provides for brands to converse with consumers and its ability to help communicators reach new audiences.

Your audience will tell you what it likes, either explicitly or through back-end analytics. Social media provides the perfect forum to engage with influencers on various platforms and develop and engage an interactive audience. If you’re like me, you’ve found that some members of your community may be easier to reach on social media than in person.
Getting Visual
With social media success comes the integration of a visual social media-marketing plan. It’s not a surprise that visual social platforms such as Instagram are on fire with brands and consumers. The human brain processes images 60,000 times faster than text, according to 3M Corporation; and 90% of information transmitted to the brain is visually based, says Zabisco.

Visual social marketing is the new standard for driving a deeper engagement within social media. Marketers who are embracing visual content are seeing huge returns in terms of more readers, leads and customers. The statistics below should help make the case for championing visual content into your marketing mix.

40% of people will respond better to visual information than plain text.


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