Financial Standard Comments - Super funds get serious about social media With social media becoming increasingly more powerful as a means of systemising client engagement, a clear strategy is needed for targeting members and managing risk, according to Buchan Consulting. https://www.financialstandard.com.au/feed/latest?story=25207394 Wed, 06 Feb 2013 14:34:05 +1100 Wed, 06 Feb 2013 14:34:05 +1100 en-AU Copyright 2026 Financial Standard 5 Comment by Phil Sainsbury (An Industry Super Fund) I'd be interested to know what 'practical and simple solutions that clients can benefit from' can be communicated via social media?

I'm in no way against use of social media, it can be an incredibly powerful tool but there seems to be a rush by funds (and a push by media/experts for fund) to take up social media. And I don't believe that enough consideration has been given the the efficacy of using social media. Fund members who need the most amount of communicating to 'the most', are those in or approaching retirement. Has anyone stopped to look at the penetration rates of social media use in the cohort of 65+ year old?

Coupled to this, are those cohorts most aligned with social media use, very easy to engage with? It would be fair to hypothesis that HostPlus has one of the youngest member cohorts (a lot of members working hospitality while at uni etc), who would higher social media penetrations. Yet out of 1m odd members, they have just over 2,000 twitter followers.

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]]> Phil Sainsbury (An Industry Super Fund) Wed, 06 Feb 2013 14:34:05 +1100