Fluent use of LinkedIn and advanced features correlates to greater asset gains. LinkedIn “Experts” using 10 or more features, along with advanced features like posting network updates and sending InMail, are seeing the largest gains.

1. Financial Advisors and LinkedIn
Putnam Investments surveyed over 700 financial advisors to learn more about how they are
using social media for business. The findings are a continuation of research begun in 2012.
A source for news and industry information
Advisors consider LinkedIn to be as relevant or more relevant than traditional
news sources, and more relevant overall than other social networks for news.
The LinkedIn Advisor
Uses LinkedIn 16 times per month
Most frequent use:
•Prospecting
•Industry connections
•Brand building
Most accessed content:
•White papers
•Press releases
•Videos
$91M
Book of business
$5.5M
Typical client assets
$4.1M
Average asset gain
$1.0M median gain
Usage
55% Use LinkedIn as their primary social network
for business
30% Use LinkedIn in addition to other networks
15% Do not use LinkedIn for business
Amongadvisorsusingsocialmediaforbusiness.
Among advisors who use LinkedIn as their primary social network and have reported gaining new business through social media.
Best practices
Fluent use of LinkedIn and advanced features correlates to greater asset gains. LinkedIn “Experts” using 10 or more features,
along with advanced features like posting network updates and sending InMail, are seeing the largest gains.
Feature adoption Number of features used Assets gained ($M)
LinkedIn feature
Those who gained assets
Those who did not gain assets 1–3 4–6 7–10 10+ Average Median
Accept connections
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
59% 77% 95% 100% 2.3 0.2
List my company/firm name on my profile
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
28% 59% 94% 93% 2.5 0.3
Request connections
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
20% 66% 83% 100% 2.4 0.5
Access LinkedIn at work
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
35% 50% 86% 98% 2.5 0.4
Join groups
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
21% 39% 77% 89% 2.8 0.3
Follow companies
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
9% 40% 71% 89% 2.8 0.6
Complete my profile
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
13% 34% 65% 92% 2.7 0.4
Prospect for new clients
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
12% 31% 59% 83% 3.6 0.8
Write recommendations
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
9% 15% 37% 87% 4.3 0.9
Post network updates
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
3% 28% 22% 79% 4.1 0.9
Send InMail
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
6% 18% 38% 61% 3.5 0.6
Request recommendations
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
4% 15% 28% 70% 4.4 0.9
Post to groups/pages
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
3% 11% 32% 73% 4.3 0.9
Use LinkedIn passively
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
80%
72%
69%
51%
71%
45%
67%
49%
54%
42%
56%
30%
50%
34%
56%
17%
43%
11%
36%
14%
32%
16%
36%
7%
33%
9%
25%
44% 42% 36% 16% 17% 2.4 0.0
Other major
social networks
31% 42% 27%
44% 43% 13%
More relevant than traditional media Equally relevant Less relevant
%usingfeature

2. Roadmap for success
How do sophisticated LinkedIn advisors successfully leverage the platform in their business, and what tools do they use?
Prospecting | 72%*
Use LinkedIn to identify prospects and improve
the effectiveness of their referral network.
Feature adoption
Those who gained clients
Those who did not gain clients LinkedIn tools and features
Manage contact information 69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Connections
Request introductions
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Messages, InMail
Create a centralized communication platform
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Updates, Publishing
Cultivating leads | 52%*
Use LinkedIn to build connections with prospective clients.
Request introductions
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Get introduced
Communicate with new leads
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Messages, Updates
Use search tools to qualify potential clients
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Advanced search
Building relationships | 64%*
Use LinkedIn to enhance current client relationships.
Post market news, updates, or relevant information
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Updates, Publishing
Follow companies
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Follow companies, Company pages
Communicate directly with clients
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Messages
Participate in group discussions
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Groups
Professional knowledge | 48%*
Use LinkedIn to expand understanding of issues important to their business.
Connect with thought leaders
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Influencers
Read market news or updates posted by connections
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Pulse, Updates, Publishing
Follow relevant companies
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Follow companies, Company pages
Participate in and seek information from groups
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Groups
Read market news or information from LinkedIn Pulse
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
69%
62%
72%
53%
51%
23%
66%
33%
56%
38%
52%
45%
56%
26%
76%
50%
73%
53%
73%
42%
77%
52%
68%
53%
73%
45%
65%
45%
65%
42%
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Pulse
* Percentage of advisors who use LinkedIn as their primary social network and have reported gaining new business through social media in the past year.
Alldataisfromthe2014PutnamInvestmentsSurveyofFinancialAdvisors’UseofSocialMedia,whichwasconductedinpartnershipwithBrightworkPartnersLLC,
and surveyed 729 advisors nationally who have been advising retail clients for at least two years. The online study was conducted in late July 2014.
Putnam Retail Management | One Post Office Square | Boston, MA 02109 | putnam.com
296242 7/15