How to Make Finance Fun with Social Media

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media. Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Full Episode Details Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content. Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry. Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual's approach to working with influencers and why they focus more on micro-influencers who represent everyday people. As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy. In This Episode: 5:57 – Whitney fills us in on what Northwestern Mutual offers 7:50 – How Whitney helps financial professionals with their social media efforts 10:24 – How to navigate compliance regulations on social media 11:35 – How Whitney and her team makes financial content fun 14:23 – Why Northwestern Mutual uses a very different tone on social 17:10 – How Northwestern Mutual went from being "the quiet company" on social to a social-first organization 19:11 – Advice for taking over a new social media team 21:11 – How Whitney's background as an attorney plays into her current role 22:55 – Where influencers fit into Northwestern Mutual's marketing strategy 26:59 – How Whitney picks influencers to work with 28:44 – How customer relationships with financial advisors have changed since COVID 31:06 – Why data is one of the most important parts of social media 34:49 – Northwestern Mutual's focus on younger customers 37:37 – Why LinkedIn content differs from Instagram content 38:55 – Why Whitney isn't a huge fan of Reels 43:26 – Whitney's top tip for anyone looking to become a social pro Resources Get the new State of Marketing report for free from Salesforce Onalytica B2B Influencer Compensation Report Northwestern Mutual's Twitter Northwestern Mutual's Facebook page Northwestern Mutual's LinkedIn Northwestern Mutual's Instagram Northwestern Mutual's YouTube channel Whitney's blog - Mrs. Millennial Visit SocialPros.com for more insights from your favorite social media marketers.