How to Make Finance Fun with Social Media

Feb 4, 2022

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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.

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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

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