Morgan Stanley Twitter strategy

It is huge news that Morgan Stanley Smith Barney is allowing its 18,000 financial advisers to post from a library of pre-authorised messages on Twitter and LinkedIn.

Why? Because we’re talking about the heavily regulated and litigious world of financial services, where everything is checked, recorded and controlled. Plus this is one of the most traditional and revered of the big wig Wall Street Banks.

Here they are, not just using social media but recognising that social media is a tool that can empower and equip their workforce to greater results.

The early days of the telephone must have been similar. Huge caution and suspicion to begin with from the concerned traditionalists alongside crazy enthusiasm from the young Turks, before he technology became recognised as an essential tool for everyone.

To me, this announcement is a harbinger of a day when social media isn’t about corporate communications, PR and marketing. It’s a tool to be used sensibly by trusted employees on every device.

Yup – like a telephone!

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