Most institutional investors say they’ve increased their reliance on content from social media in the investment decision-making process after adopting hybrid working environments, according to a new survey from Coalition Greenwich and commissioned by LinkedIn.

The survey, which polled 232 senior investment professionals at pension funds, insurance companies, endowments, foundations and family offices in the Americas, Europe and the Middle East, asked about organizations’ consumption of digital media and its impact on the investment process and investment decisions.

About two thirds (67 per cent) of respondents reported their firms became increasingly reliant on information sourced from social media while operating hybrid workplaces during the coronavirus pandemic.

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The survey found the most popular type of digital content consumed by institutional investors was information from asset management firms. Indeed, 80 per cent of respondents reported regularly reaching out to asset management firms for customized research.

“Providing personalized investment research is more important than ever,” said Dan Connell, head of market structures and technology at Coalition Greenwich, in a press release. “With less face-to-face contact, asset managers must make a conscious effort to provide the personal touch that many institutional investors expect.”

While institutional investors’ may expect a broader amount of information from asset managers, the survey also found there was little interest in deeper content. Just 20 per cent of respondents said they’d be interested in reports requiring more than 30 minutes to read.

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