How is your social media team structured?
At Vanguard, marketing is decentralized and social media is embedded within business lines.
Allen Plummer is on Vanguard’s institutional marketing team. He’s responsible for marketing in its business-to-business efforts, including addressing corporations, pensions, 401(k) plans and small-business owners.
Social media at Vanguard has always been in-house, Allen says, for two reasons: the regulated nature of their business and the need to control content. From a compliance standpoint, they have to audit and get legal approval of everything to be published. Creating content in-house gives them more control over their brand image and monitoring across any channel, he says.