Code switching is a term that describes the changes people (usually subconsciously) make to their demeanour and speech in various environments.

Simply put, it is the difference between how you talk with colleagues and how you chat with friends. Your tone, the volume at which you speak, the words you choose and even how you react to what people are saying can all be very different.

This is how you should approach social media.

Reading the room

If you think about each platform as a distinct physical space, it becomes easier to figure out the best way to grow your brand recognition.

Before we dive into each one, it is hugely important to note that code switching is not about being inauthentic. Each version must still be you, just tailored to a particular environment.

An easy one to begin with is LinkedIn, which is an office. The priority is to be business appropriate. Each company has its own set of values and beliefs, but everything must have a veneer of professionalism. Even the most light-hearted of posts must consider brand and messaging.

Connections are based on promotion – this can be of yourself or your company.

For asset and wealth managers the most important thing is to know your target audience. LinkedIn users are not a patient bunch, and they will quickly get fed up with being bombarded with content that is not relevant to them. There are ever growing numbers of people trying to ‘grow their personal brand’ and become influencers, which has seen a huge increase in posts of a much more personal nature. While this approach may work for some individuals, the fickle nature of social media means that one ill-judged corporate post can cause significant damage.

Key takeaway: Professional but not boring. Stay true to your brand

Facebook is more of an out-of-town shopping centre. It was very popular a while ago but tends to attract more of a mature crowd. It’s where to find long-standing brands and bigger players, as well as some niche boutiques.

Connections are based on familiarity and understanding of the product(s) on offer.

Persistence is key for asset and wealth managers. Facebook users are typically older and can be more conservative, but this is where a lot of the existing wealth and opportunity lies. Newer brands will need to ensure their messaging consistently appears on the platform to build awareness, while longer standing names will need to maintain a presence to remain relevant. There is room for some quirkiness and colouring outside the lines but remember that many Facebook users still call them Opal Fruits. Nostalgia in a digital age can be a powerful tool.

Key takeaway: Old but gold, but only really if you got there first

X (formerly Twitter) is edgier and feels like a football stadium. It can be very tribal. Hashtags make it easy for people with similar interests to find each other and interact, which can strongly amplify ideas and build alliances. Things can turn hostile, however.

Connections are based on shared interests – positive and negative.

Many asset and wealth managers have hit pause on their X strategies or taken the decision to leave the platform entirely in recent years. As with anything that becomes heavily politicised, the risk of alienating a key (and sizeable) demographic is high. It’s not the end of the road for the platform yet, but a cautious approach is recommended, as well as crystal clear posting guidelines for your team.

Key takeaway: Most professionalism has gone out the window, proceed with caution

Instagram, an extension of Facebook, is a loud and chaotic space where it is difficult to stand out, so think of it as a public park packed full of individual spaces and attractions. Users gravitate towards their primary interests – the skate park, the playground, the jogging path etc – but are free to wander where inspiration and interest guide them.

The focus is less on interaction and more on following and sharing. Instagram users are younger and very tech savvy but have incredibly short attention spans. The ability to flit past anything that doesn’t immediately grab their attention is a big stumbling block for asset and wealth managers trying to establish a presence and grow their brand recognition.

Much like with every social media platform, users tend to follow people, not companies. For asset and wealth managers this presents an opportunity to showcase who you are and what you do with a hint of humour or taking part in trends.

Key takeaway: 60% vibes, 40% professionalism

Creativity is the name of the game for TikTok, so think of it as a theatre or an art school. Video is the only available format, but it is very similar to Instagram in the demographic it attracts and how users view and engage with content. The focus is on individuals and influencers.

Connections are based on interests and emotion.

For asset and wealth managers caution is warranted here. The decision by the US Supreme Court to ban the platform unless it was sold by its China-based parent saw the lights briefly switched off in January. A stay of execution was gifted by President Donald Trump but while TikTok’s future outside of the US appears relatively stable, the same cannot currently be said for its American presence.

Key takeaway: Not synonymous with professionalism but little competition at present

Social savvy

There is no harm in taking a different approach to each of your chosen platforms. But any campaign - on social media or via other channels - must be true to your company and its values.

Social media users can sniff out insincerity faster than Columbo can identify who dunnit. And the backlash can be brutal.

Above all else, everything you do must be authentic.

If you are interested in finding out more about how social media could support your marketing efforts, please don't hesitate to get in touch.