Morgan Stanley Smith Barney is rolling out LinkedIn and Twitter to its full 17,000-member financial advisor force with the aim of helping to make time spent in front of the computer more effective than cold calling client prospects.

The rollout of those platforms follows a successful pilot including 600 of the firm’s advisors. Of those participating advisors who used the social media platforms on a daily basis, 40% were able to attract new clients through their efforts, said Lauren Boyman, executive director of digital strategy, social media and content at Morgan Stanley.

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