Making content about their funds interactive and encouraging back-and-forth communication with customers earned Vanguard, Fidelity Investments, TIAA-CREF, BlackRock's iShares and The Hartford the top scores in Kasina's rating of asset management firm's use of social media.

"These firms are all doing two-way communication. They are not just pushing content out at recipients," said Eric Daugherty, a principal and director of research at Kasina. "Secondly, they are focused on high-quality content. They are not just throwing anything out there to be in the social media space. These top five are really out in front of the pack."

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