Merrill Lynch Global Wealth Management recently released its own Flipboard channel. According to Wall Street & Technology, this is the first financial services firm to join Flipboard, a social media news site that allows users to curate their own content. Merrill’s channel will feature content for existing clients and the general public. Joe Corriero, head of digital marketing at Bank of America (of which Merrill Lynch is a part), said, their clients’ consumption habits are shifting to smartphone and tablets.
Merrill isn’t offering research reports or investment tips. Content will consist of Merrill experts writing about a range of topics including the economy, retirement, divorce, remarriage and their true costs. “It’s not stock-specific content; it’s broader, more macro content,” Corriero told Wall Street & Technology. Merrill also uses its web site and social media to distribute content. The firm’s Twitter account has over 34,000 followers. It also has a YouTube channel and a presence on LinkedIn.