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Social Pros Podcast

Feb 4, 2022

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media.

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Full Episode Details

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content.

Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry.

Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual’s approach to working with influencers and why they focus more on micro-influencers who represent everyday people.

As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy.

In This Episode:

  • 5:57 – Whitney fills us in on what Northwestern Mutual offers
  • 7:50 – How Whitney helps financial professionals with their social media efforts
  • 10:24 – How to navigate compliance regulations on social media
  • 11:35 – How Whitney and her team makes financial content fun
  • 14:23 – Why Northwestern Mutual uses a very different tone on social
  • 17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization
  • 19:11 – Advice for taking over a new social media team
  • 21:11 – How Whitney’s background as an attorney plays into her current role
  • 22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy
  • 26:59 – How Whitney picks influencers to work with
  • 28:44 – How customer relationships with financial advisors have changed since COVID
  • 31:06 – Why data is one of the most important parts of social media
  • 34:49 – Northwestern Mutual’s focus on younger customers
  • 37:37 – Why LinkedIn content differs from Instagram content
  • 38:55 – Why Whitney isn’t a huge fan of Reels
  • 43:26 – Whitney’s top tip for anyone looking to become a social pro


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