The largest super funds generally have the strongest social media presence, and industry super funds have a marginally stronger presence on social media than their retail competitors, according to a report from Meltwater Australia.
The report, into social media and the super industry, found AustralianSuper had the largest presence on social media at 29 per cent, followed by SunSuper (20 per cent), HESTA (12 per cent), and QSuper (nine per cent), Super Review has reported.
“Approximately 55 per cent of all engagement could be attributed to industry funds, in comparison to 45 per cent of engagement for retail super funds,” the report said.
Some of the most prominent terms for industry funds on social media were superannuation, auspol, swindle, and outperform retail.
The retail funds’ most used terms were superannuation, auspol, outperform, and swindle.
“Industry funds should perhaps shift the focus to themselves, and look to compete with each other, rather than their retail counterparts,” the report said.
“For retail funds, there appears to be a need to change this perception… Retail funds have a relatively low presence on social media in comparison to that of industry funds.”
AustralianSuper and SunSuper were the top funds when it came to raising women’s issues on social media.
The report found that super funds’ social media posts that highlighted the gender gap in retirement were most prevalent during the lead up to the Federal Budget.