Advisers are turning to social media for a variety of uses in their businesses, including lead generation and customer care.

According to new research by Zurich Financial Services Australia and Beaton Research and Consulting, advisers’ usage of Twitter has grown 123% since December 2011.

Popular business-based social media site LinkedIn has seen 74% growth from advisers.

This compares to the average growth of Twitter usage (20%) and for LinkedIn (34%) during the same period.

Zurich GM Retail Life Philip Kewin says the latest research has proved advisers had recognised the importance of social media across the business value chain.

“These latest figures show the extent to which advisers are embedding social media into their everyday business operating model, from lead generation to customer care strategies,” he says.

“The report also found a 56% growth in the use of YouTube and 36% growth in Facebook usage during that period by advisers.”