Plan
sponsors should tailor each post to the strengths of each platform. For
example, Facebook can be used for general information and dialogue
building, YouTube can be used for succinct and/or witty video content,
and Twitter can be used for concise announcements.
Vary the
frequency of posts depending on the medium. For example, Facebook posts
may appear weekly, while Twitter posts can be used more often
“Do
not build social media pages that will remain dormant or unused,”
Corporate Insight says. “Accomplish more than just dialogue building by
linking to resources and articles when applicable.” The firm also
suggests incorporating infographics wherever possible.
Corporate
Insight suggests using standard business language: don’t be too formal
or try to speak in the perceived voice of a specific generation.
However, plan sponsors should keep in mind the audiences they are most
likely to reach through each medium. According to the firm, plans can
see as much as a 50% increase in communication with Millennials by using
social media versus relying on call centers and in-person interactions.
Finally, Corporate Insight says, while a social media manager
would be nice, plan sponsors do not need one to get started posting.
An infographic of Corporate Insights’ suggestions is here.
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Industry Groups Slam Trump, Acosta for DOL Fiduciary Rule Flop
Financial services industry lobbying groups quickly voiced surprise and frustration once confirmation emerged that the Trump administration will allow a strict new fiduciary standard to take effect.
The U.S. Department of Labor (DOL) has confirmed
that it will not seek to further delay the June 9, 2017, applicability date
of the new fiduciary rule defining investment advice and establishing the best interest
contract exemption (BICE) and other related exemptions under the Employee
Retirement Income Security Act (ERISA).
The effect is that the policing power of the DOL will be greatly
expanded, reaching over individual retirement accounts (IRA) and the vast
majority of investment and advice providers to defined contribution (DC)
retirement plans. Suffice it to say, this is a surprising outcome given that the
new fiduciary rule and its accompanying exemptions are signature Obama-era regulatory
actions that have
been flatly criticized by the new president and many members of the Republican
Congressional majority.
It stands to reason that the administration won’t aggressively enforce the new standards, but it must be observed that the fiduciary rule effectively establishes new opportunities not just
for the DOL to pursue litigation—but also for broader private litigation alleging fiduciary breaches. In other words, just because the
DOL will not aggressively enforce this new rulemaking, this does little to address
the fact that private
litigators will also have a wider opportunity to allege fiduciary breaches
under ERISA.
Timely analysis shared by the Wagner Law Group rehearses
some other considerations for retirement industry professionals. As the
analysis lays outs, technically speaking the DOL has formally started the
implementation process, issuing a temporary
enforcement policy and a new set of Conflict
of Interest FAQs that focus on the transition period stretching from June
9, 2017, to January 1, 2018. This action follows the DOL’s April 7, 2017,
final rule which delayed the applicability date by 60 days from April 10, 2017,
to June 9, 2017.
“As a result, June 9 is the date on which persons who
provide investment advice (including rollover advice) for a fee or other
compensation (direct or indirect) will be deemed to be fiduciaries under the fiduciary rule. During the shortened transition period (June 9, 2017 to
January 1, 2018), financial institutions wishing to rely on the BICE, the Class
Exemption for Principal Transactions or Prohibited Transaction Exemption 84-24
in order to receive variable compensation related to the advice they give, need
only comply with the respective Impartial Conduct Standards (ICS) in these
exemptions,” the Wagner analysis explains. “For the BICE, the ICS consists of
three component standards: (i) receiving no more than reasonable compensation,
(ii) refraining from making materially misleading statements, and (iii)
providing advice in accordance with the best interest standard of
care. The best interest standard has two chief components: prudence
and loyalty.”
The FAQs state that under the prudence standard, advice
given must meet a professional standard of care as set forth in the BICE, and
that “under the loyalty standard, the advice must be based on the interests of
the customer, rather than the competing financial interest of the adviser or
the firm.”
NEXT: Legal
considerations for the transition period
The Wagner Law Group says many clients are
asking what it means to comply with the impartial conduct standards in
isolation when other related requirements—contracts, written disclosures
and representations, designation of a person or persons responsible for
addressing material conflicts of interest and ensuring adherence to the ICS—have
been waived until January 1, 2018.
“The FAQs clarify that conflicts of interest may exist
during the transition period without rendering the BICE unavailable or
resulting in a failure to comply with the ICS,” the analysis suggests. “During
the transition period, the DOL expects financial institutions to adopt such
policies and procedures as they reasonably conclude are necessary to ensure
compliance with the ICS; however, they have the flexibility to choose precisely
how to accomplish this. Thus, to the extent not already done, financial
institutions should continue to review current compensation structures,
identify conflicts of interest, and implement conflict mitigation strategies. Having
some form of policy documentation that is aligned with the ICS in place by
June 9 may be helpful in demonstrating legal compliance.”
Changes to other pre-existing class exemptions amended by
the DOL in connection with the fiduciary rule (PTEs 75-1, 77-4, 80-83, 83-1 and
86-128) are applicable and in full effect on June 9, 2017. June 9 is also the
date on which the definition of investment education under DOL Interpretive
Bulletin 96-1 (IB 96-1) is no longer applicable.
As the Wagner analysis explains, “While the ‘safe harbor’ in
IB 96-1 covers participant education only, investment education under the fiduciary
rule includes investment education delivered to plan sponsors and IRA
owners as well. Asset allocation models and interactive materials
must not recommend or reference a specific investment option, unless they are
being provided to a defined contribution plan with investment options that are
subject to oversight by a plan fiduciary. Additionally, investment options
with similar return-risk characteristics must be identified, and a statement
must be provided explaining how more information can be obtained on investment
options. Investment advisory agreements and disclosures pertaining to education
services, asset allocation models and interactive materials may need to be
reviewed and revised to reflect this new definition.”
NEXT: Indignation
from industry groups
Responses from industry groups have generally voiced
frustration that, after so many suggestions from the administration and
Congress that stopping the fiduciary rule was a priority, somehow the rulemaking
is still pushing ahead. Many of the statements are carefully crafted to leave
open the possibility of further working with the DOL and the Securities and Exchange Commission (SEC) to revise or replace the
rulemaking during the transition period.
SIFMA, for example, released a statement from Kenneth Bentsen,
Jr., president and CEO. He notes that SIFMA “has long supported the creation of
a best interest standard for brokers who provide personalized investment
advice, and we continue to believe
that the SEC is the appropriate regulator to do so … While we are
disappointed that the Department of Labor has chosen not to further delay the
rule until the Department has completed a review of the entire rule’s impact on
investors, we appreciate Secretary Acosta's recognition of the rule's
negative impact and his desire to seek public input … We hope that upon the
Department’s completion of its wholesale rule review, they will conclude, as we
believe the evidence clearly shows, that dramatic and fundamental changes are
appropriate and necessary.”
The Insured Retirement Institute (IRI) sounded a similar
note in commentary from President and
CEO Cathy Weatherford: “IRI remains committed to supporting a best
interest standard for financial professionals; however, the Department of
Labor's fiduciary rule is already having harmful impacts on Americans
planning for retirement … We commend Secretary Acosta for his continuing
commitment to seek and examine public comment on whether to revise or rescind
the rule and to collaborate with the SEC during this process. IRI looks
forward to working the Department of Labor, the SEC and Congress to develop a
best interest standard of care that enables all Americans to achieve a secure
and dignified retirement.”
On the likelihood of SEC intervention, Jamie Hopkins,
Retirement Income Program Co-Director at The American College, suggests
providers should not hold out much hope for an immediate move.
“The SEC was granted authority to promulgate a fiduciary
investment standard; however, they have yet to act,” he says. “While the rule
is said to be in the works, no one expects to see a final rule anytime soon.
This creates another level of uncertainty. Some critics of the DOL fiduciary
rule argue that the DOL should wait until the SEC creates a rule so that the
two rules do not conflict and that the SEC is really the correct agency to develop
such a rule. However, a potential
repeal of Dodd-Frank or another deregulatory move could strip the SEC of
their power to create a rule. So today, the SEC’s role and potential creation
of a different fiduciary rule remains up in the air.”