ABSTRACT
* Prior research shows that during periods of high market volatility, investors tend to shift wealth from risky to safe assets. * This research examines the behavior of registered investment advisers (RIAs) and their clients during the 2020 market downturn due to the COVID-19 pandemic, specifically exploring portfolio management decisions during this period. * The authors of this study find that RIAs provided value to their clients during the COVID-19 market crash, using effective buy/sell strategies. * This study also investigates the use of Twitter as a means of communication with prospective and existing clients. The authors discuss how financial advisers can benefit from continuing education resources around managing investor behavior online when so many rely on social media. Financial planning stakeholders, specifically RIA firms, organizations such as the Financial Planning Association, and the Certified Financial Planner Board of Standards, would serve their members well by utilizing more aggressive public campaigns to promote awareness of the value associated with working with financial advisers. Additionally, regulatory bodies and compliance departments should consider providing financial advisers and marketing departments with greater flexibility around the use of social media as a tool to educate and disseminate information during periods of high market volatility.