Financial Advisors, Hedge Fund Managers, and Financial Professionals:

How do you know if there is a piece of news that comes out about you or your fund? Do you have an external public relations team managing your reputation? How fast would you be informed if a news reporter misquoted you, or worse – said something false about your fund resulting in redemption calls?

These are the questions that might seem drastic and keep you up at night, but they do not need to because there is a solution. It’s called “Google Alerts.” Even if you have an external public relations team managing your financial company’s communications, you will want to be the first to know if there is news out for your firm. The best way you can do this is to set a keyword alert on Google.

Below are the steps to set up a Google Alert for your company:

  1. Create a business Gmail account so that you can keep your business and personal mail separate.
  2. Forward all emails from the Gmail account to your professional address if you want to receive the news immediately. To do this, follow the directions here.
  3. Next, go to this link and enter in every variation of your company name and any other search terms you want to track. For example, if it’s “XYZ Fund” make sure you also enter the legal entity “XYZ Fund LLC” if that is the correct name. Additionally, if you are interested in news about “Family Offices” or “Endowments,” enter that too but perhaps change the frequency to once a day, so you are not inundated with articles related to Family Offices and Endowments all day long.
  4. Once you enter your company name, click on the pencil icon next to the search term and change the frequency to “as it happens” and then change the how many options to “All results.”
  5. Now you will receive all alerts of your company name, as it happens, directly to your inbox. The reasons to have this might be obvious, and here are a few additional benefits to having a Google Alert on your financial company:
  • It helps you protect your brand. If a copycat pops up in Japan, China, or anywhere in the world, you will be the first to know and can inform your legal team and find recourse right away.
  • You will be aware of any mentions in off the wall blogs. There are a lot of “news sites” combing through 13F filings for different hedge funds, posting all sorts of commentary, and you will want to know what they say.
  • Keep track of news relevant to your fund and interests. My company Buy Side Design has alerts on our clients, their competitors, and subjects like graphic design, web standards, marketing, hedge funds, pensions, and family offices. We recommend you have at least one other person in the firm set up key terms and review them on a weekly or daily basis, depending on the size and mandate of your company.

Feel free to reach out to us at Buy Side Design if you need help setting up a Google Alert or want to talk about developing a corporate marketing program.