One spring morning in New York City’s Financial District, several besuited men couldn’t help but stop and gaze at a rather out-of-place sign hanging from the New York Stock Exchange building.

“Follow us on Pinterest!” read the enormous red banner.

A few weeks later they stopped again, this time in front of a yellow sign reading, “Follow us on a Snapchat!”

These promos are the handiwork of Matthew Kobach, the digital and social media manager at the NYSE. A former social media lecturer at Indiana University, Kobach was hired three years ago to, among other things, help make the dense, complex, and frankly boring world of stocks more approachable, specifically to millennials. And in 2018, that means social media.

“I don’t think people expect the New York Stock Exchange to…”

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