Many financial advisors hesitate to use social media because they are concerned about compliance. Although you should be very careful about what you say and how you say it, that doesn’t mean you can’t be on social media at all. There are many ways to bring relevant content to your existing clients and reach new ones through having an online presence. Current rules allow plenty of flexibility to use social media effectively. Here are three things you can do to make sure you’re leveraging this important tool:
- Follow the Rules of Your Firm
The most important thing to do is to familiarize yourself with how your firm operates and how comfortable they are with the social media world. If your boss advises against using Facebook, don’t use Facebook. Your firm has an obligation to set guidelines and monitor your social media activity, and being familiar with their policies (and following them closely) is in your best interest.
- Create Your Own Content
Creating content is all about getting buzz around your firm and the services you can provide. The best way to create your own content is to start a blog, whether it’s personal or one affiliated with your company. Here, you’ll want to provide a good mix of evergreen content (things that are always relevant), current events and topics people are talking about. Creating original content gives you something to share on social media and helps spread your unique voice and skillset across the web.
- Build Trust With Clients and Potential Clients
Social media is a great way to build trust and establish a rapport with your clients, while also reaching a potential new client base. Sites like Facebook, Twitter and LinkedIn are also a great opportunity to establish credibility. Joining a LinkedIn group and participating in relevant discussions is a great way to connect with customers and prospects to increase your brand awareness. It’s also a good idea to back up your expertise with articles from outside sources. Share an article on Twitter, but preface your tweet with a statement like “I often tell my clients to do this important thing.” This helps old and new clients trust that you’re giving them good advice.
These three things are important to remember, no matter how your firm decides to leverage your social media tools. In the end, your firm shouldn’t be afraid to use social media. In fact, many financial advisors are becoming social media savvy. Those that don’t use it, run the risk of being left behind.
Sydney Brodie is a Junior Associate at Flackable, LLC, a national public relations agency supporting the communications needs of registered investment advisors (RIAs) and other forward-thinking financial services firms. To learn more about Flackable, please visit www.flackable.com.