Expanding your reach through social media

Marketing

Expanding your reach through social media

In addition to making you easier to find online, social media gives you an opportunity to control the perception clients and prospects will have of you and your business.

Consider social media as an extension of what you are doing in your business, an important part of managing your brand as an advisor. In addition to making you easier to find online, social media gives you an opportunity to control the perception clients and prospects will have of you and your business.

Here’s a breakdown of the three main platforms for social media and how you could – and should – be using each.

  • Largest professional network
  • Majority of advisors have LinkedIn profile
  • Formal, professional network
  • Use for managing perception of your experience and expertise, finding new connections (clients or centers of influence) and looking for important changes in your clients’ lives (job change, move, etc.)
  • Optional: One business profile per team or per advisor.
  • All profiles should be submitted to Compliance department for review and approval.

  • Largest social network
  • The second most popular with advisors, following LinkedIn
  • Informal, conversational network
  • Use for engaging clients with photos and videos, showcasing your personality and listening for client milestones (birthdays, graduations, etc.)
  • Optional: One business profile per team or per advisor.
  • All profiles should be submitted to Compliance department for review and approval.

  • Microblogging network (140-character updates)
  • Least used by advisors
  • News and informational network
  • Use for aggregating news, providing updates and searching for timely topics
  • Optional: one business profile per advisor or per team
  • All profiles should be submitted to Compliance department for review and approval.

Whether you, a member of your staff or an outside firm is establishing your social media presence, it’s best to check out the competition and conduct market research to define a successful social media strategy for the audience you’re trying to reach. That research can help you create long-term goals for your business. 



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