The firm, a broker-dealer based in Santa Monica, Calif., expects to reach out to home office staff, reps and their clients through the new pages, Craig Lewis, vice president of marketing for NPC, told AdvisorOne on Monday.
“We’re trying to put a face to what a broker-dealer really is,” Lewis (left) said.
While some firms use social networks as a branding tool or to gather information, NPC intends to use Facebook and LinkedIn to interact and communicate with its followers. Lewis identified four topics of interest the firm will focus on to prompt an “open conversation”: culture, product announcements, industry news and best practices for reps.
In July 2011, National Planning Holdings Inc., NPC’s holding company, selected Erado as its social media monitor and archiver for reps at its four broker-dealers, INVEST Financial Corp., Investment Centers of America, National Planning Corp. and SII Investments.
Reps at NPC have been using a social media module since October 2011, Lewis said. About 40 of the broker-dealer’s 1,500 reps are using it. Lewis expects this number will increase as social media become easier to use for financial advisors.
“We’re in the same boat as advisors,” he said of social media use. “We’re entering this area together.”
“It’s not a recruiting tool. We want to provide useful information, and also recognize awesome achievements,” such as advisors’ charitable work, he said.