Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Practice Management > Marketing and Communications > Social Media

How are you using Facebook?

Your article was successfully shared with the contacts you provided.

I have to admit: When it came to social media marketing, Facebook was one of the last channels I dove into. To me it was too personal. I didn’t want clients seeing the same pictures and posts as my college buddies — or worse: an embarrassing comment posted on my wall.

However, I’ve come to realize that whether we like it, the openness of social media means it is almost impossible to keep different parts of our lives distinct, and in trying to do so, I was missing out on an opportunity. People buy from people, not companies. Facebook allows you to connect with customers on a more personal level. If used properly, Facebook can provide a unique channel to connect with clients in a new and exciting way.

Here are some questions to ask when considering Facebook marketing:

1) Are you primarily trying to reach new clients? Or are you trying to communicate better with existing clients?

2) Do you want to improve client engagement?

3) Are you establishing a base from which you can sell future products?

4) Do you want to increase referral business?

Keeping these objectives in mind helps define your Facebook strategy and allows you to set metrics by which to monitor the success of your campaign.

Sign up for The Lead and get a new tip in your inbox every day!

More tips:

Connect with Amy McIlwain on Facebook at, and visit her blog for additional tips at


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.