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Practice Management > Marketing and Communications > Social Media

Separate, Communicate, and Cultivate: Embracing Social Networking

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With every new advancement comes a commensurate learning curve. This is never more true than with technological innovation. Although I realize that ‘social networking’ is not the latest thing to come down the pike, I must confess that it has not been something which I have used to any significant degree.

Alas, I think the time to act has come, and as a result, a personal paradigm shift is required. With the growing popularity of Facebook, Twitter, LinkedIn, and the like, to ignore is to suppress growth. Therefore, I'd like to share with you, the reader, what I am about to do, and ask those of you who have already embraced this forward-looking media for input.

Facebook, the largest of the three aforementioned options, has a rapidly growing online community. The iPhone, iPad  and other such mobile devices has made the world a little bit smaller and has captured the attention of a growing base of 'advisor-seeking' individuals. What I don't know for sure is how many of these tech-savvy seekers are of the financial stratus to appeal to advisors looking to grow their business. Clearly, there is a movement toward this approach, and although I don't believe it will supplant referrals from satisfied clients and centers of influence, my hunch is that it will augment the pipeline, and that's a good enough reason to spend the necessary time learning how to use this tool.

This year I have engaged a computer science major to enhance my website. It will ultimately include online questionnaires, videos, podcasts and more. The key is to make my site dynamic, not static. It needs to contain valuable content with a targeted appeal to the type of clients I seek.

When the website is complete the mission will be to drive individuals to it and, more specifically, the right individuals. Keywords are always important, but like many things, adding additional strategies on the periphery will only serve to increase the number of hits and hopefully the number of clients. Enter social networking.

Let's say I have written an informative piece in my newsletter about the commodities market. I'll put a teaser, and maybe the introductory paragraph, on a social networking site. All my 'friends' on the site will see my post, and hopefully click to navigate to my website, and to the article. Hence, the more friends I have on the networking site, the more visitors I should get on my website. 

In order to do this effectively, it should be ‘non-salesy’ and current. Any suggestions?

Thanks for reading!


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