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Practice Management > Marketing and Communications > Social Media

Social media and advisors: So, now what?

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You’ve spent the time and effort to get your social media sites developed, now what? The premise of social media is to present valuable content to others in your social network.

So where does all of this great, valuable content come from? Do you have to be a prolific writer or hire someone that is? And how difficult will it be to get content through compliance? The good news is that there are solutions to the continual release of valuable content.

The easiest way to consistently add new content to your social media presence is to consider using compliance-approved content available to you through your broker dealer or firm. Often there are various materials that you can literally take “off the shelf” and use. Typical items may include prewritten articles, whitepapers, seminar presentations and prewritten newsletters. There are also libraries of content that can be found through services like

Probably the most powerful content, however, comes when you write it because it has your voice and tells something about you. If you write three or four paragraphs a month (not an incredibly tall task), you will have content that can be shared between social media sites, your blog, turned into video, etc. The key isn’t to become a perfect writer; the key is to get your voice and knowledge out. Relay stories about client situations you’ve seen (keeping the person confidential of course), mistakes you’ve witnessed made, and knowledge you have gained through your reading or at meetings you have attended.

Content is everywhere. Whether you use preapproved content or write your own, blocking out just one hour per month could make a big different in how your social media begins to gain traction, followers, and becomes a powerful referral conversion tool for you.

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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. Kuzmeski has personally consulted with some of the world’s most successful CEOs, entrepreneurs and professionals. For more information, go to