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Practice Management > Marketing and Communications > Social Media

Sail over these 4 social media obstacles

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1)  “It’s not an effective tool for reaching my audience.” This may seem like a legitimate concern; however, consider that the percentage of baby boomers using social media is consistently growing. According to a study from the Pew Internet & American Life Project, the use of social networks by people ages 50 and over has grown over 40 percent in the past seven years. AARP also cites that one-third of the estimated 270 million U.S. Internet users are baby boomers.

2)  “I don’t understand how to use it.” There are a ton of ways to use social media to grow your business and a wealth of educational resources to help you along the way, including:

• Webinars. The BrightTalk and the Hootsuite lecture series offer some great free webinars pertaining to social media and financial advisors.

• Educational blogs. Social Media Examiner, Advisor Websites, ByAllAccounts and the Social Financial Advisor are some examples.

3)  “It’s too time-consuming.” While social media does require an investment of time, there are many ways to improve time management and productivity.

• Create systems and processes. Develop an editorial strategy and use it to eliminate guess work.

• Delegate. If you don’t have time for social media, find someone who does. 

• Automate. Use automation tools such as Hootsuite, libraries of pre-approved content and RSS feeds to speed things up. As long as there is a healthy dose of “real-time” interaction, you’ll see results.

4) “Compliance.” While the regulations set forth by the SEC and FINRA have a reputation for being threatening and perplexing, they aren’t as complicated as they may seem. Below are some basic rules to get you started:

• Archive everything. There are a myriad of archiving companies that are really helpful for financial advisors.

• Create well-defined social-media policies and best practices.

• Implement safeguards and define standards to protect non-public consumer information.

• Implement approval processes for static content (i.e., blog posts, Facebook posts).

• Implement supervision standards for interactive content (such as chats).

• Avoid recommendations, endorsements or advice. You can offer insights, such as general information about a particular topic, but no tailored advice.

• Be smart. If something seems questionable to post, don’t post it. As long as you use your best judgment, you shouldn’t have any issues.

Source: Amy McIlwain, president of Financial Social Media,



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