Hearsay Social has launched a tool to give advisors access to more content that they can share with clients more easily and quickly online.
Curated Content Channels are designed to automate the collection of preapproved content, so advisors and other financial professionals can get “the right content, at the right time, to share with their clients and prospects on social media,” according to the San Francisco-based company.
“Financial advisors want to build social media presence with content that truly reflects who they are — rather than using automated financial content that doesn’t reflect their personality and who they really are,” said Ron Piovesan, vice president of business development, in an interview with ThinkAdvisor. “Consumers want to work with a person first and an advisor second and to connect personally with someone. Content is one of the best ways to create a personable image on social media.”
Hearsay Social suggests advisors follow an “80/20” rule when sharing content via social networks: 80% of this content should be nonfinancial in nature – to help create “an authentic, engaging social personality and brand for the advisor;” 20% can be financially focused content that gives valuable information to clients and prospects.
(A number of Hearsay staffers and CEO Clara Shih are ThinkAdvisor contributors.)
The new technology allows advisors to search through a library of stories on everything from lifestyle topics to sports news. These articles come from “vetted sources including news and magazine websites, high-quality blogs, video feeds and podcasts,” according to Hearsay Social. “With Curated Content Channels, Hearsay Social now delivers our customers just the most relevant, timely content on their selected topics, filtered from thousands of sources,” Piovesan explained.