Advisors Can Play Nice in the Social Media Sandbox

Social Media Sandbox

Advisors can play nice with compliance.

ActiveCanvas serves fee-based financial advisors so we’re always keeping up with Web trends that can help them be more effective reaching their audiences. We encourage almost all our clients to use Blogs, Facebook, and LinkedIn (sorry, Twitter) not just to demonstrate a willingness to have “conversations” with their customers and peers, but because it’s a must-have SEO strategy.

But playing in the social media sandbox for fee-based advisors can be tricky. Social media profiles are considered advertising, and advertising or any form of business-related communication has to first be approved by the mandatory compliance officer. Sort of takes the spontaneity out of being social, doesn’t it?

The dilemma hasn’t gone unnoticed though. According to advisor coach Matthew Halloran,  social networks are powerful tools to build and strengthen relationships, and once the relationship is created, you can take the business-related conversation away from the social network and into the approved and authorized channels.

In a recent article on what to do if your broker-dealer won’t allow social media, Matt, and his co-author suggest that not having to discuss business on Facebook can create a certain sense of freedom and be quite beneficial. It’s a good read if you’re an advisor staring at your FB and LI pages, not knowing what you can and can’t communicate to your fans and connections.

We understand the compliance rules and enjoy helping advisors, and anyone else for that matter, set up social media pages and compose Linked-In profiles.If you’d like to start a social media campaign, or just need to chat about whether SM is a worthy investment for your marketing strategy, let’s set up a time to chat about it. –Linda

A Bit about Blogging

There’s a lot to say about the value of blogging.

blogging_au_plein_air

“Blogging Au Plein Air, after Jean-Baptiste-Camille Corot” by Mike Licht on Flickr

For starters, Google plays favorites with websites that update on a regular basis. Blogs network – they generate quality backlinks with colleagues who share a common interest and start conversations. Blogs are a powerful tool for building relationships with customers – in certain industries, maybe the most powerful! I could go on, but I promised “a bit” about blogging so intend to stick to my promise.

Top 3 Types of Bloggers

  1. The sincere blogger. He or she blogs at least twice a month, loves to write, is good at it, and considers the blog an important cog in the gears that keep the business thriving. He shares a lot about his business, a little about himself, and sees his blog as the linchpin of an overall marketing strategy, and not just an add-on.
  2. The cheater. The Cheater wants to blog at least twice a month, understands the value of blogging, but never got an A+ (or even a C) on creative writing assignments in the 9th grade, or ever for that matter. She buys greeting cards with sentiments so she doesn’t have to think up what to say in a letter. On her blog, she cheats by grabbing an article sent to her inbox by someone else, and basically “forwarding” the article with only a quick, one sentence endorsement. Not a bad method, and far better than no blog at all.
  3. The mystery writer. This type is clever. He’s way too busy, busy, busy, to do the research required for a well-written blog. So he found a ghost writer who can get into both his business and his head, and write from his heart. His blog fans don’t need to know they’re not his words, because in a sense they are. He’s figured out that paying $50 per post to a real writer while he earns the equivalent of $125 an hour working the money end of the business– well, do the math, then hire a ghost blogger.

If you want to learn more about setting up a blog or finding a ghost blogger, let us know. If you have ideas about blogging, tell us what you think in the Comments section.