Bursa Snipers
Use Facebook And Twitter To Help Broaden Your Presence
BursaSnipers
Publish date: Sun, 25 Nov 2018, 02:24 PM
S O C I A L M E D I A
Use Facebook And Twitter To Help Broaden Your Presence
Tweeting can keep clients engaged, find new ones; but don’t violate the rules
As more financial advisors dabble in social media, the challenge becomes finding a way to stand out. Simply making your presence known won’t count for much in itself. Here are 10 social media tips that will help you find, communicate with and keep clients.
Advisors face many rules and regulations that govern their social media messaging. The Financial Industry Regulatory Authority (FINRA) sets compliance standards for digital communications, and the Certified Financial Planner (CFP) Board offers a free ninepage downloadable guide.
But even if you follow all compliance rules and company policies, the larger question in finding social media tips to follow involves whether you reach your target audience in the manner in which you intend. That requires careful crafting of your content to maximize its appeal and attract the attention of online consumers.
10 Social Media Tips
1. Strike The Right Tone. To strike the right tone on social media and generate a following, you need to be unique. Casual readers should instantly detect that you’re different from the rest.
Through your crisp writing, trenchant observations and use of eyecatching visuals, you can create captivating content. Along with providing timely information, you want to communicate in a distinctive voice that draws raving fans.
2. Call To Action. “It depends on your social media goal,” said Justin Pritchard, a certified financial planner in Montrose, Colo. “If your goal is to get people to visit your website, click on an article or sign up for your newsletter, then you want to have a call to action.”
He adds that if your goal is to maintain your visibility, then offering informative stand-alone content can keep you top of mind. By setting readers’ expectations that they will derive something of value from your social media posts, you build a brand based on sharing reliably worthwhile ideas, insights and opinions.
Tips On Going Viral
3. KISS. Perhaps the toughest part of mastering social media for advisors is the need for brevity and simplicity. Eager to showcase your expertise, you might want to expound on the latest economic news or stock price fluctuations.
“You don’t want to get too technical on social media,” Pritchard warned. Keep it simple. “Use it because it’s a quick hit with people, because you want to connect with them with more general messages.”
As Twitter mavens will tell you, going viral — by having your pithy comment retweeted thousands of times — is an inexact science. But simple, compelling messages increase your odds of success.
4. Retweet With A Twist. Piggybacking on a popular post by inserting your own introduction (“I love this!”) can work well, although original content might leave a more lasting positive impression. Try summarizing a complex concept in a single sentence or characterizing a dramatic day in the stock market in clever or vivid terms.
5. Grab Attention With A Question. Pritchard suggests posing a question to pique readers’ interest. Examples include, “Ever wondered what drives a stock’s moves hour by hour?” or “Are your savings really fully guaranteed by the federal government?”
6. BTW, Use Acronyms. Weaving catchy acronyms into your content can also strike a chord. A recent example: If you’re analyzing stocks’ historically high valuations over the last few years, you might cite the TINA trade (there is no al-
ternative) to argue that there’s still no better place to invest.
Put Visuals To Work
In some cases, it pays to prequalify your audience. Signaling your target reader makes it easy for people to determine if they should pay attention or move on.
7. Screen For Target Audience. Pritchard favors an if/then construct when composing social media posts. Example: “If you run your company’s retirement plan, then you need to know this” or “If you own a sinking stock, then consider this underused tax strategy.”
“People get so many messages every day,” he said. “If you can present your content using this if/ then formula, it indicates it may be valuable” to certain readers.
8. Link, Predict And Shock. If you want people to click on a full article, he suggests highlighting a quote from the piece that’s apt to intrigue them. You can also tease readers by promising to make a bold prediction or unveil a startling statistic.
9. Hit Them With Visuals. Visual images play a crucial role in inducing visitors to spend more time getting to know you and your firm on social media. A shot of an old rotary phone can evoke wistful memories.
Nick Stanley, a Los Angelesbased certified financial planner, posted a photo of his new business card and received a warm response. He says that “conveying information in a visual way” helps it resonate with audiences.
10. Respond To Posts. Stanley has found that pushing out even the best content isn’t enough. Initiating personal communication adds another dimension to your outreach.
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