With a well-executed social media plan, current and prospective clients will see you as a trusted friend and ally--and when they need your services, they will call on you.
Traditional media and social media function with some similarities. Both share information with the reader or subscriber. Both types of media inform, educate, entertain, and often have an opinion to stand behind.
One of the first priorities in building a media presence is to know your audience and how they will best connect with your media messages. First, look at the demographics of the client base. Then, survey clients and prospects and ask them what type of media they use most:
> Blog Posts
> Other: _____________
This can help you prioritize your outreach efforts and target those outlets with the biggest impact for your audience.
If social media is going to be a part of your strategy, be sure to ask yourself the following questions before you build your online presence:
> What is your goal?
> Who is your audience?
> How much time do you have to dedicate to social media?
Also remember that each financial services company will have specific social media compliance rules and recommendation for their financial advisors. In addition, consult the FINRA Regulatory Notice 10-06: Social Media Web Sites – Guidance on Blogs and Social Media Websites as well as the CFP board's Social Media Guide for CFP® Professionals.
And one more thing for your reading list ... my own top 10 tips for social media success:
The most powerful social media tip and a best practice for all marketing is to stop talking and start listening. Social media is a conversation. When you listen quietly to what your audience is talking about and then politely join in the conversation, social media becomes a connection between like-minded people sharing opinions and similar needs.
Peter Drucker said, "The aim of marketing is to know and understand the customers so well the product or service fits him or her and sells itself."