Social media, as the name suggests, is about being social and connecting with others. Being boring, dry or too formal won’t work. You have to be yourself, experts say.
“Social networks appreciate the authentic voice and your unique perspective,” says Victor Gaxiola, social media expert for compliance technology firm Actiance. “Ensure that your digital self is a reflection of who you are in real life, quirks and all.”
Advisors need to “get a little personal,” says Joanna Belbey, also of Actiance. “When you complete your profile on the social network of your choice, be sure to add a bit about your personal interests,” she says. “Rabid Bruce Springsteen fan? Sky diver? Chef? Head of the PTA? In the Reserves? Include it.”
People like to do business with people with shared passions, Belbey says -- and if nothing else, that kind of information is a good conversation starter. Yet as advisors share who they are, they must be careful not to offend, she adds. “It’s best to keep political views, religious affiliation and controversial topics private.”
The CFP Board guide to social media urges advisors to determine what types of content and conversations are appropriate for public posting and what topics are best addressed privately through direct messaging or offline communication.
One way to offer clients and prospects an inside look is to post photos. Craig Faulkner, chief executive officer of digital marketing firm FMG Suite, suggests that advisors create an Instagram account where they can post photos with fun filter effects. “Link it to your Facebook, Linkedin and Twitter profiles and use it to capture your office culture, client visits, and community service events,” Faulkner says.