SAN FRANCISCO – Are you making the best use of social media and the web to leverage your practice? Are you doing enough, and has what you're doing been subjected to a recent ROI analysis to ensure whatever time you are investing is worth it?

Attendees at the Women Advisors Forum here on Wednesday heard several smart strategies from speakers, including Lynn Ballou of Ballou Plum Wealth Advisors in Lafayette, Calif.

“You are the captain of your social media and marketing campaign,” she said. “You should choose the crew, set sail, make midcourse adjustments. Really enjoy the journey.”

Ballou outlined many best social media practices, including these nine:

  1. Use original content when you post.
  2. Follow and support others on social media sites.
  3. Be consistent in your social media practices.
  4. Don't overwhelm your followers. 
  5. Make sure everyone gets equal time at your firm.
  6. Stay on top of what's working – and what's not.
  7. Make adjustments as a result of what you're learning.
  8. Cross pollinate across all digital platforms.
  9. Add video to your mix.

In response to a question, Ballou registered frustration regarding the ban imposed by regulators on posting client testimonials. Nonetheless, she said, she blogs regularly and discusses clients selectively, which helps showcase the work of her firm while remaining compliant. “It seems unfair that your auto mechanic can be getting high fives and you can't, but that's the way it works.”
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