To make your investment in social media pay off, know what you want to get out of it. Outline a specific purpose for social media activities, says a recent CFP Board guide to social media for advisors. (You can download the guide below.)
First, define your desired audience, the guide says. This will offer clear guidance on the proper content and tone for your activities.
Define your target demographic, topics and territory, and try to include them in every social media update, adds Stephanie Sammons, founder of Wired Advisor, a digital marketing firm for advisors. “Weave your updates into a systematic social media sharing plan that allows you to stay consistently visible and valuable,” she says.
On Twitter, you simply need to connect with the right folks, says Matthew Halloran, advisor coach and author of The Social Media Handbook for Financial Advisors. “You should connect with local press and reporters, your B-D, favorite fund companies and then, of course, your clients,” he says – “or, even better, your clients’ kids.”
Another way to think about it: “Find your tribe,” says Victor Gaxiola, social media expert for compliance technology firm Actiance.
“Geography and time zones are no longer obstacles to finding like-minded tribes that are willing to share, collaborate and explore together,” Gaxiola says. “Social provides us the ability to get laser focused and find those groups, associations and individuals who share common interests, values and challenges.”

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