Ted Kerr, managing partner of financial advisory firm Touchstone Capital, is not a professional singer. But he thinks social media marketing is analogous to performing on stage, where immediate audience feedback creates a different experience from studio recording.

Feedback from an audiences, or in this case its client base, has always been a major underpinning of Touchstone Capital’s marketing program. Kerr says the firm contacts its 325 or so households about 30 times a year, through newsletters, pod casts, client appreciation events and exclusive, client-only seminars. That Kerr has embraced social media marketing, then, is not surprising. It gets the firm out of the studio and up close to its audience.

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