It’s no wonder that half of advisors say they’ve begun using social media for client outreach. Effective use of social media can be like hiring a new business development assistant.1 There are, of course, risks as well as opportunities in the social media revolution.
- Creating “presence in your absence.” Busy advisors can’t be everywhere all the time. Social media is one more tool – along with brochures, your website and the like – to fill the gap. Building an informative presence on LinkedIn can contribute meaningfully to what people say when you’re not there.
- Keeping Up with the Conversation. Don’t have time to send tweets on Twitter? Not to worry. Many advisors find they can benefit from social media just by reading and listening, as they do with other media. If an article on retirement is zipping around Facebook, chances are the ideas resonate.
Here are a few of the commonly seen social media risks:
- Compliance and legal risk. Advisors can run afoul of the rules just as they do offline. Consult policies across a range of sources. Industry-wide regulations and firm-specific compliance policies are two helpful starting points.
- Reputational risk. Think before you Tweet. Social media’s speed and ease of use make it a powerful tool. What would you think if a message were to become your practice’s top Google search result? If you don’t want it representing your firm, reconsider your approach.
- Client confidentiality. If you “connect” with a client on a social media site, are you giving away information which should be closely held? Advisors should consider the implications. Use traditional communications methods when addressing personal client issues.