Recent years have seen social media being used as a business tool, especially in financial planning circles. Investment advisors in LA have proven to be especially adept at using Twitter, LinkedIn, and Facebook to showcase their expertise, knowledge, and insights.
They use informative blog posts and clever but relevant tweets to set themselves apart from the competition. It’s a strategy that inspires confidence and draws in potential clients. This article offers investment advisors a succession of tips on how to use social media for business.
According to a study conducted by American Century Investments, 34% of financial advisors regularly use Twitter to connect with investors online. This abbreviated and lively communication platform is a great way to post links to free webinars, informative blog posts, industry news, and other items that will interest investors and potentially convert them into clients.
LinkedIn represents a tremendous opportunity for financial advisors. The professional networking site has over 225 million members who are both active and affluent, so a properly cultivated LinkedIn presence can take an advisor’s business to greater heights. It certainly benefited Morgan Stanley advisor Mitchell Rock, whose tireless LinkedIn networking gained him a $70 million account.
Building influence on LinkedIn takes a while, but the results are worth the effort. A well-cultivated profile and strategic use of networking will attract new client relationships and leads into a financial advisor’s business.
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Like LinkedIn, Facebook is used by financial advisors in LA to augment their online influence and build relationships with clients. They use their business pages to invite clients to social events, provide industry news, and post articles relevant to their client demographic (i.e. saving for a child’s college, preparing financially for a new baby). Used strategically, Facebook is a powerful and engaging conduit to both existing clients and prospects.
Things to Remember
All social media networking must be treated as advertising. Advisors need to ensure that anything they post does not violate the prohibitions of Rule 206(4)-1 under the Investment Advisors Act of 1940. They must disclose all facts relevant to the client or prospect, refrain from misleading statements of opinion (i.e. calling oneself a “top advisor”), and never suggest that past successes will be repeated in the future. Advisors must also avoid testimonials, which means they are required to refuse LinkedIn recommendations and refrain from accepting Facebook ‘likes’. They should also not ‘fav’ anyone’s tweets.
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Social media sites enable financial advisors to demonstrate that they are truly dedicated to helping clients build their personal wealth. Regular posts and tweets will also convince prospective clients that the advisor is well-versed in the latest industry trends and a genuine expert in their field.
Does your Los Angeles investment firm use any social media platforms, and if so, were the results positive? Let us know your thoughts in the Comments box below.
And to follow-through on the tips introduced in this short article, be sure to download your free guide, Investing in High Net Worth Clients: The LA Investment Advisor's Guide to Using Technology to Manage and Grow Your Firm.