- Understand the level of attachment to social media across different
- How social strategies can help engage your next generation of clients
- Why ‘top-tips’ type content is a good tactic on social channels
Actions to consider
- Financial adviser and firm social media profiles should make it clear that social media posts are not ‘advice.’
- It is good practice to keep a record of social media updates, particularly from a firm’s corporate account. This is straightforward on Twitter, for example, which allows you to download an archive of past tweets as an Excel file.
- In terms of content to post, link to ‘top-tips’ type articles, though these tend to work best around specific diary events (end of tax year, Budget etc). On the whole, you will get the most click-throughs to articles and blogs that talk about people. These could be staff questionnaires and so on.
- Firms should develop a social media policy and make sure all advisers understand it. It’s fine to interact with clients and the general public on social media but advisers, and other staff, should never be drawn into making comments that could in any way be construed as making a recommendation.
- Finally, remember that the Financial Conduct Authority isn’t the only thing you have to worry about. Make sure that all posts are in the right tone of voice and reflect your firm’s culture and values. Social media should enhance your reputation, not undermine it.