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Top 5 Mistakes Financial Advisors Make With Social Media for Business

Posted by BSMG on 12 Oct 2016

Professional online networks and social media have come a long way in the past 10 years. With 455 million users currently on LinkedIn and 2 new members per second, if you are not connected you are missing out on potential customers.

The truth is, these networks are here to stay and are only going to get bigger. LinkedIn, Twitter, Facebook and many other sites are being used professionally to grow businesses and attract more customers. So we’ve compiled the top 5 mistakes financial professionals make when it comes to using social media in business. Make sure to avoid them!

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Top 5 Mistakes to Avoid When it Comes to Social Media

  1. Staying Out of the Game- Many people think social media is “too complicated” to learn or that it's just for the younger generations. Well, guess what? Only 23% of LinkedIn users are aged between 18-29 so that means the majority of users are over 30. This is a market you want access to. By posting information about your business on social media, you can expand your reach to target more prospective clients. Social media is mainstream and there is no reason to avoid it!

    Read More: Social Media For Financial Advisors

  2. Not Getting Your Message Across- The number one question you should ask yourself before posting anything on social media; “Is there a more captivating way to convey my message?” It’s important that your message is clear and concise, as character space is often limited on social media sites like Twitter. Make sure you include a “call to action” and that it’s obvious. You may want viewers to call your office, read your blog or check out your website.  Sometimes it’s hard to get your message across in a limited space. Also, a good rule of thumb is if you have doubts that your message will be received positively it is best not to post it.

  3. Toeing the Line Between Business and Personal- There is a reason that you have a business and personal account. You want to keep your personal and professional lives separate on social media. Your LinkedIn picture should be a professional headshot, not a candid of you hanging out with friends or at a party with your significant other. LinkedIn is more conducive for business and is meant to be a professional setting. Where things get tricky is on sites like Facebook and Twitter. If you feel that you may cross the line here, it may be best to create two separate accounts; one for family and friends, the other for existing and potential clients.  Twitter lets you create lists so your newsfeed can be more easily managed among groups. You can have a list of all your favorite ski resorts to keep you up to date on conditions and a separate one for changing market trends and carrier updates.

    Learn How Now!

  4. Posting at the Wrong Times- While it may be most convenient for you to post online in the morning, before you head to work, it may not be the best idea. You want to make sure your audience is out there, so try to stick to a time when they are most likely to be online reading social media posts. Sure a lot of people have a few minutes to scroll through feeds in the early morning, but most don’t have the time to click on anything unless it’s earth shattering information. Use handy charts like this to find out the best times to post by channel.

    Related- Top 5 Financial Advisor Marketing Tips

  5. Not Finding the Source- We’ve all been there, it’s the end of the day and you really need to post something quick. You see a link that looks like great content to share, but where did the content come from? It’s very important to check sources before you share content with your audience. The last thing you would want is to post something from your biggest competitor and drive traffic right into their grasp! Another thing to be mindful of is posting links to scam sites. These sites go to great lengths to make their content look legitimate. You have to be extremely diligent when reposting someone else’s content. It’s your reputation and credibility you’re protecting!

Not sure how to get started? Check out our How To Get Connected On LinkedIn guide for more tips and best practices.

Topics: Sales & Prospecting Tools for Advisors, Social Media for Financial Advisors