The Social Media Handbook for Financial Advisors

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The Social Media Handbook for Financial Advisors

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Expert advice for financial advisors looking to make the most of social media platforms

Social media is everywhere. 3.5 billion pieces of content are shared on Facebook each week, 22 million professionals are networking on LinkedIn, and 140 million tweets are posted every day. The opportunities these platforms present for financial advisors are huge, but most advisors have no idea how to use them to build bigger, stronger client bases. The Social Media Handbook for Financial Advisors: How to Use Facebook, Twitter, and LinkedIn to Build and Grow Your Business shows how to make the most of these new tools, offering invaluable advice about how to connect with potential clients in the twenty first century.

For most advisors, converting prospects into clients is their top priority, and social media presents incredible opportunities for sealing the deal. Sales don't happen because clients are impressed by complicated charts, they happen because they're impressed by your social media presence, and by properly understanding how to make these new platforms work for you, you'll be positioned to see your business boom.

Designed to teach financial advisors how to use social media to better market their services to attract new clients and referrals
Presents expert communication advice from top financial advisor coach Matthew Halloran
Categorizes communicators in a unique new way
Teaches financial advisors how to use social media in new, highly effective ways that they've never even considered

An essential resource for wealth managers and financial advisors looking to amplify their marketing message and raise their visibility in a crowded marketplace, The Social Media Handbook for Financial Advisors is the only book you need to make yourself heard.

Foreword

A Perspective on Social Media

Introduction

Acknowledgments

Part I: Introduction to Social Media

Chapter 1: Compliance (Matt Halloran and Crystal Thies)

Compliance and FINRA Licensed Advisors

Compliance and SEC Licensed Advisers

What Should I Do if My Broker-Dealer Won't Allow Me to Use Social Media

How Does this Work?

Final Thoughts

Chapter 2: Creating Rapport Online (Matt Halloran and Crystal Thies)

The Three Cs

Final Thoughts

Chapter 3: Lessons Learned from Social Media (Matt Halloran and Crystal Thies)

Lesson #1

Lesson #2

Lesson #3

Lesson #4

Final Thoughts

Chapter 4: Give Something for Nothing (Matt Halloran)

Internet Resources

Final Thoughts

Chapter 5: The Disciplined Approach (Matthew Halloran and Crystal Thies)

Steamlining Use of Social Media

Managing Time

Social Media Dashboards

Final Thoughts

Part II: Twitter

Chapter 6: Why Twitter? (Matthew Halloran)

Texting and Tweeting

Setting Up Your Account

Final Thoughts

Chapter 7: Marketing on Twitter (Matthew Halloran)

Regulations and Restrictions

Twellow

Two Recommended Tools

Unfollowing and Blocking

Tweet Scheduler and TweetDeck

Self-marketing Tweets

Final Thoughts

Chapter 8: Getting Leads from Twitter (Matthew Halloran)

Twitter: A Driving Force

Final Thoughts

Chapter 9: Public Relations on Twitter (Matthew Halloran)

Tweet Grader

Muck Rack

Making News through Twitter

Final Thoughts

Part III: Facebook

Chapter 10: Why Facebook? (Matthew Halloran)

Statistics

Building Your Page

Working with Your Home Page

How Control Settings Help your Marketing Plan

The Power of Advertisements!

The Facebook Fan Page

The Company Page

Final Thoughts

Chapter 11: How to Advertise on Facebook (Matthew Halloran)

Facebook Insights

Advertising on Facebook

Final Thoughts

Chapter 12: Facebook Applications and Tools (Matthew Halloran)

Advanced Facebook Applications

Video Apps

Creating Events

More Facebook Apps

Final Thoughts

Chapter 13: Public Relations on Facebook (Matthew Halloran)

Making Use of the Groups Platform

Be Proactive

Final Thoughts

Part IV: LinkedIn

Chapter 14: Why LinkedIn? (Crystal Thies)

You Can Control Referrals

LinkedIn Members Are More Affluent

Final Thoughts

Chapter 15: Setting up Your LinkedIn Account (Crystal Thies)

Joining LinkedIn

Final Thoughts

Chapter 16: Building an Effective LinkedIn Profile (Crystal Thies)

Search Engine Optimization (SEO)

Experience

Education

Adding Certifications, Designations, and Licenses

Name

Industry and Location

Headline

Photo

Websites

Twitter

Summary

Recommendations

Additional Information

Personal Information

Skills & Expertise

Special Sections

Applications

Final Thoughts

Chapter 17: Building Your LinkedIn Network to Create a Self Referral Machine (Crystal Thies)

Networking Philosophy

Who Should Be in Your Network?

Adding Connections

Sending and Receiving Individual Invitations to Connect

Final Thoughts

Chapter 18: Finding Prospects Using LinkedIn: Creating that Self-Referral Machine (Crystal Thies)

The LinkedIn Advanced Search: Free versus Premium

Developing Good Searches

Finding 401k Rollover Opportunities

Small Business Owner Search

Connecting with the Prospects

Final Thoughts

Chapter 19: Using LinkedIn Groups for Visibility and Prospecting (Crystal Thies)

The Opportunity in LinkedIn Groups

Two Types of Groups – Open and Closed

Choosing the Right Groups

Sales Person Groups

Searching for Groups

Posting in Groups

Joining in on Others' Conversations

Connecting with Group Members

Final Thoughts

Chapter 20: Gaining Visibility on LinkedIn (Crystal Thies)

Working the News Feed

Company Status Updates

LinkedIn Polls

LinkedIn Events

Final Thoughts

About the Authors

Index

Matthew Halloran first became interested in social media when Myspace was the place to be. With over 80,000 Twitter followers with a 99 percent effectiveness rating, 1,000 LinkedIn connections, and 700 Facebook fans, he knows how to gain followers to help build business. Having coached and consulted hundreds and spoken to thousands of financial advisors, Halloran knows how financial advising practices work, and believes that social media is the new marketing frontier for transforming the prospecting aspect of any financial services practice. He is the Director of National Development for GIVE Strategy, a mission-driven company that focuses on helping connect financial advisors, CPAs, estate planning attorneys, clients, and planned giving directors to redirect $1 billion to charity, and the founder and President of Top Advisor Coaching.

CRYSTAL THIES first learned of LinkedIn while deciding to return to financial planning, an industry she left for almost a decade to focus on charitable giving in the nonprofit sector. Thies saw LinkedIn and social media as the way to quickly reignite her financial planning practice while combining her two key knowledge bases of financial planning and charitable giving. The call of social media won out, and Thies started Crystal Clear Buzz, LLC. For more than three years, she has helped small and large businesses, sales teams, and sales professionals use social media for sales and business development. Because of her experience and expertise as a licensed financial planner, Thies's clients include many RIAs and financial advisors, in addition to major broker-dealers, wirehouses, and banks. Thies is known as the "LinkedIn Ninja"—a title given to her by her clients and followers.