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Aviva’s social media tips for advisers

A much bigger conversation

Social media marketing is a way to gain attention by using tools like Twitter, YouTube, LinkedIn, Facebook or even your own website to raise your profile with potential new contacts.

Social media is essentially a group of online websites and tools, hosting content generated by users who are all open to engagement and collaboration, whether it be socially or professionally. For financial advisers, social media marketing can be a powerful tool. However, because the nature of social media is very much ‘high quantities of prompt response’, it’s an area of marketing that can be fraught with danger.

It’s easy to get started – most people have a Facebook page for use with friends and family – and social media marketing can be relatively inexpensive. However, while ‘getting your message out there, online’ is a good idea, there are some basic rules that could help you distinguish yourself from other advisers the right way: helping to reduce simple errors that could cause lasting damage to your business.

Our social media tips for financial advisers:

  1. Think about your digital footprint. Everything you write can be read over and again, by millions of people, long after it has been written. So consider comments carefully; always write professionally.
  2. Create a profile worth reading. Think of your online profile as a handshake: welcoming, concise and something that represents you in person. It’s more appropriate to avoid publicising controversial hobbies or interests; you may find it beneficial to keep personal and family details to a minimum.
  3. Be committed. Whether it’s tweeting or posting, regular updates and comments are vital so that your efforts don’t appear ‘dated’. At least once a week is a good start but, ideally, social media marketing should become part of your day-to-day activities.
  4. Promote your social media streams. On your website; on letterheads; in articles or advertisements – don’t forget to include your Facebook, Twitter or LinkedIn ‘handles’.
  5. Interact professionally. Think of everyone as a potential client. Never be rude or flippant. Remember that words are open to interpretation – and ironic humour is hard to make effective in writing.
  6. Take care with your writing. You don’t have to be good at English to follow some basic rules: use a spell-checker; make sure your writing makes sense; use capital letters in the right place – DON’T USE CAPITAL LETTERS ALL THE TIME.
  7. Write something worth reading. Before clicking ‘send’, ‘tweet’ or ‘go’, read what you’ve written – out loud preferably, at least twice definitely! Treat your potential clients with respect, you never know who might be reading your words.
  8. Respond to comments that are left by other people. Show that you value their views, start conversations and keep them going, encourage others to comment and join the debate.

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WC00899 06/2016

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