The only Social Media strategy you’ll ever need

Many people will tell you that you should have a social media plan, a strategy, some KPIs to measure and clear rules to keep ahead of that nasty compliance manager. Call me a cynic, but the people usually telling you this stuff are those selling their own consultancy services.

Now if you’re a big corporate, with shareholders to please and lawyers to placate, you may well benefit from some of these things, but this is why most big companies suck at social.

For most ordinary people, and certainly for most financial advisers, you might as well forget about all that. Social is about sharing yourself, your views and your personality, so that people can get to know you before they even pick up the phone to make an appointment to see you.

Here, then, is my social media strategy. You should know that this strategy has helped my financial education website,, become the second biggest introducer of new business to my regulated financial advice company, Jacksons Wealth Management. At the same time my industry profile has increased massively, giving me the opportunity to shape the profession and influence my peers in a tangible way.

Are you ready? Seriously, this is it:

  • Be yourself
  • Offer high value content to the world for free
  • Care for others and help them when they contact you (they will)
  • Try new platforms as they are released, and stick with the ones you enjoy.

Try that for a year or two – it’ll take that long to make serious waves, unless you’re very lucky – and see the results. The day-to-day practicalities are up to you. If you need help with those, then get help, there’s no shame in that. But be wary of those just a little bit more knowledgeable than you who make you think you need more help than you do.

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • alistaircunningham

    As “Social Media IFA of the Year” 2012 & 2013, I couldn’t agree with you more. Social Media like so much else comes down to a simple decision: Do it; or don’t do it.

    There’s no right way to do it, and no wrong way do it. There’s plenty of great firms with no social media strategy; as there are great firms who have no website, are ‘restricted’ or any number of things that some people would leave you to believe are “wrong”.

    JFDI (or not)

    • Pete

      We’re of the same mind Alistair – thanks for the comment!

    • petematthew

      We’re of the same mind Alistair – thanks for the comment!

  • martinbamford

    To add my own thoughts as “Best Blogger of the Year” 2012, action is definitely the name of the game. You can spend your life attending conferences, speaking to ‘experts’ and buying the service of social media consultants. What gets results from anything in life is activity.

    There was a great article by Steve Billingham this week ( where he concludes “Which strategies you adopt is just a choice, but doing nothing, isn’t an option.”

    • petematthew

      Excellent stuff Martin – I’ll check the Steve Billingham link out…

  • Simon J Ryan

    ‘Offer high value content to the world’ Well said.

    • petematthew

      I thank you, sir!

  • Jay Perkins

    Thats where most people fall down where you haven’t Pete, a solid and effective social media strategy revolves around the content.

    A ket part of your strategy is made up by your content schedule for – whether that be 1, 2 or 4 weeks in advance.

    Simply being on social media is not much of a strategy, much like just having a telephone.

    Its what you communicate and who/when you communicate it to.

    • petematthew

      All true, Jay. Thanks for the comment, and for your kind words too.

  • Chris Fox

    Great post, Pete. After thinking about my own social media strategy for a while I realised I am mostly just doing it because I enjoy it. The results I get off the back of it are just a bonus.

    • petematthew

      Totally. It’s like having a strategy for going to a dinner party, or BNI meeting. People who work to a strategy at those things usually end up being avoided, whereas those who are interesting, helpful, interested in others and who genuinely care will have people flock around them.

      Thanks for commenting Chris!