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, MeaningfulMoney.tv, 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.