1. Advisors Are Wasting
Their Time on Social Media
Reasons
By:@toddgreider

2. 1: Inappropriate Broadcasting
By: @toddgreider
PROBLEM: Simply pushing your content without interacting with your audience will get you
nowhere. If your broadcasting because you don’t have time to spend engaging your clients
and prospects, then I recommend that you not use social media at all. My guess is you’ll
probably achieve similar results.
SOLUTION: Engagement is the name of the game for social media. Today’s consumers and
investors want relationships with both individuals and businesses online. Use the 80/20
rule.
80% = Content that should be articles/content relevant to your audience from various sources or
comments and conversation (status updates, tweets, RTs, replies, etc…)
20% = Information and content focusing on your business, what you do, and how you help your
target audience

3. 2: Non-Existent Online
Marketing Strategy
By: @toddgreider
PROBLEM: Many are flying blind when it comes to social media, with no formal plan or
purpose. They may be trying to be all things to everyone and hoping for good results.
SOLUTION: Knowing exactly what you are trying to accomplish will be the first step toward
success. If you don’t know why you are using social media, neither will your clients and
prospects.
 Set Goals and Objectives
 Determine available resources (time, money, staff, etc…) you can allocate to this ongoing project
 Establish which metrics you will track to define your success
 Then build your marketing and engagement strategy

4. 3: Neglecting to Create
a Content Calendar
PROBLEM: Without a content calendar, you may quickly
become weary trying to deliver a consistent flow of content.
Over time, people tend to become inconsistent and begin to
neglect certain platforms.
SOLUTION: Create a content calendar. Consistency is key to
social media success. However, consistency in what you post
is not enough. Building a strategy and knowing your
audience (needs, wants, challenges, etc…) will help you
consistently create or curate content that is relevant to your
prospective audience. Consider designating certain days each
week or month to post content around a specific topic or
theme (e.g. budgeting tips every Monday). This will help you
stay on track and maintain focus for the long haul.
By: @toddgreider

5. By: @toddgreider
4: Choosing the Wrong Platform(s).
PROBLEM: Oftentimes, advisors try to tackle too many platforms because they think (or
they have been told) that they must be visible everywhere. For some, that may be the
case, but there is no cookie-cutter approach to social media.
SOLUTION: Do you research and determine which
platforms provide the greatest exposure to your target
audience. Start your social media efforts there. You can
grow your online presence over time, so don’t try to tackle
too much all at once.
“In the past year, more than three in five financial
advisors who used LinkedIn for client prospecting
successfully gained new clients as a result – with
nearly a third of these generating $1 million or more
in assets under management”
Study by FTI Consulting
& LinkedIn

6. By: @toddgreider
5: Selling instead of Educating
PROBLEM: No one wants to be sold. A heavy dose of sales materials about what you offer
may turn off prospective clients. Selling products and services in an industry where those
same products and services are available through many channels makes you a commodity
(not to mention may violate FINRA regulations).
SOLUTION: If you’re going to sell anything, sell them your personality, experience, and
your knowledge. In other words, provide education on how you as an individual are
different (morals, beliefs, values, etc…). People do business with people they like and
trust. Differentiation comes from educating your prospects on the concept of working
with you.
“They can buy what you offer
somewhere else, but there is
only one YOU!”

7. FTI Consulting & LinkedIn Study (May 2012)
http://www.fticonsulting.com/global2/media/collateral/united-states/financial-advisors-
use-of-social-media-moves-from-early-adoption-to-mainstream.pdf
By:@toddgreider
Disclaimer:
This presentation is based upon my article posted on LifeHealthPro.com on March
6, 2013. The information contained in this presentation is for educational purposes
only. Before engaging in social media, contact your compliance department
representative and review their social media policy to ensure compliance with FINRA
and SEC regulations. The views and opinions expressed are my own.
Image Source:
All images are from istockphoto.com