This document discusses the importance of social media for businesses and financial planners. It emphasizes having a social media policy, strategy, training, editorial calendar, and archiving. The social media policy should address the goals and tone for social media use. The social media strategy identifies target audiences and messages and determines what tactics are most effective. It also establishes key performance indicators to measure success. Having these social media planning elements in place allows businesses to better engage with clients and prospects through social media.