I get it. You need reassurance. You want to believe what I’m telling you and then the little voice in your head says, “Why am I listening to that crazy gal at Ash Brokerage about social media?” Well, you don’t have to – you can listen to Dave Kerpen of Likeable Local instead!
Recently shared on Inc.com – – Dave’s article about the Eight Terrible Social Media Myths to be aware of had me jumping up from office yelling, “YES, YES YES!” I hear these same things every. single. day. and feel a huge social media hug from my social media brother from another mother when he says:
- Your customers ARE on social media. Please, financial advisors, be where your clients are or your competition will!
- You don’t need to join every social network. Can I get a witness here? We should only be on the social networks we can manage, if we try to be all things to all people we will surely miss something.
- Choosing the right channel. Dave’s article reminds to not choose just one channel, but I would like to tweak this and say, “Choose the right channel. Do it well. Then, consider adding other channels.” If you always stay on one channel, you run the risk of never learning how to adapt to other networks. Again, consider your clients and be where they are.
- Content is not necessarily king. I believe context is the new sheriff in town. Rather than post a bunch of malarkey (for the sake of posting), post what your clients are interested (yeah, that might be bacon or cats sometimes). REMINDER: Be compliant in your posting though! Know your static and interactive content and whether it’s financial-related or not. If you have questions here, please ask!!
- Take it easy on that delete button. I wrote about deleting comments a while back. Don’t just delete things you don’t want to acknowledge; it’s just a bad habit that you need to break. Instead, figure out why they are saying it and correct that part. Keep control of your brand by being an active participant of the conversation.
- You don’t need millions of fans or followers. Stop believing when you go to someone’s Twitter account and see they have 10,000 followers that they are all real too. Many people have been conned into buying followers and I’m not a fan of this practice. The people you’re connecting with day-to-day are more than good enough; value them. Work with them, get introduced to others they know. You’ll be amazed at how you can grow your business simply from the people you know today.
- You do want to measure, but pick your battle. If you were a social media manager, you should measuring all the time – but you’re not, you’re a financial advisor. I do think some metrics should be a part of your social media presence though. The most important metric I recommend for the majority of financial advisors is the engagement rate: basically, how effective you are in engaging your audience. It’s a simple formula of Total Engagement (your likes, comments and shares) divided by your Total fans | followers | connections. Work on engaging your audience and the rest will really work itself out.
- Contrary to believe, the “me” in media doesn’t mean it’s about you! If you think social media is about you, then you’re being a social media jerk – stop it! (I wrote about this a few months ago.) You are using social media to help create awareness through thought-leadership and friendships, not by promoting yourself. Put yourself in their shoes, would you want to be spammed by you?
All social media managers, regardless of industries or communities of professionals, really do want you to be successful. Dave Kerpen is one of those good guys too and it’s why I’m so grateful for the things he shares.
Go into 2015 with a new confidence about social media. Find a starting place and become an adopter of this practice. If you need help, reach out to me or anyone in social media. You’ll likely find we are all excited to get you up and running!
Be bigger, better and more BIONIC today!
Sheryl Brown / @BIONICsocialite