The 3 Keys for Financial Service Professionals to Succeed with Social Media

July 17, 2012 Deb Griffith

You may be among the many financial service organizations that have been waiting for the right time to add social media to your marketing communication plan.

Sure, there have been lots of good reasons NOT to get into the game yet; industry compliance rules, content creation and approval headaches, message archiving, ROI, etc. And you are probably really apprehensive about rolling this out locally to your affiliates while being able to keep some control. But recent technological advancements and the omnipresence of social media should make you rethink standing on the sidelines much longer.

1. Marketing Automation Simplifies Content Control and Message Archiving – Its been pretty scary to think about communicating to the public via social media, when the SEC and FINRA have levied such substantial regulations and hefty fines, and that seems to be a trend that will continue. But by broadcasting social media messages through an Automated Marketing platform, all your brand messaging can be monitored, amended and archived in just one place.

2. Localizing Approved Content– Social Media isn’t just for your brand, in fact, the most successful social media communications for businesses should come from your local affiliates. They’re the ones with client bases, prospect lists and are wired into their local communities. Automated Marketing allows for the customization of brand-approved copy, so that the actual posts on their social media streams have a personal, local touch, all while conforming to brand and regulatory compliance.

3. Social Media Policy – Before you can embark on cascading your social media messages through your network, one very important part of the equation is to create a robust social media policy to share with your local affiliates. Roles and responsibilities need to be clearly defined and your company’s guidelines and policies easily understood. Having a policy in place will serve as the go-to critical reference document and can alleviate many questions and problems for the future.

So don't be afraid to start building a social media strategy to communicate and engage with your clients and prospects. The time is now.

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