THE SOCIAL MEDIA HANDBOOK FOR FINANCIAL ADVISORS
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1 THE SOCIAL MEDIA HANDBOOK FOR FINANCIAL ADVISORS How to Use Linkedin, Facebook, and Twitter to Build and Grow Your Business Matthew Ha Mo ran and BLOOMBERG PRESS An Imprint of WILEY
2 Foreword A Perspective on Social Media Introduction xiii xvii xxiii PART I: INTRODUCTION TO SOCIAL MEDIA CHAPTER 1 Compliance 3 Compliance and FINRA Licensed Advisors 4 Compliance and SEC Licensed Advisors 6 What Should I Do if I'm Not Allowed to Use Social Media? 8 How Does This Work? 9 Final Thoughts 11 CHAPTER 2 Creating Rapport Online 13 Matt Halloran and The Three Cs 13 Final Thoughts 23 CHAPTER 3 Lessons Learned from Social Media 25 Matt Halloran and Lesson #1: People Can Only See Words 26 Lesson #2: Social Media is More About Listening 27 Lesson #3: To Be Successful, You Must Be A Social Media Giver 28 Vll
3 viii Contents Lesson #4: Keep Sales Messaging to a Minimum 29 Final Thoughts 30 CHAPTER 4 Give Something for Nothing 31 Matt Halloran Internet Resources 31 Final Thoughts 35 CHAPTER 5 " " The Disciplined Approach 37 and Streamlining Use of Social Media 37 Managing Time 39 Social Media Dashboards 43 Final Thoughts 46 PART II: TWITTER CHAPTER 6 Why Twitter? 49 Texting and Tweeting 50 Setting Up Your Account 51 Final Thoughts 63 CHAPTER 7 Marketing on Twitter 65 Regulations and Restrictions 65 Twellow ', 66 Two Recommended Tools 70 Unfollowing and Blocking 75 Tweet Scheduler and TweetDeck 77 Self-Marketing Tweets 78 Final Thoughts ' 79
4 IX CHAPTER 8 Getting Leads from Twitter 81 Twitter: A Driving Force 81 Final Thoughts 86 CHAPTER 9 Public Relations on Twitter 87 Tweet Grader 88 Muck Rack 88 Making News through Twitter ' 89 Final Thoughts 90 PART III: FACEBOOK CHAPTER 10 Why Facebook? 93 Statistics 93 Building Your Page 95 Working with Your Home Page 101 How Control Settings Help Your Marketing Plan 104 The Power of Advertisements! 107 The Facebook Fan Page 108 The Company Page 111 Timeline 116 Final Thoughts 118 CHAPTER 11 How to Advertise on Facebook 119 Facebook Insights 119 Advertising on Facebook 120 Final Thoughts 132
5 CHAPTER 12 Facebook Applications and Tools 133 Advanced Facebook Applications 133 Video Apps 135 Creating Events 139 More Facebook Apps 143 Final Thoughts 144 CHAPTER 13 Public Relations on Facebook 145 J '' Making Use of the Groups Platform 145 Be Proactive 148 Final Thoughts 150 PART IV: LINKEDIN CHAPTER 14 Why Linkedin? 153 You Can Control Referrals 153 Linkedin Members Are More Affluent 154 Financial Advisors Are Having Success With Linkedin 156 Final Thoughts 157 CHA'PTER 15 Setting Up Your Linkedin Account 159 Joining Linkedin 159 Final Thoughts, 164 CHAPTER 16 Building an Effective Linkedin Profile 167 Search Engine Optimization (SEO) 169 Experience 172 Education 176 Adding Certifications, Designations, and Licenses 178
6 xi Name 180 Industry and Location 184 Headline 186 Photo 187 Websites 190 Twitter 192 Summary 193 Recommendations 196 Additional Information 200 Personal Information 200 Skills & Expertise 201 Special Sections ^ ; 203 Applications 209 Final Thoughts 216 CHAPTER 17 Building Your Linkedin Network to Create a Self-Referral Machine 219 Networking Philosophy 219 Who Should Be in Your Network? 220 Adding Connections 220 Sending Individual Invitations to Connect 225 Final Thoughts 227 CHAPTER 18 Finding Prospects Using Linkedin: Creating Your S.elf-Ref erral Machine 229 The Linkedin Advanced Search: Free versus Premium 229 Developing Good Searches 231 Finding 401(k) Rollover Opportunities 232 Small Business Owner Search 235 Connecting with the Prospects 239 Final Thoughts 240 CHAPTER 19 Using Linkedin Groups for Visibility and Prospecting 241 The Opportunity in Linkedin Groups 241
7 xii Contents Two Types of Groups Open and Closed 242 Choosing the Right Groups 242 Salesperson Groups 244 Searching for Groups 244 Posting in Groups 247 Joining Others' Conversations 248 Connecting with Group Members 250 Final Thoughts 251 CHAPTER 20 Gaining Visibility on Linkedin i 253 ± ) t Working the News Feed 253 Company Status Updates 255 Linkedin Polls 257 Linkedin Events 261 Final Thoughts 264 PART V: NEXT STEPS CHAPTER 21 The Future of Social Media 267 There's Much More than the Big Three 267 Staying Up To Date 268 About the Authors 269 Index 271
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