Social media insights (based on real data!) for the financial professional, Pt. 3
By Jennifer DeTroye
The Northwestern Mutual Granum Center for Financial Security
Editor's note: This three-part series from The American College details which prospects are on social media and exactly why advisors can no longer ignore the elephant in the room. You can read part one here and part two here. You can find a complimentary link to the full report at the end of this article.
Referrals and the rules
Social media not suitable for referrals. Yet.
Forty-nine percent of consumers have an unfavorable view of LinkedIn being used to ask for referrals. And 63 percent of consumers have an unfavorable reaction to being asked for referrals via Facebook. Social media simply isn’t there yet. Consumers are happy to refer a mechanic or hairdresser via social media, but referral requests for a financial advisor don’t happen online. No matter the social network, the arena is just too private.
Mind your manners while you mine your network
Consumers saying yes to reviews ... just don't forget the rules
The bad news
The SEC and FINRA limit and in some cases prohibit recommendations and/or endorsements. And even though the rules have recently softened a bit, many larger companies continue to enforce a “no fly zone” in this space. Always consult your company’s compliance department to ensure you’re playing by the rules.
The good news
Don’t worry. Even if official recommendations are off limits, you can easily leverage a client’s favorable opinion by shifting the conversation to referrals with traditional prospecting language. Breaking down the barriers
Advisors see the trend coming
Seventy-nine percent of advisors feel restricted by compliance or legal issues, and 79 percent worry about privacy and security. Despite these concerns, financial professionals can see social media’s potential and seem open-minded about the future. Over half have spoken with colleagues about social media marketing potential, and 55 percent think it can be a critical business tool.
But they’re not taking action yet. Only 21 percent have hired a consultant and just 11 percent are making social media outreach part of an employee’s job.
... and are seeking pre-approved content and training
Although only 23 percent of advisors have a social media strategy and only 50 percent report that their company currently provides this content, a significant group thinks that pre-approved messaging, workshops, webinars and online content tools would help them engage effectively in social media as well as alleviate security, privacy and legal concerns. Financial companies: How to arm advisors for social media success
For financial institutions, a social media strategy has become mandatory. It boosts brand awareness and builds community and goodwill. Advisors and agents are (and should be) moving more slowly. But they can only be effective, safe and credible with stellar support.
Top 5 ways companies can support advisors:
1. Establish rules for
2. Help advisors define a strategy, a plan and metrics
3. Consider a plug-andplay advisor website solution
4. Provide convenient, compliant, preapproved messaging
5. Host trainings on how to use social media effectively
Here’s a link to the full report, including several social media strategies specifically aimed at advisors.